The eventual purpose of the majority of websites is to get leads, instead of making sales. This is critical for your marketing metrics, as it is a significant part of your web analytics system.
Leads and sales also demand a proper optimizing of product and services pages. In case a Google user lands right on a page that offers the exact product they were looking for, you get greater chances of converting them into a lead, or even a sale. On the other hand, the leads that are converted from a paid service or product are much harder to get, than those that are made from free offers.
Also, let’s not forget that most web users won’t “buy it now.” Many people are just searching for information on a specific industry or product. Other users could be attempting to learn how to do things for their own sake. However, there is a segment of users, who are researching with a future intention to buy.
1. Focus on Providing Value-Added Content
If you intend to gain some extra traffic for your website, concentrate on adding value to it through blog posts, articles, videos, and other kinds of content that could be useful to users that are not ready to buy right away. However, there is a problem with this type of content – it doesn’t attract many of those, who will be later converted into leads or sales. The majority of users attracted by your value-added content will just get some personal use from your free content. They are looking for answers to their questions and, after getting them, they will leave your resource with nothing except a “100% refusal rate” metric in your analytics account.
2. Freeloaders Are Meant for Conversion
Instead of accepting them leaving your site, you ought to be trying to convert these users step by step. Focus on providing your freeloaders with one or more painless and quick actions the might take. It could include anything that can keep them interested in your website and services/products in a certain way – free E-mail newsletter sign-up, Twitter follow-up, your YouTube channel subscription, your Facebook page “like”, and so on.
Make sure to pronouncedly mention these points of marketing metrics conversion wherever you place your free content. For example, you may consider adding a call-to-action phrase at the end of each post or article; something that would read, like:
“If you liked this article, allow us e-mail you about our new posts.”
“If you’d like to learn more about product/service, you can sign up for our weekly updates.”
“If you are interested in staying updated on what’s going on with us, you may follow us on Twitter.”
3. The Obvious Has to Remain Obvious
Another step you can take in a painless conversion process is getting the visitor clicking through to your product and services pages. For example, in case you have lots of “How to” articles or posts, which talk about ins and outs of your services, make certain that you express everything clearly, so that the visitors would sense that you don’t only teach the thing, but you actually supply the service. You will always get some people, who consider doing it on their own a useless waste of time.
Ensure those visitors see plain and simple directions to the product/services pages by putting something similar to:
“Learn how we may assist you to ______ today!”
4. Stay Connected through Small Conversions
If you are going to pronouncedly use painless, small, and quick conversion points in your marketing metrics, you surely have to follow through with what you promise. So, if you promise to supply industry news on Twitter, then don’t even think about skipping a single update. If you told your visitors that you will send them an e-mail each time you post a new article and then you disappear for a month or two, then you don’t comply with your part of the deal. It is significant to always give the subscriber what you promised you would. And remember that these freeloaders are not in the market for an immediate buy, so don’t give their e-mails and Twitter accounts to your sales team, as you will quickly get into their spam lists.
5. Keep Up with Your Low Conversion Rates
If you’ve placed that value-added content with all those small conversion points featured pronouncedly on your resource, but your marketing metrics don’t get any better, it means that the content doesn’t have the value visitors were looking for. It may also mean that the content isn’t good, which is even worse. This often happens, if you focus your content on search engines, instead of people. In the end, why would someone want to get your updates, if it means getting even more bad information? Keep up with your low conversions and buy content, which would fulfill true needs.
6. Transforming Small Conversions into Major Leads/Sales
The entire idea of having these small conversion points, where visitors can sign up to get your updates on a regular basis is meant to put you on the top of your subscribers’ thoughts, instead of forgetting you in a minute after leaving your site. Nowadays’ not-gonna-buy-it-now visitor can one day become a need-to-get-it-now buyer. When they get ready to open their wallets, you want them to have a thought that they wouldn’t want to deal with anyone except the one, who’s been there for them for all that time from day to day, turning their eyes and loyalty to you.