By: Malcolm Duckett, CEO, Magiq
As with everything in marketing, great results don’t come for free, but neither are they blind chance. Modern marketing automation solutions enable businesses of any size to cost-effectively market like megabrands, helping them to emulate big business success in digital terms by dramatically improving and increasing conversion rates.
Unfortunately, marketers’ traditional ideas of conversion and purchase funnels are outdated. To truly optimise conversion rates, companies need to shift focus onto the customer and their individual lifecycle with the brand or business. If someone has visited a site more than five times, but hasn’t yet registered, then a trick is being missed. The consumer clearly has an interest in the brand—it’s high time the brand gets interested in them.
The first step is identifying and targeting brand lovers. Reaching out to the people who look at particular items several times and offering them brand-specific communications can vastly increase consumer response. Another target should be the website’s unregistered visitors. Bringing up a simple one-drop-down-form on their website can bridge the gap between knowing nothing about a new visitor, to pulling them into their brand’s orbit, enabling far more sophisticated and individual-level targeting.
Additionally, when someone lands on a page, marketers can use new technologies to understand all sorts of information about them, enabling them to personalize the landing page accordingly, moving the relationship along and improving conversion. It’s also important that marketers recognize that when a visitor abandons a basket it’s not a sign of failure, rather, it’s the signature of an opportunity. A visitor who picks up, inspects, and drops an item in their basket is demonstrating a level of interest in the item that no business can ignore.
Once marketers have profiled and segmented site visitors, they need to use that insight to personalize web pages, emails, or even inform sales calls. Marketers want to give the visitors the feeling that the business cares about them as an individual, and bring them yet another step closer to a conversion.
Most importantly, to effectively enhance conversion rates marketers must measure them. Comparing conversion rates of visitors in the control group, who are not targeted, with conversion rates of visitors who are targeted shows the relative performance and success, or otherwise, of the programs. Once businesses have solid data on the factors successfully influencing conversion, they can target visitors to encourage those behaviours, creating much more efficient websites and dramatically reducing the amount of conversion opportunities that are lost.