One of the biggest challenges most businesses face these days is lead generation. Many business owners think that all they have to do is build a website and the customers will come rushing in. However, in today’s digital world, converting leads to sales is a lot more complicated than that. The ever-changing technology, increased competition, and sophisticated buyers have made it much more challenging to achieve the results they are looking for.
Generating leads is one thing and converting them into sales is another thing. You can do step 1 and forget about step 2. You need to focus on both lead generation and lead conversion.
With the stiff competition nowadays, how are you going to set your business apart? What techniques do you need to apply to make converting leads easier for you and your team?
The online experience
There are many conversion rates you can dissect but we can start with the website. The average website conversion rate across multiple industries is 3%. This simply means that 3% of people visiting your website will convert into sales.
Whether your prospects find you on their mobile or desktop, you must offer them a seamless and positive experience. Your website is your initial sales pitch. Sending your team outside to talk and present your sales pitch to every prospective client is not feasible enough. Your website is where you can tell them what your company is about and what you are offering. Thus, it is important that when they visit your website, they will have an engaging experience.
If you want your website visits to turn into sales, you can try employing these ideas:
Your website’s design sets the tone for your conversation with the visitor. Remember that your website is your initial sales pitch so your visitors should have a good impression of your site. If your website is designed poorly, likely, your visitors will not come back again and they won’t find your brand trustworthy enough. Hence, your website must be creatively designed and easy for the users to navigate through. Your landing page must be catchy enough to tickle their curious minds. Furthermore, make sure that your call-to-actions are also targeted. If you can’t customize your CTA, just make sure that you keep it short but with command. The shorter the CTA copy, the better.
The conversion methods you offer on your page should not be presumptuous but rather offers value to your visitor. If you invest in user experience, those visits will most likely turn into sales. You must update your Contact Us page and keep the contact form as short as possible so the users won’t find it tedious to fill-up the form. Make sure that you utilize the checkout form as well. You can avoid the abandonment at the checkout by curbing the surprise of extra costs. If they’re too high on the cart page – shipping, taxes, fees, etc.—the prospects will leave.
One important factor that makes the visitors engaged in your website is your content. You must have a strategy that accounts for your blog, product pages, and even external assets such as Google My Business listing. Understanding Search Engine Optimization is essential as well as knowing your ranking with Google search results and how your reviews can boost your visibility.
You can also utilize the power of customer reviews and testimonials on your site. By adding customer stories or quotes to your site, you’re adding more credibility to your brand. Moreover, 72% of consumers say positive testimonials and reviews increase their trust in a business.
You can also make your content more engaging and cutting-edge by adding video productions. Watching a product video increases the confidence of 52% of consumers in their online purchase decisions.
The in-person experience
This is the opportunity to close the sale. The in-person experience is similar to the online experience – you should still plan for clear, simple CTAs, no surprises at checkout, and an aesthetic that fits your brand. It is important to consider these three areas if you want a positive in-person experience:
- Customer engagement
Make sure that you attend to the customer at a speedy level so they won’t have to wait for long and you or your staff should have that friendly, positive vibe so your customers won’t feel intimidated or taken for granted. Their convenience is your top priority.
Arrange your products in such a way that it is easy for the customers to locate what they need. You can also upgrade your store layout to make it more engaging for the customers.
-Consumers love discounts and promotions. Whether you offer promotions to your email list and encourage in-person sales or invest in signage for your store, promotions are an expected part of a buyer’s journey. You can utilize opt-in texting as the perfect channel to suggest offers and convert leads.
There are a lot of conversion techniques you can use and employ if you want to convert your leads into sales. It is important to narrow down the options to fit your business needs. Prioritize few techniques, test them if work and implement a plan on those techniques. You can eventually add in additional options as you get comfortable.