3 Ways To Leverage Your Website Visitors
Your website is one of the important tools you have in your arsenal and knowing how to leverage website visitors to grow your business is a key strategy that every business should know.
People came to your company website through various avenues. It could be because they:
- Saw an ad online or offline
- Were referred to you by a friend
- Conducted a search for a possible problem and your site came up in the search results
However they came to your site, we can boldly make this assumption: They came to your site because there were interested in what you sell in one way or the other.
Now, this interest varies. They may:
- Be trying to look for a solution to their problem
- Know what solution they need but exploring various options
- Have decided on your products/services as the solution and are looking to find more information on this.
- Be existing customers looking for a way to contact you.
Whatever the case may be or wherever they may be in the customer journey, it is an important step visiting your website because that lets you know they can be potential customers.
The challenge, however, is that people forget.
Life gets in the way and because someone came to your website does not automatically mean they will become a client.
In fact, studies show that it takes up to 8 touches for a message to stick to a customer.
This means visiting your site once is not enough.
Visiting your website just identifies an individual as a potential client.
It is your job to follow up with them and ensure that you take them from whatever stage of the customer journey they are to becoming customers and brand advocates.
This means a client will have to interact with your brand at least 8 times before becoming a customer.
Do This First
In order to leverage website visitors, you must enable tracking on your site.
This involves installing tracking codes on your website to enable you:
- Know Who is visiting your site
- Know What are they looking at
- Be able to follow them up with relevant and targeted information.
What You Should Install On Your Website
With Google Analytics, you will be able able to know and have more insight into your website visitors like:
- How people got to your site,
- Where they are from (location),
- What pages they are visiting while on your site,
- How much time they are spending, etc
These are short pieces of code provided by social media platforms, email marketing software, search engines etc.
They allow you to target website visitors with specific messages.
(Recommended: 30 Digital Marketing Tools You Should Use In 2020)
This refers to visualizing software that allows you to see what people are doing on your website.
You actually can record sessions and see how visitors interact with your site. This can also give you ideas on what portions or aspects of your website need optimizing.
How To Leverage Website Visitors
There are 3 major ways that you can leverage website visitors and I’m going to share those with you right now:
Typically, when a potential customer comes to your site, they look around and then they leave, and chances are, they never come back.
But it doesn’t have to be that way.
Instead, give them a reason to give you permission to contact them again.
How? Offer them something of value in exchange for their contact information. This is called a Lead Magnet.
As the name suggests, a Lead Magnet is something that attracts your potential customer to become a lead (that is, give you their contact information).
And I’m not just talking about “Sign up for our newsletter”. That would work only 1 in 1000 times.
A lead magnet must be something that would add value to them and help them get to their desired goal.
This works in any industry and I’m going to give you a few examples right now
Lead Magnet Ideas
JustFab offers site visitors the chance to join an exclusive VIP club that allows them to purchase their first item at $10 no matter how much the item actually is. For items that are usually about $40-$100 dollars, this is a great deal.
Would a potential shopper want such a huge discount? Heck, yeah.
And just in case you’re wondering: How are they able to do this?
It’s simple. They know and understand the Lifetime Value of their customer.
Personal Care: Dollar Shave Club
Dollar Shave Club offers a personalized grooming routine just for you after you answer a few questions.
Would someone who is looking into a grooming kit be interested in a personalized routine that’s just for him? Definitely
Mattress Company: Casper
Casper offers website visitors an exclusive 20% discount off a purchase if they enter their contact information.
If you’re really shopping around for a mattress and you know you want a Casper mattress (who doesn’t?), then chances are you’re going to be up for that additional discount, yes?
Again, people need 7-8 touchpoints before doing business with you.
The more you understand your customers and know what they want, the better offers you can give them and the more likely you can turn them into customers.
Activate Remarketing Campaigns
People are busy. Life gets in the way. People need to be reminded of you.
That’s where pixels come in.
They have been one of the most ingenious inventions of the last 5 years that still only about 10% of businesses utilize and even less actually utilize well.
A pixel is a simple piece of code you include on your website that allows you to track activities done on your site.
Installing pixels on your website allows you to follow your website visitors up after they have left your site, keeping you top of mind, following them with targeted marketing messages, and giving exclusive offers just for them.
Imagine you’re shopping online, and you see a pair of shoes and spend about 3-5 minutes on that page. That tells me that you’re interested in those shoes.
Remarketing allows me to meet you on any of the social media platforms or virtually any website in the world, and offer you an additional 10% on those particular shoes if you take action within 30 minutes.
How cool is that?
Now, when it comes to remarketing, there’s a wrong way to do this and the right way to do it.
To see how to implement this in your business, schedule a consultation with one of our experts.
Yes, remarketing costs money is worth it for the simple reason that it is one of the most targeted forms of marketing out there, and you’re sure the people you’re paying to get in front of, have an interest in what you sell.
So, it is definitely worth a shot.
OnSite Chat Feature
Another way to leverage website visitors is to lead them exactly where they want to go.
When visitors come to your site, they might not always know exactly what to do, or where to find the information they are looking for.
Most websites take on a “well, figure it out” approach.
What generally happens with that is visitors spend less than 30 seconds on the site and then close the site and never return.
But there is a better way.
Having an onsite chat feature available for site visitors once they hit your site.
Better still, if you can have an automated system that welcomes people to your site immediately they hit your site, asks leading questions and directs them to the information they need most, you’ve struck gold.
The better the experience people have on your website, the more likely they are to actually remember your site.
People don’t remember what you say. They remember how you made them feel.
And that’s it. Your turn?
What ways have you been leveraging your website visitors?