ead generated does not meant lead converted. For that to happen a few steps must take place in between. You should aim to make the customer experience as compelling as possible, only then will they commit to a purchasing decision or placing their personal e-mail address into your newsletter.
Key note: your main concern should be to make your lead's journey from point A - visiting your website - to point B - converting - as mindless, fast and intuitive as possible.
If something requires a large investment of time—or looks like it will—it’s less likely to be used.– Steve Krug. Author of: Don't Make Me Think, A Common Sense Approach to Web Usability
The more your leads need to invest, the less likely they're to convert. Which takes us to the first point:
#1. A Direct, Easy Funnel
A potential customer that enters your website follows a number of steps that take him through the funnel. You need to make sure as many leads as possible succesfully convert through the funnel.
We could say there's two types of funnel:
What does yout website model look like?
-If you have a super-flashy website, with loads of irrelevant information scattered all over...
-If your lead needs to figure out the path or if it takes conscious effort from them to land where they should convert...
-If there's not a clear direction to follow, then your website model looks more like the funnel in the right...
Count the amount of hops there are up the funnel and think of it like the amount of different pages and sections a lead had to go through to conver. Only to arrive to a small hole and struggling to convert (which we would like to unclear payment information or a landing page that struggles to render properly, etc...).
If - alternatively - your website model has no more, no less than the required pages, steps and information. And your lead is happy and compelled to convert, then your funnel would look more like the one in the left.
Get rid of half the words on each page, then get rid of half of what’s left.– Steve Krug. Author of: Don't Make Me Think, A Common Sense Approach to Web Usability
#2. Visibility On All Devices
As Gary Vaynerchuck - world class entrepreneur - would say:
We live in the era of communication and multi-device social networking.
Desktops are still relevant today, but the population is steadily shifting from desktop to mobile phone and tablet.
If you're not on all three devices you're out of the game.
If your website is not adapted to display on phone and other devices, people coming into your website from any of those will likely bounce out and research other sources.
Giving up such a large portion of the pie is not a winning bet in these times of competition.
You wanna have a responsive website like the one you're reading:
You can hire services for responsive web design in my website.
#3. Relevant Contact Info
Before a customer converts and takes a risky decision like inserting their credit card they need to make sure that you're realiable.
You do so by displaying thorough contact information so that they know who to address if anything happens.
Customers don’t expect you to be perfect. They DO expect you to fix things when they go wrong.– Don Porter. CBE, Managing Director
A research conducted by KoMarketing resulted in the B2B Usability Report, from which we can gain some insight on customer preference.
The main takeaways are the following:
Provide Thorough Contact Information
You need to let them know you're real and not a scammer - in doing so, your potential customers will feel more confident to make business with you.
As the conducted survey suggests:
And more evidence...
I guess it's safe to say you should always keep your info updated so your customers:
-A: know where to rely on in case of any inconvenience.
-B: they're confident that the person/team behind is legit.
To link this back to the previous point - making the funnel as easy as possible - we could say that offering the customer a direct channel through which you and them could stay in touch will result in an increase in customers. Not only is it demanded by the customer base, but it also makes the purchasing decion much faster and more direct.
Just like the one I presonally use:
Instead of opening their own email clients, or going an extra step to reach me, they just have to scroll down the main page, fill out basic info and send it.
I immediately receive an email in my personal email account, and can get back in touch whenever it is most convenient.
It's a win-win.
#4. Testimonials And Reviews
Allowing your leads to share and review their experience in your site or with your product will skyrocket your conversion rates.
Very simple, because it allows them to skip the whole process to determine whether it works or not.
They're less afraid of your product turning out to be a scam, as the amount of positive reviews reinforces the credibility you offer and takes a huge burden off their backs.
Obviously there will also be negative reviews.
Don't be too afraid of them though - they're to be expected:
A negative review helps your potential customer clear the possible blindspots they could have about your product. They don't expect the perfect product, they just want to know whether it will cover their needs.
One negative review here and there will increase your credibility as well:
Because it shows your leads that you're not biasing, concealing information or telling half-truths. Negative reviews - as long as they're not excesive in number - can be leveraged to display honesty and to gain feedback from your customer base - which is a huge point to be discussed separately.
#5. Integration Of All Your Social Media
Do I need to post again Vaynerchuck's quote?
Hope I don't.
As he said in point 2: mobile phones are the new TVs.
We could then say that social media is the different channels for that TV:
- And so on...
You've got all these available to you.
It is not like in the old days, where you had to own or participate in a TV channel and have a gazillion dollars to reach mass consciousness.
We're slowly shifting to a new paradigm:
The paradigm of personal branding
Since you have all the tools to reach the masses, your only task is to create enough gravity around yourself for these masses to flock in.
Personal branding means putting your unique personality and angles into the image sustained by your business.
It allows you to fully differentiate yourself from the rest and make your customers stay loyal to you due to your uniqueness.
How do you let them know about my uniqueness?
By telling them.
How do I tell them?
Don't know, where is most of their attention throughout the day directed to?
To... to their phones?
What exactly are they doing with their phone? mostly
They're on social media all the time! Their focus is limited to that, and they pay a lot of attention to anything!
Now you get it ;-)
What are you more likely to remember?
A- The TV commercial that resonated in the background while having lunch
B- The sponsored Instagram post that related to your passion for gardening?
That's why integrating your social media profiles in your website and using them a lot will make a huge difference to your exposure rate. And will grow your personal brand tremendously.
All these 5 points should serve as a guide for you to conduct your online business.
It might seem like a lot to handle...
I'm sorry to say it indeed is.
But it is what it takes, progress is only attained through effort. And hitting on these points definitely requires a lot of effort.
Good news is:
You don't have to personaly take care of all of those, the beauty to business is seeking cooperation and reaching win-win agreements.
It is crucial to save time by outsourcing. The financial cost might be a concern, however the opporunity cost is much higher and it should be considered.
To deepen this point I suggest to read Tim Ferriss' The 4 Hour Workweek. It is in my opinion a must-read in the world of modern business.
If you spend your time, worth $20-25 per hour, doing something that someone else will do for $10 per hour, it's simply a poor use of resources.– Tim Ferriss. quote from: The 4-Hour Workweek
This is why offer solutions for all 5 mentioned points. I would love to hear about your project and discuss a possible collaboration.