Those who own an eCommerce website will understand the many trials and tribulations that come with it. Competition is fierce. Customers become more and more difficult to find and their expectations continuously change. For this reason, we’ve put together a list of ways you can capture more leads…
Every eCommerce website owner wants to find some magical way of increasing the amount of leads they get. However, there’s no magic involved, no exact science, just hard work to ensure you’re providing the products and services your customers are demanding. There are, however, ways you can improve your website and its ability to capture customer details that can essentially drive your business forward.
Address Landing Pages
Your website relies on its ability to drive traffic. To ensure it’s able to do this you should invest time into keyword research. This will ensure you’re able to capture the right leads by having the right landing pages in place. However, if you’re building lead capture landing pages, don’t just slap a form on the page and expect it to work. It won’t.
Create relevant and engaging content and provide website visitors with added value, with the ability to input their details for further benefits. Once the page is ready, be sure to drive as much traffic to that page as possible. You can use a combination of the following (all of which link to a specific landing page):
- Google Ad Words
- Social Selling
- Writing regular blog or news content
- Guest posting
Create Downloadable Content
Along with creating landing pages to target specific terms your customers are searching for, you should be creating downloadable content or exclusives they can sign up for, including:
- Voucher codes
- Special access rights
- White papers/e-books
- Help guides
- Case studies
When your website visitors are not ready to buy from you, the ability to provide them with some value and capture their details can be the next best thing. It allows you to build trust and increase brand awareness while capturing their contact details enables you to add them to your future email marketing campaigns.
Add a Pop-Up
So many websites use pop-ups to capture leads, but the key is to do it well and not to alienate your audience. Kiss Metrics published an article that looked at an experiment observing how pop-ups affect user behaviour and found that there was a 9.29% drop in Pages/Visit and a 10.20% drop in Average Visit Duration when a pop-up was displayed within seven seconds of the visitor landing on the site.
Essentially, the pop-up prevented users from reading the content just as they were getting started. Kiss Metrics explain that you should present a pop-up at the end of your content since most visitors will decide whether to subscribe after reading your content. This means using the pop-up as a call to action, guiding the visitor, rather than acting as a barrier.
There are a variety of tools and software add-ons you can utilise to track where your website visitors are coming from, monitor their behaviour as they browse through the pages on your site and capture their contact details. For example, OpenTracker and Gator Leads track your website visitors IP and obtains their contact information. This is great for following up with email or phone contact to ensure they’re satisfied with the information they found on your or for finding out if they need further help.
Customers are 57% of the way through the buying cycle when they engage with a business, and we’ve already mentioned that many of your website visitors won’t be ready to make a purchase right away. So, how do you convert leads or get them to engage with you? One way is to add value continuously to build trust and nurture them through the buying cycle.
How do you do that?
The key is to do a great job of staying in touch with them over a period of time. To do this you’ll need their email address. If you’ve followed the points we’ve already mentioned, you’ll already be capturing prospect contact details through downloadable content, pop-ups etc.
Once you have their email address, you can nurture them through the buying cycle using relevant customer success stories, targeted blogs, webinars, offers etc. This can be done by monitoring how they engage with your email content – What they click on shows you what they’re interested in. This enables you to segment your data in order to target particular people with specific information relevant to them until they’re ready to buy.
If you combine all of these five activities, you should find you experience more website traffic, capture more leads and convert more too!
This article was written by Adeel Mohmood, owner of Aspire eCig UK.