Seeing a spike in online traffic might put a smile on your face, but unless you know how to get consumers past the click, this joy will prove fleeting. Here are some tips on increasing conversions.
Find Them on Facebook
With 1.13 billion active daily users, Facebook is not only an effective way to reach your potential customers, it's also an efficient way of driving conversions. With the data the company has access to, it's possible to target your reach to specific locations (e.g., ZIP codes or geo-fences) and purchase behaviors. Be sure to create a Facebook Pixel to place on your own website so you can retarget audiences.
Grab Their Attention With Paid Search
Search Engine Results Pages (SERPs) are hotbeds of competition. If someone is looking for what you have to offer, you want to be on top, or very close to it. This is where Pay Per Click (PPC) campaigns can come in handy. You set your budget and then only pay when someone clicks on your ad, ensuring your targets are interacting with your ad. PPC can work quickly to spread the news of a sale, new products or a company announcement. When you experiment with keywords, you'll learn a great deal about what your ideal customers respond to.
Bring Them Back Through Retargeting
The basis of retargeting is reaching out to customers who visited your site but failed to convert. Inc. points to data that suggests 98 percent of visitors won't spend any money on their first visit to your site, while 55 percent won't even stay longer than 15 seconds. You've probably seen retargeting before: You look at a pair of running shoes, then ads for those running shoes pop up no matter what website you're visiting. This reminds customers what they've looked at and helps them find it easily.
Retargeting works by placing a small piece of code into your website that drops an anonymous browser cookie onto your site's visitors. The cookied browser lets your retargeting provider know when to serve ads, ensuring that the only people who see them are previous visitors to your site.
Entice Another Conversion With Loyalty Programs
Repeat customers tend to spend more money than new customers. In the case of Zappo's, as Forbes notes, they account for 75 percent of their sales. Offer loyalty programs and coupons that can be redeemed in exchange for some customer information, and consider these form fill-outs successful conversions.
It is a major hurdle to attract visitors to your website, but you can't stop to congratulate yourself on traffic. That's just the beginning of a long and beautiful customer relationship.