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4 Winning Lead Conversion Strategies for E-Commerce Companies

Successful e-commerce is all about lead conversion, and some lead conversion strategies work better than others. If your e-commerce site hasn’t been converting to your satisfaction, perhaps it’s time to upgrade your methods. Here are four strategies that can give your online revenue a welcome boost.

1. Implementing Behavioral Targeting

You can’t expect every single human being who visits your site to be an instant sale or even a prospective lead, so don’t waste your time trying to push all your incoming traffic all the way through your sales funnel. Instead, focus on those individuals who exhibit specific behaviors, using different behaviors as indicators of interest in a particular product or service. This technique, known as behavioral targeting, helps you lay out your site and hone your sales content for optimal lead conversion.

Which behaviors can you target? The sky’s the limit, really, as long as your inbound marketing team’s tracking and analytic methods are up to the job. You might target returning visitors, for example, displaying a short list of items similar to those they looked at and/or bought previously. You can target people clicking through from partner websites where you’re running special offers or promotions. Visitors who spend the most time on one page can be targeted to receive further information on that subject. Don’t forget to target your AdWords traffic based on the specific keywords they’re using in their searches.

2. Cultivating Transactional (and Non-transactional) Interest

Just because your visitor doesn’t want to buy today, that’s no reason not to cultivate his current level of interest. If your only call to action is a big “Buy Now” button, you may be losing countless future conversions. Make sure you’re including other, non-transactional calls to action, such as “Click Here to Learn More,” “Subscribe to Our Newsletter,” “Ask for Help,” et cetera. Anything you can do to fan the flames of your visitor’s interest in what you offer can help improve your conversion rate over time.

There’s just one caveat to keep in mind when designing and positioning your non-transactional calls to action: Don’t let them upstage your transactional ones. You might have a visitor who really is ready to buy, only to get beguiled by the “Learn More” link instead of the “Buy Now” button at the last second. Design and position your buttons and links to prioritize the transactional calls to action – just make sure both are readily visible and accessible.


Are your calls to action compelling?

3. Testing Your Calls to Action

No matter how noticeable your calls to action may be, they still have communicate the right message at the right time if you’re expecting to get decent lead conversion out of them. A/B testing is a smart way to try out different calls to action in different locations, or the same call to action with a visual tweak here and a changed word there. This technique lets you see exactly what’s working and what isn’t so you can refine your efforts going forward.

Exactly how your website frames that call to action can make a huge difference as well. For instance, if a specific action from your visitor brings up a pop-up window, does the visitor have the option of simply ignoring the pop-up and continuing to browse (a non-modal window) – or does the box obscure the rest of the screen, demanding the visitor either agree to the request or close the box (a modal window)? Try both methods and see which one results in higher lead conversion.

4. Creating Online Referral Programs

You’ve doubtless seen plenty of these offers in your own online journeys – “Tell a Friend” pages that offer referral rewards for visitors who lead their friends to make a purchase in exchange for handsome discounts and other goodies. This simple idea leverages the enormous power of word of mouth while also getting your visitor to take action, thus establishing a pattern of interaction with your site. It also ensures that two visitors will be back to redeem their rewards for every click of that referral button.


When visitors use your referral program, everybody benefits.

Try these smart lead conversion strategies and see how they work for you. If you’re concerned about redesigning your site for optimal lead conversion, this white paper ought to help. Good luck!

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