How can you convert a first-time website visitor into a strong lead?
Capitalizing on the website visitors is one of the best ways of lead acquisition. But then is it so easy? Many small and medium-sized businesses complain of a high bounce rate from their websites everyday. In spite of spending dollars on website designing and ranking, the ROI does not meet the mark because of the high number of visitors who quickly flock in and flock out.
One of the leading SMB owner elaborates on the situation – ‘’While my company website does get good traffic, the result is disappointing. Visitors come and then quickly switch over. And what makes things worse is that that we are unable to do much about it because we do not know the customer details and their preferences. ‘’
The challenge of acquiring details from an unknown browser is faced by all organizations. What makes the large organizations survive it is the personal online experience that they offer to their visitors. And this is precisely what now SMBs need to do. When I say personal online experience, I mean use of a few personalization techniques that make the browsers feel engaged to the website.
How to create immediate online experience for better involvement of website visitors –
Understand that when a visitor comes to your website, most likely he has typed a keyword that is related to your line of products and services. And considering this there are high chances that the visitor will search for the item in the on-site search field. This is the perfect moment which holds opportunities for you to create an engrossing experience for the visitor.
Based on the search term that the visitor has put in the on-site search field or the products/services the visitor is exploring, you can understand the exact preferences of the visitor. To get a broader understanding, you can monitor if the visitor has entered into the price and offers section or is checking out the online payment process.
In addition to the behavioral data, technical details can be a great help too. For instance, whether the visitor is using a smartphone, a tablet or an old desktop; or the type of browser being used to check the website, can help you know if the website representation is proper.
Preference based content
Content is one of the fundamentals of online marketing – we all know right? And this same fundamental works for converting unknown browsers into potential customers. With a complete insight into the online personality of the visitor, you are at an advantage to present relevant content that grips the attention of the visitor.
Let’s say you have an e-commerce website dealing with apparels, footwear and cosmetics. If a visitor comes to your website searching for evening make-up, you can always have a content displayed to talk about the festive offers on evening make-up products.
Displaying the right content at the right time will make the experience of the visitor more enhancing which will most likely result into a purchase/registration by the visitor for emails about future deals.
The above-mentioned situation is just one of the examples. SMB owners can use several other tactics depending on the nature of their business. Remember once a positive experience is created for the first-time web browsers, they can be willing to share their personal details which can be feed into your online CRM for marketing and sales professionals to work on.
Patricia is a full time CRM consultant at ConvergeHub and part-time blogger. She has earned herself quite a fame as a specialist and market expert in CRM software. In the last five year she has worked with various companies as CRM consultant to help them move their businesses to cloud. Her expertise lies in offering cloud CRM consultation, CRM customization and integration solutions to small enterprises. For last one she is engaged in building ConvergeHub, cloud-based CRM solution for SMBs, as a consultant.Follow her at Twitter: @convergehub