Tips For Transforming Website Visitors Into Leads

transforming website visitors into leads

There are a number of ways in which you can generate traffic to your website.  Most common is search engine marketing and search engine optimization.  However, the hot tactic now is content or inbound marketing.

Inbound/content marketing is about creating content that draws potential customers to your website. Typically this content includes white papers, blogs, case studies, articles, etc.  Increasingly more companies are adding video to the list of content types and those that are really innovative (like Velaro) are creating what’s known as “decisionaires.”  Decisionaires provide the site visitor with content that is specifically tailored to their individual needs – instantly.  Take a look at one of Velaro’s decisionaires by clicking here.

Companies use inbound marketing, and a variety of other techniques, to drive people to their website.  The thing is, what do you do with someone once they get to your website?  How do you take a site visitor and turn them into a lead?  Well, here are a few ways to do this:

  • “Gate” Your Content – this involves requiring a site visitor to fill out a form in order to access the content that you are promoting.  This is probably the most common approach to converting a site visitor into a lead.  The problem is that some people aren’t willing to provide their contact information in order to access a piece of content.  The result is that many potential clients either abandon the gate form or complete the form with bogus information.
  • Pre-Chat Survey – if you can attract people to your site, then there is a good chance that the site visitor will have some interest in your company, products, or services.  And, if this is the case, the content on your website will most likely not answer every question that the site visitor might have about your company, products, and services.  So, to address those questions that your website can’t answer, you should have a “Chat Now” button strategically placed on your site.  When clicked, the site visitor will be asked to provide their name and email address and their question or concern.  In this case, a site visitor is more likely to complete the form and to provide valid information because providing this information assists the chat agent in answering their questions.  This approach is more likely to render valid site visitor information than the gate form approach mentioned above.
  • Decisionaires – this is something new and we’ve been having some good results with it.  Basically, to get content that is personalized to the individual needs of a site visitor, the site visitor is asked a set of questions via an online assessment.  Upon answering the questions, the site visitor clicks a button and immediately gets an automated, personalized report, white paper, rating, etc.  This approach to converting a site visitor to a lead encourages honest responses to the questions that the decisionaire poses and site visitors are less likely to abandon this – as opposed to a gated form – because they understand that their responses will be used to provide them with personalized content, which they find highly beneficial.

Let me be clear, I’m not suggesting that you only use one of the tips above to convert website visitors to leads.  You should – like Velaro does – use them all.  But you should understand the benefits and downfalls of each and use an appropriate mix to maximize your online lead generation.  Keep in mind that with the first tip – gating your content – the perception of the site visitor is that by providing you with their contact information the only one who benefits from this information is you.  Since they don’t reap any benefit in providing this information to you then they are encouraged to either lie or abandon the form.  With the other 2 tips above, the site visitor directly benefits from answering the question that are presented to them and are therefore more inclined to respond honestly.

The importance of mobile customer engagement for ecommerce stores

mobile customer engagement strategies

Just because your users are browsing your virtual store from a smaller screen, doesn’t mean they should be any less engaged with your content. Mobile ecommerce transactions are expected to exceed 1 trillion dollars by next year, keeping your users engaged with your content from mobile devices is an important element of maintaing success now, and in the future.

Embrace the mobile revolution! Utilize these tips to increase mobile customer engagement and generate more revenue in the process.

In today’s post were going to discuss:

  • The importance of mobile customer engagement for ecommerce
  • Mobile customer engagement strategies that can be implemented relatively simply
  • Why live chat for mobile is an excellent engagement solution
  • How implementing mobile engagement strategies can increase in store purchases as well as mobile ecommerce transactions.

Here we go.

Why is Mobile Customer Engagement So Important?

Why is mobile customer engagement so important you ask? Let’s take a look at some cold hard statistics related mobile ecommerce.

  • 56% of American adults own a smartphone
  • Those in the 30 to 49 age category making 75,000 or more – 87% have a smartphone
  • Mobile transactions are expected to exceed 1 trillion dollars by 2015
  • Global mobile traffic now accounts for 15% of all internet traffic
  • 10% of all retail ecommerce dollars are spent on mobile or tablet
  • 51% of shoppers research products online before visiting a store to purchase

Stats courtesy of Marketing LandYankee Group, and OuterBox.

A large chunk of internet traffic comes from mobile, mobile transaction will exceed one trillion dollars, and 10% ecommerce money spent comes from a mobile device. What these statistics mean is that mobile devices play an active role in ecommerce. Mobile influence will to continue to rapidly increase in the future.

If you don’t have some sort of mobile marketing strategy in place, not only are you missing out on huge opportunities right now, but in the very near future you’ll struggle to stay relevant in the ecommerce realm what so ever.

The entire landscape of ecommerce will soon undergo a seismic change requiring each and every ecommerce environment to have an a mobile app, a responsive website, and a mobile customer engagement strategy.

Mobile Customer Engagement Strategies

A quick google search will turn up hundreds and hundreds of mobile marketing strategies.  We’ve highlighted a few of our favorites that are effective, and easy to implement.

Simplicity is Key

On a daily basis consumers are bombarded with thousands of different marketing messages coming from their TV, phone, computer, and just about every other device. If you want users to actually pay attention to your message, and utilize your mobile site or app, be sure the design is simple and clean.

Avoid overstuffed navigation bars, and keep the number of functions minimal. Users should never be more than 2 to 4 taps or clicks away from what they’re looking for.

Mobile Commerce

If you expect customers to make mobile transactions, they should be able to easily place orders and make purchases from your mobile website or app. This means having a dedicated mobile app, or a mobile friendly website to accommodate the growing number of devices users browse from.

This also means that making a purchase from a phone or tablet shouldn’t be a painful process. If you want to leverage the benefits of mobile commerce, make sure your users can actually research and purchase the things they want. Remember simplicity is key. Users should be able to quickly and easily view all of the information they need about a product, and make a purchase within a few taps.

It’s becoming more and more common for in-store shoppers to fire up their mobile browser to seek more information and product reviews before actually making an in-store purchase. Not only can a effective online customer experience boost ecommerce sales, but it can also generate more revenue in-store as users turn to their phone to gather extra information on in-store products.

Online Customer Service

Online customer service is more important than it has ever been. Consumers no longer have the patience to dial up a 1-800 number and wait for an operator. Cut down on this annoyance by having a comprehensive FAQ page, installing live chat software, and offering a self-service knowledge-base to your customers.

Customer Analysis

Ecommerce environments, websites, and mobile applications produce an endless amount of user data. Use this data to your advantage and build your mobile customer engagement strategy around it. There are a number of tools out there that give you insight into the performance of your website or application, pick one, install it, and use that data accordingly.

Live Chat on Mobile Devices

 

Keys to engaging hyper connected users = personalization and relevance.

What better way to personalize a user’s experience than to have a real live person reach out to them? Engage your customers no matter where they are or what device they’re using with live chat software. We all know how frustrating it can be when you have a question about a product and there is no one to turn too. Having live chat agents ready to field questions is the best way to boost mobile engagement.

Mobile browsers are impatient, even if your high value content is a tap or two away, some times they won’t find it. Having a live chat agent there to offer help from any page on the website will increase conversions and mobile customer engagement.

Mobile live chat is the most accessible form of customer service, it will reduce customer support costs and increase ecommerce revenue.  Mobile live chat also gives you valuable feedback directly from the customer about frequent user needs, requirements, and questions.

Call center tips for getting the most out of live chat

Here are a few call center tips for getting the most out of live chat software

We all know the importance of having live chat software on your website but not everyone uses it to its fullest potential. Here are a few call center tips for getting the most out of live chat software.

Live chat software is convenient for your customers, it can help reduce your expenses, it can increase sales and give you an edge over the competition.  It is obvious that live chat service can really take your business to the next level but only if the right system is selected and only if it is well implemented.

As a call center consultant, I have been able to see first-hand, many businesses that have either chosen the wrong live chat solution or have failed to implement or utilize the right solution to its fullest potential. Here are some important call center tips to ensure you get the most out of your live chat service:

Call Center Tip #1: Comprehensive reporting

My first call center tip is to have comprehensive reports easily accessible. After all, you can’t measure what you can’t track.

Real-time and historical reports can help make your live chat efforts more effective and profitable. Just as you would do with live calls, live chats need to be monitored.  You agents utilization rate must be part of your performance management.  Your missed chats, or abandoned chats must be tracked.

You should have reports available that will help you determine who the best and worst agents are, who needs to be trained, who handles angry customers efficiently, and who needs to be rewarded.  If you do not have or are not utilizing these chat reports to their full potential – you are missing out on big opportunities for improvement.

Call Center Tip #2: CRM integration

I have always been an advocate of automating routine processes to allow the agents to focus on the sale or the service being provided rather than on the manual steps necessary to access an account or provide information. I have seen 4-6% improvements in sales conversions as well as chat time slashed in half just by successfully integrating chat with the company’s CRM.

There are many ways integration can help enhance the outcome and speed of a chat.  Automatic creation of new leads, automatically prepopulating variables, and retrieving the client’s account information upon initiation on a chat are some of the many examples I have witnessed of how companies have made their chat much more efficient.  Trust me.  Get the most out of your live chat investment by integrating your CRM.

The reports used, the methods applied and the depth of the integration will vary a great deal from company to company.  What is important here is to think outside the box, determine what must be accomplished to simplify the process and improve conversions, and never ever be afraid to try new things until you find what works for your business.

You have the ingredients, now go make your own recipe for success.