You can boost your conversion rate optimization by engineering your website to offer a valuable customer journey. In actual fact, it would be absolutely wrong to lead every user to your opt-in landing page or your sales letter. Don’t be a pushy sales man because customer journey optimization strategy is about directing your visitors to the right page and engage with them to encourage them to jump into your sales funnel.
I’ve outlined four essential steps to an efficient customer journey optimization that you can implement right away and improve your conversion rate.
1. Understand your customer’s persona.
Understanding your customer’s persona plays a great role in optimizing your business for higher conversion. The first step is to define your customer segment precisely.
Begin with exploring your prospective customer’s desires, pains, attitude, and understand their needs. If you’ve discovered a new customer segment, you may modify your business model to accommodate the new opportunity.
Using empathy map not only helps you to speed up the customer discovery process, it also provides you with actionable tools to explore different aspects of your customer’s persona, and craft innovative business models.
Print a copy of the empathy map template and place it on a wall. You can use the template to categorize your questions and focus on what your customers say, do, think, feel, hear and see. Empathy map also enables you to discover more about your customer’s pains and desires.
Gather your team together and answer the following questions but do not limit yourself to this set.
What hinders her?
What does she dream to achieve?
How does she perceive success?
What influences her to make a purchase?
How much social media and communities influence her decisions?
What worries her?
How does she behave in public, and among friends?
Even if you target the same customer group as your competitors, it’s vital not to copy and implement their conversion optimization strategies. For instance, offering free trials or unlimited access to the basic version of your product might sound very intriguing to a group of customers, however, it might not be the right strategy for your business to adopt.
2. Leverage on historical data.
You must be able to back up your CRO strategies with historical data before thinking about which growth hacking strategy to implement. For example, extracting data about your existing customers who have subscribed to your monthly plan can be a great guide to learn more about your customer lifetime value (LTV).
Related: Why Smart Companies Are Making Customer Experience a C-Suite Job
Knowing how long a customer stays with you before they quit and use a competitor’s product enables you to craft engagement strategies that result in higher retention rate. The same scenario applies to businesses who offer one-off deals and generate revenue from selling tangible products.
You can use retargeting strategies and enhance your conversion rate optimization initiative based on your customer’s purchasing behavior. Simply, highlight the group that has made follow up purchases or have referred new customers to your business and engage them with new deals or ask them to join your loyalty program.
Besides, discovering whether these customer segments are referred to you through social networks or backlinks from a partner allows you to adjust your landing page optimization strategies accordingly.
3. Educate your customers.
Instead of driving all traffics to your signup page hoping that they will love your product and make a payment, you should concentrate on setting up an automated process to help your visitors to have a pleasant and educational tour in your website. Take to account that each customer segment has a set of unique needs that must be addressed accordingly.
Whether you are using paid marketing strategies or leveraging on white hat SEO techniques to attract customers to your business, it’s essential to engineer your campaigns to lead your visitors to the right landing page.
For instance, you may publish a beginner’s guide about how to get the best out of your product on your blog and drive unexperienced visitors and new users to your blog before pushing them to your conversion funnel.
Related: 3 Ways to Strengthen Your Email Marketing Impact
On the other hand, you can set up a separate ad for expert users and get them to visit your limited-offer product page. This way, you are addressing your customer segments the right way, as well as improving your conversion rate that consequently results in higher ROI.
Truthfully, focusing on numbers and prompting visitors with ‘signup now’ popups before they even know what values your product can offer will impact your conversion rate, negatively.
4. Engage with your customers.
One of the common mistakes that online marketers make about conversion rate optimization strategy is to call it a day the moment the customer make a purchase. According to Econsultancy, 82 percent of companies admitted that customer retention is significantly cheaper than customer acquisition. It was also reported by Ipsos that customer acquisition costs 500 percent more than retaining customers. Setting up a blog, and putting together a solid email marketing strategy to keep your customers engaged with useful tips will invigorate your customer retention strategy. Simply leverage on strategies such as content marketing to craft a piece of content, preferably a step by step guide and share it with your customers.
You must take your business relationship more serious than whatever is defined in your terms and conditions. Engaging with customers after they buy your product can result in stronger customer loyalty. You could even make them love your business by finding the most challenging issues that your customer face when they use your product and help them to address it for free.
Marketing and advertising are realms with untold possibilities, especially in the modern digital age. There are literally hundreds of different strategies and tactics you can employ to improve your brand’s visibility, acquire new customers and retain the customers you already have, longer. But having all these options calls up the paradox of choice:
How can you be sure you’re choosing the right combination of tactics?
Related: How to Implement a Killer Online-Marketing Strategy for $15 a Week
One of the best solutions I’ve found is to treat your marketing strategy as an “all-in-one” seamless unification of tactics, rather than individualized execution plans. The ultimate goal here is to create a kind of engine that consistently funnels traffic back to your site, where you’ll be better able to convert that traffic to actual customers.
3 basic realms
For this strategy, three main realms are important, with each drawing power from and contributing to, the others, in terms of reach and significance. Because these areas are mutually beneficial, they’re especially powerful:
Content. Content marketing has generated a lot of buzz in the past few years. With a sufficient content strategy, you can improve the results of your SEO and social media campaigns (thereby drawing more traffic to your site), build your brand visibility and reputation and even give yourself a higher conversion rate, if you include good calls-to-action (CTAs).
SEO. Search engine optimization (SEO) is a realm that depends on content marketing for success. With good SEO, you’ll help your site rank higher in Google searches, yielding more organic search traffic for your site.
Social media. Finally, there’s social media marketing, which can complement and enhance both your content marketing and SEO efforts; here, you’ll build a following and make your content more available for other people to read and share.
Related: The 6 Online Marketing Strategies Every Entrepreneur Needs
The foundation: your website
By necessity, everything needs to start with your website. This is where the majority of your traffic is going to be funneled, so you need to have a good foundation. Your website will also serve as the hub for the three realms listed above. You’ll want to pay special attention to three areas: http://www.reviewengin.com/bloggers-playbook-review/
Branding and design. Your website will form most users’ first impressions, so make sure you’re showing off your brand fully and accurately. You’ll also want to make sure your design and functionality are in order, as these can make or break a user’s experience.
Search optimization. Outlining the technical factors here would require more space, but clearly you’ll have to work on your on-site optimization before you get involved with any ongoing strategies. Title tags, meta descriptions, responsiveness, your sitemap and your robots.txt file are just a few major considerations here. For more factors, see The Ultimate On-Site SEO Guide.
Conversion optimization. You’ll also need to make sure your site is capable of producing conversions, the lifeblood of your online marketing strategy. Include CTAs throughout your site, and optimize them to maximize your potential conversion rates.
Once your website is in order, you can focus on your supportive ongoing strategies.