Which Website Visitors Are Most Likely to Become Customers?
Online marketing is a powerful tool to generate leads, but how do you figure out which are worth going after? Here are some tips to help you filter out the good from the bad and focus on the leads that will lead to paying customers.
1. Understand your audience
First, make sure to really get to know your audience — what drives them? What are their pain points? What questions are they likely to have about your product or service? By getting to grips with their needs, you can optimize your site to convince someone who is newly aware of your company to become a purchasing customer.
Mapping out your customers' user journey (all the steps your customers go through when engaging with your company) will help you to target content at the right stage of the buying process.
For example, you might find that your blog posts are bringing in traffic but have a high bounce rate (the percentage of visitors who navigate away from your site after viewing only one page). A high bounce rate indicates that these posts need some attention to grab potential customers' attention and get them to take a next step.
Here's a great place to start when seeking to find out who your customer really is:
In Google Analytics, look under the 'Interests' drop down, and review Affinity Categories (visitors' overall online interests) and In-Market Segments (the interests of people who are actively searching and comparing your product/service) .
You'll be able to see the conversion rate associated with each interest of your visitors, so you can really start to tailor your digital marketing efforts — whether it's content for your blog or a paid search campaign. As a result, you may decide to produce more blog content targeting the subjects brought up in your In-Market data — for example, you may create posts comparing products or services that you know people are actively searching for.
2. Gathering information is a collaborative effort
Companies where marketing and sales teams work closely together achieve 38% higher sales win rates. But the importance of collaboration and sharing information extends beyond marketing-sales synergy:
- Ask frontline staff (e.g., receptionists or customer service specialists) who are speaking to your customers every day to share what they're learning from interacting with customers.
- Use their insights into what customers like and don't like to optimize site copy and call-to-actions (CTAs).
3. Use content to identify your best bets
Once you know what content to create, based on these audience insights, you may be more successful at attracting the right traffic, for example through a white paper featuring unique insights about your industry.
But how can you tell who is truly interested in your product? Here's where forms can be helpful — visitors interested in that white paper are asked to provide some basic information before downloading, so that you can determine whether someone has a genuine interest in your product or service. That will help you decide where to put your effort in terms of following up. For example, you can use forms to find out if the visitor interested in the white paper has the budget for the service you offer.
Here's how to create an effective form:
- The shorter the form, the more chance the visitor will complete and submit it. Some forms only ask for an email address.
- Collect enough information to identify what leads to follow up with. This will depend on the nature of your business. For example, if you're a design agency, you'll ideally want information on typical project scope, deadlines and budget so you can very quickly determine whether they're a customer you can help. Whereas if you run a doggy daycare business, you might just need to collect an email address and information on how many dogs the potential customer has, and when they need doggy daycare.
Creating forms is a balancing act — you want to collect enough information but not so much you turn people off. It's a matter of weighing how many leads you'll get vs. the quality of the leads. If you're not sure how long your form should be, A/B tests can help you figure out the optimal balance.
Getting people to your site is only the first step in turning visitors into customers. The more you can learn about your target customers, the easier it will be to make sure your digital marketing efforts pay off.