Inbound Marketing

7 tactics to increase your website conversion

Believe it or not, nobody wants to say NO to you (this is not actually a good thing)

An inbound marketing funnel will help triple your website’s conversions from the average lead rate of 2.35% because the average website goes straight for the jugular by giving visitors one option – “call us and get cornered by a salesperson” – instead of a few less threatening choices.

Few people will actually make direct contact because of the risk of having to sit through a sales presentation that they’re expecting to have to say ‘no’ to, and nobody wants to have to say ‘NO’ – it doesn’t make us feel good — does it?

What happens when you make it easy and ‘non-threatening’ for website visitors to engage with your business?

Research reveals that at least 14.6% of all our organic website traffic is likely to convert (compared to 1.7% from outbound tactics like direct mail or advertising) when you have a well-developed conversion pathway on your website.

Here are 7 tactics you can apply to improve your website conversion:

  1. Make an irresistible offer

Put a compelling offer upfront – a market penetration package that describes what you’re offering, the benefits of the product or service, a guarantee and a fair price.

Yes, the price – being upfront with your prices engenders trust.

The offer is more effective when delivered within a hero story.

  1. Install a lead magnet

Offer a good quality, current, relevant educational eBook, eGuide or White paper in exchange for their first name and email address.

Make sure you deliver on your promise and give good value, or you will lose all trust.

  1. Cater to their need for more information

Give website visitors an option to register for a webinar or an upcoming seminar on the subject of interest.

  1. Offer a free consultation, within limits

Offer a 15-minute telephone consultation or three questions answered (whichever comes first) – ‘no obligations, just an opportunity to answer three of your most pressing questions (anything else incurs an hourly consultation fee)’.

Offering to answer questions at a price actually builds credibility and trust because it takes the risk out of uncertainty.

  1. Set-up opt-in notifications

If you have a good blog, give your website visitor an option to be notified when you’ve posted something new. PushCrew is good for this.

  1. Encourage them to subscribe

Offer an opportunity to subscribe to your good quality educational newsletter

  1. Use all 7 on your website

Use all the above because different people, depending on where they are in the consumer journey, will have different levels of risk aversion.

What does a standard ‘inbound’ conversion pathway cost?

The Iron Road basic conversion funnel set-up includes:

  1. An interview, research and writing of a 1000-word lead magnet eGuide (relevant, current, educational) to third proof (excludes authors changes)
  2. Design of an eGuide cover and layout of the  content to PDF ready
  3. Set-up of your company’s MailChimp list to capture database details
  4. Set up of an eGuide download landing page with name and email capture form
  5. Linking an email capture form to your MailChimp list
  6. Writing of compelling copy for the download landing page
  7. Set up email verification and ‘thank you’ process through MailChimp
  8. Installation of a pop-up form (offering free eGuide) on your website home page, and linked directly to MailChimp

$1,999.00 excluding GST payable within 7 days of the order being signed.

Alternatively, three payments of $800.00 over three months (first $800 excluding GST payable within 7 days of the order being signed)

Additional Facebook options

  • Set-up email capture form and call-to-action button to ‘download eGuide’ on company Facebook page
  • Link Facebook email capture form to your company MailChimp list
  • Includes copywriting call-to-action

$600.00 excluding GST (price applies only to the ‘Alpha Conversion pathway), or $800 if made as the fourth payment in the Alpha Conversion Pathway Offer process.

How does it work?

Traffic is steered to your website by organic internet search results, or a Facebook post, Adwords or a press release (there are numerous tactics). The visitor lands on your homepage or the landing page specific to your eGuide.

If it’s your homepage, a pop-up invites them to download your eGuide. If it’s your landing page it will be because they’re already interested when they get there. A short persuasive blurb and a call-to-action button invite them to enter their first name and email address.

Once the visitor has entered his or her details, they get a ‘thank you’ and shortly afterwards an email verification (no fake emails allowed). After verifying their email address, they are given the link to download your eBook or eGuide.

This all happens automatically under the control of your MailChimp account.

The person’s email and first name are then loaded into a list in your MailChimp account. Next steps could be inviting them to a webinar or a seminar or sending them some educational tips.

Whichever post engagement follow-up you choose, make sure you are offering value, staying visible and nurturing the relationship.

Having a viable conversion pathway makes it easier and less threatening for your potential customers to connect, which in turn triples your lead generation rate and makes a substantial contribution to your bottom line.

Call 0508 Content for a free 15-minute consultation. We promise to be straight with you about whether inbound marketing will work for you or not, no sales hype.

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