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Plenty of businesses are able to get lots of clicks and page views on their websites. The challenge lies in turning that engagement into sales.
While a high number of visitors and views can be encouraging, it ultimately means nothing if that traffic doesn’t generate revenue. How can companies better engage their website visitors and inspire them to become paying customers?
Below, 15 members of Forbes Agency Council shared their top methods for increasing engagement and converting web traffic into sales.
1. Deliver Clear And Relevant Content
Relevant content and clear messaging to your audience, combined with a great user experience, will increase engagement and convert website traffic into sales. If it’s not easy to get to the content they need, you’ll lose them. Understand how your business sales funnel and timing affect prospect behavior online. Pique their curiosity and lead them through the funnel. – Megan Devine, d.trio marketing group
2. Understand Multichannel Metrics
Whether goals are regional or national, internal or external, it’s important to understand multichannel metrics, UX and audience flow within those channels. We encourage eliminating “metric silos” and blending and layering data from all channels. Drive strategy, content and creativity from there: metrics layered with real-life experience and expertise. – Susan Evans, Evans Larson Communications
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3. Ask Customers For Feedback
Listen to your customers. Ask where you are screwing up and use that data to be a better marketer. The better the experience you create for your customers and potential customers, the better engagement you are going to get. The better the engagement, the better the sales. – Justin Christianson, Conversion Fanatics
4. Score Leads And Automate Marketing
Lead scoring and marketing automation tops the list. While producing smart content is a cost-effective way to drive qualified leads, you need to have the right tools and processes. A well-oiled customer relationship management system ensures that you are nurturing leads. When your sales team can focus on quality leads and automated mechanisms to engage top-of-funnel leads and prospects, you’re well-positioned for growth. – Sara Steever, Paulsen
5. Craft And Curate Engaging Social Media Posts
On social media, craft and curate posts that cultivate engagement with users. The key is to pose questions, utilize polls and deploy content that stimulates curiosity; social algorithms thrive on this. Swipe-up features and links can drive traffic from these posts and transfer users to a shop page. Limit the number of clicks when driving people to a website; the customer experience should be simple. – Nick Brucker, Sparq Designs
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6. Optimize Your Landing Pages
You need to make sure that you have high-quality landing pages that are user- and mobile-friendly. A good consumer website experience overall is key in converting traffic into sales. If your website is misleading, confusing or hard to navigate, you’ll have a much harder time converting traffic into sales, especially if it’s a new user. – Spencer Hadelman, Advantage Marketing
7. Give Away Something For Free
We give away a lot of free stuff, but in a way that doesn’t hurt our bottom line and keeps our company top of mind. We also make it a point to rarely gate any content. Instead, we may offer a content preview (in an email, for example) and link to the rest of our content (which we can track), but the value needs to come first. We can then work to re-engage and target visitors later with remarketing efforts. – Bernard May, National Positions
8. Research And Test Rigorously
Best practices are a good start, but there is simply no substitute for rigorous quantitative and qualitative research followed by regular testing to improve conversion. This applies to the entire customer journey, from click all the way through to purchase, and beyond. Don’t forget to test the sales process, pricing, etc. – Gyi Tsakalakis, AttorneySync & EPL Digital
9. Combine Automation With Human Interaction
Combining automation with human interaction has provided a coveted one-two punch that turns visitors into customers. Each site visitor is greeted by an automated message from our chatbot. If they reply, they are passed on to a member of our team to continue the conversation. The chatbot works as the opener, initiating a dialogue, and the team member who responds acts as the closer who converts. – Adam Binder, Creative Click Media
10. Identify Barriers And Adjust Accordingly
Do your research and learn the biggest touch points that are preventing your audience from converting, then adjust accordingly. If your price points are too high, give them a discount. If your customers need more information on your product, partner with influencers to unbox and review it. Ensure the user experience that leads to the sale is as frictionless as possible. – Emilie Tabor, IMA – Influencer Marketing Agency
11. Work With Nano- And Micro-Influencers
Contract nano- and micro-influencers to create highly nuanced content across the customer funnel that you can plug into dozens of ad permutations. Test across multiple digital channels, and optimize for conversions. – Maria Sipka, Linqia
12. Be Clear And Open About Company Values
Today’s consumers want to buy into the brand as much as they want to buy your product. Be clear and open about your company values and how you live them out to find your core audience. Nurturing that relationship is certainly a long game, but it is the best way to consistently boost overall engagement and sales. Make them believe in you, and they’ll believe in your products. – Brian Sullivan, Sullivan Branding
13. Create Locally Relevant Content
Our key to optimizing website engagement and conversions is to ensure that site content is locally relevant. Photography, copy and promotions should be customized for the audience and relate to their needs. Customers are local, and they often want to build a relationship with their local businesses. Ensuring that content is locally relevant will build trust, conversions and, ultimately, loyalty. – Stephanie Shreve, PowerChord
14. Focus On Technical SEO
It’s easy for marketers to think of technical optimization as something that exists to increase rankings. And while that’s definitely true, consider this: The better your site functions, the more likely users are to take your desired actions. Load time is a great example. There’s always a clear relationship between site speed and conversion rate. – Donna Robinson, Collective Measures
15. Personalize Your UX With Dynamic Content
Use dynamic content wherever possible to personalize the experience for visitors. Aim to interact with them on as close to a one-to-one level as possible. To help your visitors take action as they consume the information on your website, incorporate lead capture and call-to-action forms as well. – Mary Ann O’Brien, OBI Creative
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Author: Expert Panel®, Forbes Councils Member
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