Welcome the finishing line of the Boosting Your Online sales series.
Without dilly-dallying, you rolled up your sleeves and went for it: updating your negative keywords list, tuning up your targeting, crafting different ad copies. Next, you ran several A/B tests on your website to determine which CTA will convert better. And, before long, you started noticing a spike in your conversion rate. Good job. The last lesson to learn is that your online sales funnel is not a one-way street.
That’s right. There are ways to convert even the tough bunch who initially abandons before buying. And according to research, we’re talking about a staggering 70% of your visitors.
Recharging your online sales funnel, Tip 1: Use Exit Intent Popups
Invented 2012 by Ryan Urban of Wunderkind (ex BounceX), this comely little nugget lets you anticipate if the users are about to abandon your website and gives them a reason to stay before they lose interest.
Exit intent message pops up when the user moves the cursor outside the upper page boundary. What you usually communicate through the pop up is:
- Offer a discount code for customers
- Ask them to leave their email address
- Open a chat or request a callback with a sales representative
A word of caution: exit intent popups can become too irritating if overused. Also, steer away from implementing them on mobile because Google recently announced it would penalize popups on mobile displays.
But if implemented correctly, they can yield anywhere between a 5 and 10 percent increase in conversions.
Recharging your online sales funnel, Tip 2: Back to ads. This time, a bit differently
Our online purchase journeys are not linear. We all search for information without necessarily wanting to buy at that very instant. Or we get distracted by life’s other chores. Google knows this. That’s why it launched remarketing ad campaigns, which leverages user data, combined with its vast network of partner websites.
Remarketing isn’t an irritating practice. Done with wit, it allows you to stay top-of-mind with people who have shown some interest in your offer so that when they’re ready to buy, you’re the brand they think of.
Recharging your online sales funnel, Tip 3: Build an emailing list
A ‘no’ from a user usually means ‘not now’, and not ‘not ever.’ Building an email list, whether through an exit intent popup or a call-to-action at the bottom of the page, is an vital source of your future revenue.
As things stood at the beginning of 2020, email marketing retained a respectable conversion rate of over 15%. It still beats social media marketing with an ROI of 4400%. In simple math, it means that you get $44 in return for every $1 spent on email campaigns.
Wrapping it up
2020 is coming to an end, but the tsunami it caused in customer buying behavior is here to stay. By investing in smart ad campaigns, optimizing your website’s interface, and harnessing the power of recycling your sales funnel, you’re getting your business ready for the new normal.