Hey there everyone, it’s George from Booming Business here and in today’s video, we’re going to be looking at how you can increase the engagement, the conversion and the effectiveness of your websites.
I was catching up for a quick coffee with a member of my master class the other day and he asked me a question. He asked me how he could increase the effectiveness of his website.
Now, despite that being a really big topic to talk about, if you want to have a really effective website there’s 3 things that you need to have in place.
If you want to improve the effectiveness of your online marketing efforts, build trust and credibility, demonstrate value and show that you’re a leader in your market, then you need to understand and tap into the process people go through when engaging with or buying something online.
Basically, people will be at 1 of 3 stages when they come into contact with you on the web.
Firstly they’ll be looking for general information either for research purposes or for help with a problem or challenge they currently have. You’ll consider these people your cold leads.
Secondly, they are comparing your products or services with your competitors as well as determining if you’ll fit their needs. You’ll consider these your warm leads.
Finally, they have determined that what you offer will fulfill a need of theirs and they are ready to take action. These would be your hot leads. Most websites focus almost entirely on converting these hot leads into customers or clients and to be fair, if given a chance, I’m sure everybody would prefer to deal with people who are ready and willing to buy straight away.
Unfortunately, the vast majority of people online are not going to be ready to take action and they will fall into the other 2 categories.
Roughly, the traffic to your website will look something like this:
75% of people are looking for information
20-25% of people are comparing
0-5% are ready to take action now
What does this mean?
It means that if you only focus on the hot leads, you’re missing out on more than 95% of people who could potentially buy from you. Therefore, you need a way to engage with them all. The best way to do this is have different offers and the more you have the better.
Let’s look at the different types.
Firstly, you need a cold offer. This is for people looking for information. These people don’t know or trust you yet so you need to provide them with something that builds credibility like a regular blog or a low risk yet high perceived offer such as a checklist, guide, template or resource. Basically, something that’s free and useful. Just be sure to capture their details so that you can keep in touch.
Secondly, you need a warm offer for the people who are comparing. These people may already know you or they will once you engage with the items in the set but aren’t ready to buy just yet. They may need more proof or information so have things like case studies, showcases, information calls, a strong guarantee, a free or cheap trial, education sessions like a webinar and anything else that builds strong social proof.
Finally, you need a hot offer for people ready to take action. Give them a way to buy now or get in contact straight away. If you can give them a timed incentive to do so, even better. Just be ready to answer any final or lingering questions.
Now that you know what those 3 areas are, I want you to start thinking about what you can do to improve in each area, starting with the cold leads.
If you have any questions about this, let us know in the comments below. Like us on Facebook and I’ll see you next time.