2 ways to stop losing 90% of your customers
Companies, building their work on the Internet, get hung up on landings and thereby make a mistake. On average, conversion to purchase in Russia shows sad results of 0.2-0.5%. Most of the landings simply do not convert a huge part of users into clients, but rather, this is not a problem of the landings themselves. After all, even the most effective landing pages convert at best 30-40% of the audience, part of the audience still “runs”. What to do?
You know very well that all your users are different, they are all at different stages of pondering a purchase, their interests and motives are different. Accordingly, one general information (which is on your landing page) cannot involve all users and bring them to a purchase; additional tools and a personal approach to each user segment are needed. There are several solutions to this problem, and they are not mutually exclusive.
Method 1 . Multileading
You can adapt the content on the landing page for different segments.
You can automatically adjust the headings, pictures and text on the page for each segment. This means that for different users on the same page different personal content will be displayed. Segments are allocated by:
- traffic source
- contextual search queries,
- utm tags
- repeated visits, etc.
For example, you bring users from 2 different channels:
- An article about your project in the Tribune section of Zuckerberg will call;
- For several high-frequency queries in contextual advertising.
It is likely that readers will learn more about you from an article on the Tribune than from a couple of sentences in contextual advertising. Accordingly, when going to the site, the content on the landing page for users from these channels should be different.
Multilanding is not the most convenient tool, as it requires a lot of time to test different variations of the content: headers, pictures, etc. Since you select several segments and start working with them individually. For example, if you select 7 segments and make different content for each of them on the site, then imagine how the volume of your work will increase. Create content, make changes, collect data, draw conclusions, make changes, etc. Even for one landing it is not always possible to do this quickly.
Segmentation of visitors by actions and sending them trigger messages.
If the information on the landing is not enough to engage the user (and most often it is, because the audience needs to be brought to the purchase in stages), then additional tools must be used.
When you know what your user wants, what pages he visited, which buttons he clicked on the site, how many times he came, what his willingness to buy, etc., you will understand how you can engage and convince him to make a purchase.
Imagine a regular city restaurant, which waiter in a restaurant would be more efficient? Which always offers everyone the same dish (right from the doorway) or one that remembers the preferences of customers (for example, who is a vegetarian, who loves dry red wine of 87, etc.), knows their features and actively uses these knowledge? The answer is obvious, right?
Therefore, event analytics is becoming popular in Internet marketing. Event analytics makes it possible to track different actions and data of each user. You will know, not just a series of actions that users performed, but also who made these actions. The analytics offered by Google Analytics and Yandex Metrics does not provide such data on customers. We at Carrot Quest collect such data and actively use it, but more on that later.
What data is worth collecting:
- From which channel it came (shows the level of its awareness of your product, to which segment of the target audience it belongs);
- At what request for contextual advertising did he come (or any other advertisement where utm tags can be used);
- What actions did you perform on the site (added the product to the cart, filled out the form on the site, left an email, scrolled the page to the end, etc.);
- What pages he looked at (for example, product pages, blog articles, product reviews, etc.);
- The number of points (scoring users by points based on the actions that he did on the site).
Let's look at what kind of knowledge about the user this will give, and a little below we will discuss suitable cases:
- The level of his awareness of you (knowing this, you will understand what else he needs to be told to make your product valuable to him);
- What kind of product interests him (knowing this, you will understand which product to focus on for its involvement);
- His willingness to buy (according to the actions points are awarded to the user, according to which you can identify which group of leads the user belongs to - cold, warm or hot);
- Knowing that the user started, but did not complete the order (abandoned the basket, payment, did not complete the registration, etc.);
- At what stage the user has disappeared or “stuck” (knowing this, you will understand how you can engage him and move on to the next step);
- What information is interesting to him (if the user is already reading more than the first article about traveling in Italy, then it is likely that he wants to go there, help him);
- You can get a number of other information, it all depends on your field of activity and creativity.
Knowing such information, you can divide users into segments and build personal communications with them (both manually and automatically). The Carrot Quest Analytics is integrated with online chat, pop-ups and email-newsletters. Each of the tools has its own advantages and features. Next, we will analyze with examples.
Examples of using:
1. If the user was viewing a specific product, but did not even add it to the basket .
Imagine you have an online jewelry store. Some users come in and look at earrings and rings, but do not buy them. You can automatically send this segment a letter with the text that it is these earrings and ring that he can buy at a discount for a limited time (it is better to send such a message not immediately, but after a few days, reminding the client about the goods).
This is better than if the client went to your competitors. Or, if they did not leave their email address, when they visit the product page again, you can show them a pop-up window.
2. Added the product to the basket, but did not leave an email
An interesting situation is when a user looked at a number of goods (services) on the site, maybe even added them to the basket, but did not log in. Few services can track a user in this case. In this regard, Carrot Quest gives freedom to maneuver. The system forever remembers the visitor and his actions (entered an email, clicked on a button, opened the category or product page, etc.). You do not need to re-authorize the visitor to track his movements.
Therefore, you can safely play the scripts of an abandoned basket without even knowing the user's email address. Just replace the email with a pop-up when you visit again.
In the window, you can simply remind the user of the abandoned basket, and show which products he left.
By the way, about how to keep the user, if he did not leave an email, we wrote an excellent article .
3. If the user has left .
Most visitors will leave, but they can be returned (for example, through email marketing). To do this, just collect their contact details. Offer something valuable during the first visit, so you will save a significant portion of potential customers.
For example, offer them a bonus (free useful content, discount, “bonus amount”, free delivery, etc.).
Regarding email marketing, we often write on our blog . Anyway, we write various cases there every week. Subscribe.
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With pleasure, the Carrot Quest team .