For a lot of businesses, conversion rate is one of the most closely examined metrics, and is widely considered one of the most significant KPIs. How often users convert has a close connection with how many sales and leads you’re generating, so it’s no surprise that this metric is such a high priority.
Did you know that most users don’t convert on the first visit to your site? First time visitors typically are taking their time to do research, shopping around and trying to gain an overall perspective of what your brand has to offer before they make any decisions.
For e-commerce retailers, if customers are looking for something such as a winter jacket, they’re likely to do a fair share of online “window” shopping before they make their decisions, comparing things like price, style and brand as they go from one site to the next.
Similarly for B-to-Bs, where conversions are often associated with lead generation, users will visit a few different websites to examine various services or product offerings, before they request a quote.
Regardless of the industry you’re in, return visitors are far more likely to convert than those who have visited your site once. Bringing people back to your website after they have made an initial visit is critical. If you don’t, you’re missing out on a wide variety of opportunities for new sales. So, as marketers, how do we help facilitate more conversions and encourage users to come back to our site again and again?
1. Email Marketing
One of the most traditional, and still very powerful, digital marketing tactics is email marketing. Any strategic marketing approach that encourages return visitors to a company’s website needs email marketing to achieve its respective objectives and increase conversions.
On every website, there should be some sort of email sign-up form for visitors interested in learning more. Provide an incentive for customers to provide their contact information, whether it’s with the promise of exclusive promotions or an informative newsletter. Once you have captured the email addresses of users, the opportunity to connect with them once again and foster a relationship that leads them back to your site is in reach.
When you’re disseminating your emails to a large list of recipients, it’s important you consider their needs and why they signed up for your messages. You don’t want to inundate users with emails irrelevant to their needs or they’ll likely unsubscribe without returning to your site. Provide valuable content that leaves the reader with a reason to click back to a landing page on your site. Following best practices like including large text, vivid imagery, bold calls to action, and concise messaging will help with the effectiveness of your campaigns, and thus the return visitors you attract to your site.