As you walk through the streets of a crowded city, every day you pass hundreds of people whose faces you will never remember. Let’s now move to the cyber world – can you see the resemblance? On average, only 2.35% of the users visiting your site are going to convert.
There are many components behind poor conversion rates. The basic recipe to prevent this phenomenon is data. On the other hand, the first number also means that, on average, almost 98% of the traffic is still convertible. So you have a large field to show off!
The crucial part is to gain users' attention and trust. This is the best way to collect additional information about them and get everything you need to generate leads. But how do you collect data in the first place? Which functions and marketing automation tools are the most helpful?
The majority of potential customers come and go, often without leaving a single trace. One of the solutions to get in touch with anonymous visitors are pop-ups containing contact forms or CTAs redirecting to contact forms.
Let’s assume a user that has never left you any data enters your website. A contact form is displayed to encourage them to subscribe to your newsletter or download valuable free content. Will they take advantage of the offer?
There is a very low chance that a new visitor, who does not know your website, will decide to pass on their contact data to you purely out of the goodness of their heart. On top of that, seeing a juicy pop-up may feel a bit harassing sometimes. After all, why should they share their contact information?
The optimal solution seems to be a scoring system – assigning points to a new visitor for specific behaviours. In this case, you should be creative and intuitive. Does the allocation of points in proportion to the page scrolling sound right? You can also base your system on the number of visits. For example, three visits to your site suggest a higher level of engagement.
When users score a certain amount of points, you will be sure that the pop-up won’t push them away. Well-designed content and an incentive to leave contact data can even improve their experience – you can offer an insightful ebook, trial version of your product, a nice infographic or a sign-up to an online course.
Remember to optimize this tool properly and don’t be afraid of running some A/B tests. Don't let a small mistake generate negative emotions (you can always use a Semantic Differential survey to measure customer attitudes.)
Not only scoring can decide about the right time to display a form. You can also use an exit intent popup. This technique is based on tracking a user's cursor.
When the script detects that the user is going to close the page (directing the cursor to a specific location), a form will be displayed which may prevent the user from leaving the page.
When you create an exit intent pop-up, make sure that a user visiting your page won't start running away from your website faster after seeing what you have prepared for them.
Try to evoke positive emotions. Pushy persuasion to subscribe to the newsletter or take any other action will cause more harm than help. Instead of screaming "SUBSCRIBE TO MY NEWSLETTER", try to come up with clever text like "Hey, you forgot something".
Remember not to overwhelm new visitors. Also, inform users about a benefit, such as high-quality content or a discount for their first purchase. Let a user feel that they benefit from it as much as you do.
Anyone who has ever tried to get in touch with a company through a call center knows what a frustrating process online customer service can be.
A remedy for these negative emotions is a chatbot available 24/7. Its main advantage? It creates the impression of a real conversation. It also increases user involvement and conversion.
A good example of the effectiveness of such solutions is Emma from the OCBC bank in Singapore, which promotes loans over the Internet. In just 3 months she generated over 7 million USD. Emma is not a consultant or salesman, she is not even human. Emma is just a chatbot.
But this is not the only proof of the effectiveness of this type of solutions. The next one was received by a complete coincidence. Seemingly an ordinary bug on the Helloumi website – as the chatbot covered the full screen, forcing interaction on the user. However, this apparently harmful bug caused a sudden increase in conversion from ~3% to 9.6%.
This makes us sure that users love interaction. It's safe to say that chatbot increases user engagement and conversion. In the future, it may even become a basic way of generating potential leads.
A properly implemented chatbot allows a user to have a conversation in which they can find answers to difficult questions. During a conversation, we can confidently ask for their name or email address.
More advanced chatbots, like those through which you can order food, can bring out even more valuable data. Such solutions are very effectively used by Domino's Pizza. Using this bot, you can order your food without leaving the messenger window!
Surprisingly, 74% of users declare that they expect to meet a chatbot on a website. In addition, the majority of this group prefer this way over a phone call because it’s not so intrusive.
Chatbots are extremely useful. Their potential is enormous and in the near future they are believed to be able to replace search windows and solve even more complex problems. They will also allow businesses to keep in touch with a growing number of users. Having all these advantages in mind, you should definitely think about the implementing them on your own website.
I bet you’ve already come across quizzes on websites. How many times have you clicked it and then, driven by curiosity about the result, followed to the next questions?
This seemingly trivial solution has many advantages. Firstly, it engages the audience and generates potential leads. Secondly (and most importantly), it is a valuable source of customers' data. And not only the quantitative but also the qualitative information pieces. Through different types of surveys you can collect data about opinions, satisfaction, behaviour or demographics.
Important note: collecting such sensitive data and drawing conclusions from it requires the observance of certain rules related to both scientific methodology and legal regulations.
The most common quiz type used is the personality quiz, which you can create to get data about how your customers make decisions or how they think. You can use this data to determine what your website users like, or what they take into account while deciding on what to purchase.
Equally popular is the test quiz, it attracts and engages users with the desire to test their knowledge. You can use it to encourage people coming to your site to check how much they know about a field related to your business, while at the same time collecting useful visitor data.
This is a quiz businesses (usually B2B) create to encourage visitors to leave data about their website, services or products in order to get a free professional consultation.
This solution provides valuable data and opinions directly from your users. Thanks to surveys you can find out what users think about your services or products. A well-structured survey can help you to identify pitfalls or reasons for dissatisfaction.
A well designed survey is the key to attracting responses, as unlike quizzes, there's not as much of a novelty to a survey for your visitors. Make sure to use a survey tool to draw the best possible performance out of your surveys.
Although colourful quizzes often go viral, luck must be helped. In exchange for filling in any form, offer users a reward. It can be a discount or free educational material – anything that will make it worthwhile for a visitor to cooperate with you.
First of all, saving. The main effort is related to design and implementation. You save time, money and paper through online distribution. Besides, through design tools and informative elements, you can make solving such a quiz a pleasant experience for the people filling them out.
Quizzes and surveys can appear to be tricky . Since they both require advanced functionality like scoring, validation and response-based logic in order to interact with your users effectively, they're generally not the easiest of things to create - even if you're a coder.
However, tools like Paperform make it easier than ever to create quizzes and surveys that can handle complicated custom functionality while still being easy to create. Get started with a quiz template or make your own from scratch - either way, you can create a sophisticated quiz in a matter of minutes.
When creating quizzes, it's best to avoid technical language and complicated questions – any additional difficulty causing an extra effort can make a user abandon your quiz. This also applies to the length of the text and the design itself.
Don't let the respondent feel tired. Also, remember to make sure that the possible answers are neutral, and don't direct the visitor to specific answers as survey bias effects results.
Internet users are often concerned about their personal information. Despite the introduction of the GDPR, 45% of Europeans are still concerned about their data.
Therefore, before you start collecting data, make sure it's safe—and assure your users about it. Non-compliance with the regulations involves harsh penalties.
Apart from ensuring safety of the data you collect, don’t give up testing and optimisation. The work doesn’t end with activating an exit intent pop-up or implementing a chatbot on a given webpage of your site.
It’s extremely important to check whether they bring your business real value and useful insights. And whether users interact with them. A simple way to verify and optimize your actions is click tracking. This is a method by which you can collect data about the tools used on your website and about your users as well.
The data collected by click tracking tools is universal. It will enable you to draw conclusions and implement improvements quickly.
Effective information collection is very important in the digital world. There are plenty of ways automations can help you with that process.
Some marketing automation platforms, like User.com, combine different tools (pop-ups, chatbot and email marketing that is helpful with content distribution) under one roof – it’s definitely worthwhile to check out their plans.
Take care of the secure in-flow of useful lead data. Encourage users to provide details about themselves and make sure they’re a positive experience. People are different, so it's worth thinking about what can be truly valuable for your target group.
Let people coming to your website feel that by subscribing to a newsletter or completing a contact form they truly benefit as well. Offer well-written ebooks, invitations to webinars or appealing brochures.
Before long, you'll notice that the effort invested in creating a lead data collection process will be quite small when compared to the huge benefits your business can gain from it.
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