{"id":14144,"date":"2019-11-15T09:00:39","date_gmt":"2019-11-15T14:00:39","guid":{"rendered":"https:\/\/www.gravityforms.com\/?p=14144"},"modified":"2020-03-31T12:00:56","modified_gmt":"2020-03-31T16:00:56","slug":"tips-for-online-customer-conversion","status":"publish","type":"post","link":"https:\/\/www.gravityforms.com\/tips-for-online-customer-conversion\/","title":{"rendered":"Focus on Follow-Up: 4 Tips for Online Customer Conversion"},"content":{"rendered":"

\"\"<\/a><\/span><\/p>\n

\u201cConversion\u201d and \u201cconversation\u201d are just two letters\u00a0 apart, and that\u2019s hardly a coincidence.<\/span><\/p>\n

Okay, it absolutely is a coincidence, but it\u2019s also a convenient correlation to keep in mind as you follow up with your leads. While generating enough interest to attract leads is often easy, the conversion process requires a lot more nuance.\u00a0 Converting leads from \u201cpotential interest\u201d to \u201cdefinitely purchasing \u201d requires a subtler and more multi-pronged approach than old-school \u201chard sales\u201d techniques. <\/p>\n

Use a combination of tried-and-true engagement strategies, crystal clear copy language and individually tailored appeals to make that trip down the conversion funnel a smooth and satisfying one.\u00a0<\/span><\/p>\n

<\/p>\n

Engage With Email<\/b><\/h2>\n

There\u2019s no need to fix what already works, and email marketing has been working for decades. According to the <\/span>Direct Marketing Association<\/span><\/a>, email marketing returns about $38 for every $1 spent, on average. Driving the point home, the DMA finds that email marketing has generated the highest ROI for marketers for 10 years running \u2014 when it comes to converting, there are few ways to stretch your dollar further than with email marketing.<\/span><\/p>\n

To optimize efficiency, use Mailchimp to automate the mailing list process. Gravity Forms provides a<\/span> Mailchimp Add-On<\/span><\/a> that integrates with every form on your site \u2014 not only allowing you to capture new subscribers from any form field, but also accommodating segmented mailing lists to target groups of subscribers with a personalized touch.<\/span><\/p>\n

Keep Your CTA Simple<\/b><\/h2>\n

With a simple WordPress download, you\u2019ve got the <\/span>Gravity Forms HubSpot Add-On<\/span><\/a>, a plugin that syncs and tracks form submissions while its CRM integration keeps tabs on which websites your leads have visited, what forms they\u2019ve filled out and where their interests lie based on browsing behavior.\u00a0<\/span><\/p>\n

The power of that knowledge comes in the form of specificity: You know your leads like a friend and can appeal to them as individuals. Keep your call-to-action just as specific.\u00a0<\/span><\/p>\n

Speaking of HubSpot, the company\u2019s blog once featured a site that increased their conversions by 106 percent by adopting a clear, concise CTA. \u201cSign up.\u201d \u201cSubscribe for free.\u201d \u201cStart now.\u201d Keep it clickable and challenge yourself with how much enticing info you can deliver in just a few words.\u00a0<\/span><\/p>\n

Humanize Your Content\u00a0<\/b><\/h2>\n

It\u2019s 2019. People are inundated with ads on almost every device or OS they interface with, and they know when they\u2019re being sold a product. Keep your<\/span> follow-up copy<\/span><\/a> as free from typical marketing hype and obvious salesmanship language as possible.\u00a0<\/span><\/p>\n

Rather than a hard pitch, think of the follow-up as an opportunity to tell a story. Share customer testimonials from real people \u2014 social proof is a valuable, trust-boosting currency. Let your potential customers know how your product will help them with real-world use-case scenarios, homing in on the human rather than the marketing speak.<\/span><\/p>\n

One key to conversion is focusing on contextual relevance. For instance, online ads are known for in-your-face engagement tactics like autoplaying or click-baiting. According to a <\/span>MediaPost<\/span><\/a> report from 2017, when online publisher LittleThings cut back on their ad clutter to solely offer ads that were contextualized for each website visitor, they saw revenue increase by 36 percent. Your follow-up is a little advertisement; to convert a customer, it benefits from specific context rather than broad generalization.\u00a0<\/span><\/p>\n

Offer Less, Convert More<\/b><\/h2>\n

Although it may sound contradictory, putting reasonable limits on the number of choices you offer people pays off \u2014 no matter what form your follow-up takes.\u00a0 Psycho-economist Sheena Iyengar famously demonstrated this in her seminal<\/span> Journal of Personality and Social Psychology<\/span><\/i> study<\/span><\/a>, in which she offered some customers 24 varieties of jam and other customers just six varieties. Only 3 percent of customers made a purchase from the 24 options while a whopping 30 percent made a purchase when confronted with six options.<\/span><\/p>\n

Too much choice can act as an overwhelming demotivator, whereas limited options more often lead to greater subsequent satisfaction. Instead of viewing the choices you offer with your follow-up as a buffet, think of them as a well-curated selection delivered personally from you to the customer.\u00a0<\/span><\/p>\n

Like Iyengar said in her 2017 TED Talk, offering a smaller variety of clearly realized options \u201cbrings us that much closer to realizing the full potential of choice.\u201d Combine that curation of choice with an engaging email campaign, a laser-focused CTA, and marketing that\u2019s contextualized to your customers, and you\u2019re on the right track to drive that follow-up right into a conversion.\u00a0\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

“Conversion” and “conversation” are just two letters  apart, and that’s hardly a coincidence. Okay, it absolutely is a coincidence, but it’s also a convenient correlation to keep in mind as you follow up with","protected":false},"author":215519,"featured_media":14145,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[3229,5776],"yoast_head":"\n4 Tips for Online Customer Conversion | Gravity Forms<\/title>\n<meta name=\"description\" content=\"It\u2019s all in the follow-up. 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