How to Convert More Visitors into Customers Automatically, with Personalized Calls-to-Action
The best marketing shows the right message to the right person at the right time on the right channel. Sounds obvious, right?
The problem is that most companies are using a one-size-fits-all marketing message. Consequently, they’re showing the same message to everyone who visits their website and goes through their marketing funnel.
Every good marketer knows that showing targeted messages to the right people is the difference between actually driving prospects to take action, getting a nice ROI on campaigns, and wasting marketing dollars on campaigns that don’t achieve satisfactory results. However, actually making this happen is tough.
It’s easy to see that showing personalized, targeted messages to the right people is the best way to increase engagement and drive more conversions. Unfortunately, most marketers can’t make this happen due to the following limitations:
- Their website doesn’t recognize visitors and doesn’t adapt to show them the right calls-to-action
- Using lead data to drive relevant marketing messages is difficult because lead data is scattered across multiple tools, channels, etc.
- Due to technical limitations, their marketing channels are not in sync and therefore don’t work together to show the right message, to the right person.
- In order to create the desired outcomes, marketers have to waste time bootstrapping tools together, or pay for expensive all-in-one marketing software.
- If they don’t have the in-house technical skills, these marketers need to compete with Silicon Valley companies to recruit highly-skilled and high-paid tech talent
Because of the challenges and expense involved, most marketers simply give up, or they limit growth by using email and time-delayed sequences to automate which messages prospects engaged with. This limited, one-size-fits-all approach forces every new lead through the same campaign, regardless of who she is, where she is in the conversion process, and which interactions she has had with the marketer’s company up to that point.
By becoming highly dependent on email for engagement, these marketers limited themselves to competing for the prospect’s attention in one of today’s most ultra-competitive online channels – The INBOX.
Although email can be an effective channel, everybody’s inbox is becoming more and more crowded. Every day, email service providers like Gmail are getting better and better at helping users filter out unwanted and/or promotional emails. This means that depending on email in the long run is a very risky strategy.
Because most marketers have become so dependent on email, they’re dropping the ball on a number of other channels where they could be engaging prospects and driving them to take the next step in the conversion process.
Fortunately, a new generation of marketing software like ConvertFlow is being developed to help marketers and growing companies that are short on tech talent move beyond their dependency on email. This software uses conversion automation to control which calls-to-action prospects see on their websites, and across the web. In other words, you can finally sync a variety of channels and start engaging the right people, with the right messages, on the right marketing channel. This makes it possible to show new and returning visitors and customers with the kind of personalized marketing messages you should have been showing them all along.
Now that you know what’s possible, are you ready to unlock marketing superpowers and finally break free of the limitations that come from using on an overcrowded and overused channel like email to convert more prospects into paying customers?
If so, then make sure you read these important steps:
3 steps to quickly getting started with Conversion Automation
1. Make your lead data actionable from one easy-to-use platform
The first step towards successfully implementing conversion automation in your company is to make sure your lead data is actionable from one platform. You can easily do this by using software like ConvertFlow to sync website visitor analytics with your business apps and marketing channels.
Centralizing everything you know about your contacts into one platform lets you create timely, personalized marketing messages and calls-to-action that lead to higher levels of engagement, a better customer experience and better results overall.
Imagine being able to put this kind of lead data to work for you from one automated platform:
- The browsing behavior of leads landing on, and returning to your website
- The tags and attributes you’ve applied to them within your CRM
- The interactions they’re having with your company and website
- The exact stage they’re at within your sales funnel
- The lead’s personal and professional data, such as city, state, or job title, and company
A system that leverages this kind of actionable data lets you trigger automated engagements that are personalized and relevant because the platform recognizes who the prospects are and tracks the interactions they’ve had with your company, as shown in step two.
2. Trigger automated calls-to-action to engage your visitors across the web based on their actions
By syncing your marketing channels and making your lead data actionable from one platform, you can trigger the right message to engage the right people at the right time on your website, in their inbox, and across the web, based on their actions and the stage they’re at in the customer journey.
On your website you can automate personalized calls-to-action that guide visitors to take the next step using the data you already have on a visiting lead. For example, which pages they visited, which tags have been applied to them, are they a customer or a prospect, which traffic source led them to your website, which campaign they’re currently in, etc.
Here are a few examples of calls-to-action you can create and automate on your site using a conversion automation platform like ConvertFlow:
So what’s a Leadhook? Well, imagine you’ve landed on a company’s website and you’re scrolling down the page, then suddenly a call-to-action slides up and offers you a chance to download a whitepaper, or request a one-on-one consultation. ConvertFlow’s Leadhooks come in all shapes and sizes. They can be used in a variety of ways to grab a visitor’s attention and offer her a chance to take the next step in the conversion process. What’s best is you can add a more personalized, human touch to your Leadhooks by adding a picture of yourself, or team member that you want the prospect to relate to in a specific stage. You can also add images of lead magnets, and other incentives for people to subscribe and engage with you or your client’s business.
Savvy marketers know that to convert website visitors into leads and ultimately into customers, you first have to get their attention. Then you need to hold their attention long enough to convince them to take the next step you want them to take. And that’s where “Overlays” come into play. With ConvertFlow’s triggered overlays, you can instantly engage website visitors when they scroll to a particular point on the page, after a predetermined number of seconds, or when they’re exiting your site. Our attention-getting overlays are designed to interrupt and engage visitors while delivering compelling, personalized calls-to-action – at the perfect time.
Now you can add personalized sidebar calls-to-action and bumpers to your blog posts. These CTAs engage people consuming your online content and help turn them into subscribers, who can eventually become buyers. With just a few clicks, you can turn your blog posts into a source of new leads. You can also use blog calls-to-action to nudge your existing customers or members towards an upsell, or some other offer intended to maximize customer lifetime value. Best of all, you can manage all of your site’s CTAs from one convenient, easy-to-use dashboard.
ConvertFlow also allows you to inject dynamic, personalized calls-to-action into different parts of your company’s website. Section CTAs can be used to strategically engage, educate and convert more visitors into leads and customers. Forget about building landing pages, with section calls-to-action, you can quickly turn any page on your website into a lead capture device. It doesn’t matter which page a visitor lands on, now you have an automated way to capture their contact information, and move them to the next step. Best of all, you can create and manage all of your site’s CTAs from within ConvertFlow’s dashboard. Now you can start using the power of Conversion Automation to grow your business – without paying for expensive IT, or depending on web developers to keep your marketing campaigns moving forward.
When visitors check out specific pages on your website, or they don’t take the specific action you want them to take, ConvertFlow can trigger emails to follow up with these people, or present them with a special offer. The idea is to engage them immediately, and get them to take the next step in the conversion process, before they cool down and lose interest.
Automate marketing tasks
Everyone agrees that effective marketing automation can do a lot to make life easier and streamline operations by automating contact management and marketing tasks. And when done right, it makes delivering the right marketing messages to the right people consistent, scalable, and personalized. The result? Less work, and more revenue.
3. Create personalized flows that guide prospects down the right path to becoming successful customers
Look at it this way. Your prospects have embarked on their own personal journey towards becoming your customer, and that’s why your marketing platform should recognize where they are in that journey, and guide them to take the logical next step along the individual path they’re following.
Needless to say, some prospects on this journey are at earlier stages in the buying process, and others are at later stages. That’s why your marketing messages should not be the same for everybody. They should engage people with calls-to-action designed to meet them precisely where they are in the conversion process.
It’s easy to see why centralizing your lead data is so important. You need to be able to track the touchpoints and interactions people are having with your company. This way, every message you show people on your website can be engaging and relevant while creating an enjoyable buying experience.
And once you have your marketing channels synced, you can create personalized flows that get prospects to complete important conversion goals along their path to becoming a successful customer of your company.
With ConvertFlow, you can build Flows that use lead data to track and promote different conversion goals like engaging with a specific call-to-action, completing a form or visiting a specific page.
When prospects complete a goal, or don’t complete a goal, ConvertFlow can trigger actions within your marketing tools that guide people to take the next step using relevant messages across multiple marketing channels.
Flows are a powerful way to deliver personalized marketing across your marketing channels and can be used in many different scenarios to remarket to visitors, guiding prospects and existing customers to take the specific action you want to them to take.
Now that you know how set up your marketing to show the right message, to the right person, on the right channel, would you like to see how you can get started using conversion automation as soon as possible?
Introducing ConvertFlow – Conversion automation for growth marketers
ConvertFlow helps growth marketers convert visitors into customers by engaging the right visitors, with the right calls-to-action on websites and across the web.
With ConvertFlow, you can:
- Make your lead data actionable from one platform
- Create automated flows with call-to-action that are personalized for each visitor coming to your website
- Sync your marketing channels and trigger marketing actions in your tools to show targeted marketing messages to prospects wherever they happen to be on the web
Ethan is the Co-Founder & CEO of ConvertFlow. He loves reading about and sharing anything that helps marketers convert more website visitors.