What if you finally use the potential of your website? Most websites, storefronts, or e-commerce have ridiculously low conversion rates. As if due to devoting energy to gaining traffic, we forgot to activate these passive visitors… If you want to better convert the audience of your web pages, we explain in detail The best way to activate the client Tested and validated on some well known French websites…
Activation, this blind spot in the customer journey
Why waste time activating a client for your website? In e-commerce (or any site that thinks in terms of a sales funnel), there are two ways to multiply customers. One, obviously, is attracting twice as many Lead on his site. The other is to be twice as efficient at converting it!
It’s actually a lever we’re talking about here: Activate the client. It is to get your website visitors active, to get them to take action. It can be a purchase, but not only: leaving your contact details is also an activation. It shows that the potential customer considers that you have an answer to their problem and that they are counting on you to provide them with a solution.
(Note that in a broad sense, activating your audience is also about your social networks if you have a lot of followers.)
In the end, activating your customers is easier said than done – but it is very important.
Inbound marketing allows for extremely low customer activation rates
In the AARRR . Matrix, Client activation is critical. it’s 2The tenth The sales funnel phase everyone is talking about (it comes after acquisition and before retention, “referral” and revenue – if you follow, it sounds like “AARRR!”).
While important, customer activation is unfortunately the phase of the customer journey that we’ve finally improved!
Most websites go to great lengths to get traffic : Optimization of search engines, Google ads, ads on social networks …
On the other hand, we don’t talk much about client activation. As if attracting visitors to your site was enough to make them customers…
If you, like me, spend hours checking stats on Google Analytics, you know that this rarely happens. Inbound marketing has very low conversion rates! Often, they freeze around a few percent: 1%, 2%, 3% …
Customer activation is key Reduce customer acquisition cost. Take the test by applying some of the methods below: By raising your conversion rate by a few percentage points, the increase in your turnover would be significant!
Client activation: Why some sites convert more than others
All sites that master client activation have this in common: Transformation is the core of their design. In the extreme, we’ve even seen sites appear 100% for that, popular marketing funnels.
They get this: a good site isn’t just about sales pages and SEO optimized content.
Between the discovery stage and the conversion stage, the site must fulfill other tasks. should be sitting expertisebuild up trustshow a understand From the visitor’s problem, to finally turn it around.
How do you complete these tasks? Can pass through this List of key points necessary for a site that converts more visitors. At the heart of your design should be:
1 – Value Proposition
Your site should highlight your value proposition. It can pass through your products, services, services … In any case, it is necessary to clarify the way in which you respond to your customer’s problem.
The value proposition is like a contract: it should explain precisely what can be found in the house. The clearer this message is communicated, the more trust you will generate, and the more your visitors will be converted into customers.
2 – visual identity
There is no denying that visuals play a huge role in your site’s ability to convert. An outdated or outdated graphic display is like firing a shot at your conversion rate. It should look good, but it’s not just a matter of taste! It is essential that you understand who your ideal customer is, in order to present them with an appropriate visual identity. It should be fun and convey the values he is looking for in you.
3 – Easy to navigate
The user experience of your site should be clear and functional. It should allow you to do whatever you want to do easily and without having to search for a long time.
Run a quick test: Are your most important pages one or two clicks away from your home page?
Do you put each Internet user page at a maximum of 3 clicks from a convert, purchase or trial order?
This number is not insignificant: 3 clicks from conversionThis is what sites that energize the maximum number of customers do, starting with Amazon. Overall, the work environment should naturally encourage you to convert, through CTAs (call to action).
4 – Engaging Content
Getting your content is just the first step. should also Involve Internet users : This can be through videos, infographics, links to other pages of the site, interactive features … or simply immersive text content!
All of these types of hooks help grab the attention of the average visitor – and prevent them from instantly forgetting the closed tab. This is already, in and of itself, the beginnings of client activation.
5- Urging to work
Wherever you are on the site, a “call to action” (or CTA) can indicate the path to conversion.
Calls to action encourage visitors to take specific actions. It can take the form of a button, a shape, an HTML link… Whatever the form, you should help the visitor accomplish what they brought with you: find a solution to their problem.
Each CTA must make it possible to understand what awaits them behind them, without being deceived. On the other side of the click, you can publish a landing page that allows you to create a file Activate the client.
6 – Character
All of these elements could easily be replicated if there was no last and crucial element: character. Every relationship with the client is unique. The site that wants to convert as much as possible should create an emotional connection. It goes through the brand identity, tone, graphic charter, and logo, but also through ergonomics and customer experience. Getting to know your personality is a huge step toward converting clients.
Simple Tips to Increase Customer Engagement and Activate
When a site is already online, it’s not easy to rethink all of its working environment…but you can also apply simple hacks, in the form of modules or widgets.
They are very effective in energizing their visitors and making them customers. Again, activation is not just a purchase: it can also be a newsletter subscription, creating an account, a contact form, or using the site’s online tools.
All of these actions are activations: the customer interacts, and you may advance one step in their conversion journey.
The cheats below are easily activated on any website. Widgets do not interfere with the working environment, and the popup does not accept cookies! And unlike cookies, They will boost your customer activation and your conversion rate.
The best (virtual) gifts are the things your customers really need. The most popular “show” for Increase customer activationThis is the white paper.
A word of advice: Design and write (or wrote) a technical document that answers the toughest questions your ideal customer has. To download it, all you have to do is leave an email or phone number.
The white paper provided is a customer activation technology that Hubspot has practiced to perfection. No wonder: they are the inventors of inbound marketing!
Guides to Download, Technical Documents: With these informative “offers” you will energize many visitors by restoring their customer data. The goal of the maneuver: Collect contact data en masse, to be activated by email or SMS campaigns that will boost your conversion rate.
Alternatively, you can provide a free sample of your services. If you offer a program in SaaS, free use can energize a lot of visitors. It can be free access for a week, a month, or a bundle. For example, the myrankingmetrics.com SEO Toolkit offers 60-day trials on certain tools. If you provide services, you can provide an audit or a service being able to – Provided that you are prepared to receive a very large number of potential customers!
Contest to increase your website conversion
Another more effective trick, Quiz Game: Easy to setup, you can find it in the form of a widget for your website.
The popular quiz game is the Gift Wheel (in exchange for an email or phone call). The player aspect allows you to activate as many visitors as possible – who have previously left your site without leaving a trace.
The contest game has a double advantage: if the rewards are promotions or coupons, it can make a lot of direct sales! That’s what the final deal put in, her success story detailed here. Their contest game offers two types of discount on their subscription, monthly or yearly. While the site was converting a small portion of 600 visitors per day, the contest allowed them to increase their conversion rate to 10%, or 60 customers automatically registered in the database, without doing anything. And through bonuses, the site generates an additional 200 euros of sales per day!
Stop doing SEO or SEA at a loss, give your client’s revitalization all the attention it deserves! Ultimately, by implementing at least one of these methods, your website will live at its best – and possibly become a conversion-driven machine.