10 أشياء يجب مراعاتها أثناء تحسين التحويل
10 Things to Consider While Conversion Optimization
You have a very good infrastructure, a very successful team to win customers, you also have great products. However, despite all these, people do not visit your site, even worse, they leave your site without visiting anything.
It doesn’t have to be like that at all. There are several ways to turn website visitors into customers. You need to find out which are the best practices.
Here are 10 things to consider to help you convert potential customers we’ve compiled from conversion rate optimization experts into real customers:
1) Use Specially Prepared Pages for Special Campaigns
“One. Marketing Campaign. Special. Prepared as. One. Landing. Page. Without. Never. Commencement.”
Text gives information about design, not design. So write the text of your campaign first, then create the design to deliver the text visually. If you work hard on a design without text, you will blind its meaning. When the text doesn’t match the design and doesn’t get transformed, the designer thinks he didn’t do a good enough job. That’s right and not fair.”
Co-Founder
2) Don’t Sell If Problem Doesn’t Solve
”Message match is the most important way to reduce bounce rate, increase time spent on the page, and ultimately improve conversion.”
Customer Relations Director
3) Take advantage of previous customer comments
”Using the words of your existing customers directly to talk to your new prospects is a very powerful tool. We usually do this when we sell a new product. We collect old comments from customers who want information about the features of the product or share their problems and make use of them to produce texts for new products.”
Vice President of Marketing
4) Hold Short
”We create a single purpose in our emails as we do on our landing pages. As a rule, we’re trying to provide enough information that someone needs to click the call-to-action. No more, no less. Doing so benefits us a lot. Personally, I’m overly sensitive to long e-mails coming to my e-mail box, and I imagine our subscribers are like that.”
Vice President of Marketing
5) Go through an Approval Process
”We do not use any text that is not controlled by at least two people. Two glances are always better. Is the text appropriate, remarkable, does it appear to belong to our brand? Very good texts can always come out, but you need to make sure the message is clear. ”
Vice President of Marketing
6) Identify Clear Spots When Producing Content
“We always start by first asking ourselves a few questions:
Who do we write the content to? Which customer type are we facing? At what stage of the customer life cycle are customers?
Which content type solves the customer’s problem? How will content help customers have a better buying experience?
Which marketing goal will our content help us achieve? What is a call to action?
Based on these points, we first chose the most appropriate channel for the content. We then determined our content workflow based on the channel we selected.
Which content type solves the customer’s problem? How will content help customers have a better buying experience?
Which marketing goal will our content help us achieve? What is a call to action?
Based on these points, we first chose the most appropriate channel for the content. We then determined our content workflow based on the channel we selected.
Google Docs (for post templates), Google Spreadsheets (for our multi-page editorial calendar), Trello (to develop content ideas and break them up into business segments), Google Calendar (to track deadlines), and Basecamp to keep track of all pieces of content We used (for e-books, webinars and projects involving multiple teams such as Page Fights). Our content management panel is WordPress. We keep our webinars on GoToWebinar and our podcasts on iTunes and Soundcloud.
Although the amount of content we produce has increased significantly, we are committed to not compromising quality. Every post draft, webinar slidedeck, or podcast episode, goes through multiple edits and reviews, and our golden rule is always: not to use anything that doesn’t meet our content standards. In other words, everything we share should serve the needs and expectations of our customers and our marketing goals. This may sound a bit serious, but we have a lot of fun creating these things and making our content as pleasant, fun and educational as possible.
Content Strategist
7) Help Your Customers Succeed
Customer Support offers general service support and advanced technical support, such as some custom coding and troubleshooting for advanced features such as Webhooks. This can be used in particular by phone, chat, email and any other way you want to communicate. First of all, our customers are assessed with a Net Promoter Score as a measure of how satisfied they are with us and how much they can tell their friends / colleagues based on their experience with our company.
Customer Satisfaction means a successful customer team. They work directly with our customers for pre-registration, trial release, adoption and retention. The team focuses on three different phases of the customer life cycle; therefore, KPIs vary slightly depending on the stage. Our team works to ensure that our customers know what they are doing, more or less our team will continue to value our products and services and continue to stay with us.
Customer Training is primarily a content and communication team. This team produces our company’s content and manages our customer communications, including in-app messages, emails, and community posts. It’s the team’s adoption and retention of primary KPIs, but we can find more details to improve the adoption of specific features in our annual / quarterly goal planning. ”
Customer Success Director
8) On Don’t Flap Wings On in the Onboarding Process
”We divide our customers into three groups:
The “pre-trial” group includes anyone who does not sign up for an account, is free to all, and is currently using the trial version. We don’t have a typical sales team for this group, but this is the group we focus most on. The primary goal of our onboarding team is to educate and register potential customers with high lifetime value. The evaluation criteria here are the number, records of retention time and percentage of records registered for the annual prepayment. Are there technically sales? Yeah. But our focus is more on training and product adoption, not just taking customers to the next level in the sales funnel or making sales. Most of our customers pay 99 dollars per month without contract. It is therefore difficult for this group to employ a full-fledged sales team, and moreover, someone who does not know the value we have will still make the purchase. In this respect, our Onboarding team is in a way to sell value.
Launching “Start” customers are a group that has been interested in us for only four months or less, even if they have used the trial version. In this period, it is important that we help our new customers start their first few campaigns and continue to appreciate them. There was no one in our Customer Success team who was completely interested in our customers during this period. (it was a responsibility we have shared so far), but it will be a focus for us in the next three months.
Our earned customers are those who have spent four months or more with us. These should be customers who understand the value of our products / services and continue to increase their use. At this stage, we want to ensure the adoption of features and increase overall product use. Başarılı Our customers have succeeded in marketing campaigns and made more use of the features we have provided, enabling them to know how much they are committed to us and to provide more information to our friends / colleagues about our service.”
Customer Success Director
9) Minimize Customer Melting Rate
”Design a customer experience for your ideal customers. We used to have two cheaper pricing plans. They were intended only for people who were just beginning or did not understand marketing. This created a large burden of support and resulted in a high customer dissolution rate. As we raised our prices, we effectively separated a better customer profile (budget professional marketers) from others and ultimately reduced market consumption. The high customer dissolution rate is always a problem, and as we do now, we have a team that takes care of this type of customer. It will be interesting to see what will happen in the next six months.”
Founding Partners
10. Landing Page’s Better With These Things
If you could only have three items in your Landing Page, three things you should add:
- CTA
- An effective title and subtitle
- A striking video, features / advantages section and one of the elements of social evidence
However, landing pages need five things to do the best possible job:
- Hero shot
- Parent and subheading
- Features and advantages
- Social evidence
- CTA
Customer Success Director
