Advancing technology and increasing web literacy are turning a “linear” customer journey into an increasingly fragmented one. Here are four steps to creating an engagement-based conversion funnel to overcome this growing marketing challenge.
The web is changing fast creating new challenges to online businesses. Until recently, marketers were able to clearly map out the customer’s journey that would take web users from click through to a landing page to completing a sale.
These days, the buying journey is much more complicated and fragmented. Customers are equipped with many more devices and much better knowledge of their options than just a few short years ago.
Thanks to social media, various devices, and smarter digital advertising, it is no longer easy to guide the customer through the buying process. One of the well-publicized examples of the new buying behavior is one consumer’s path to buying a car[1] that consisted of more than 900 digital interactions including searches, visits, video views, and clicks.
So how to still convert site visitors into buyers when they have so many options to consider? Here’s one strategy you can use:
Step 1: Create an engagement asset
Let’s face it: Around 90%[2] of your current site audience is not ready to buy from you just yet.
Your site visitors may be at a research phase or they may lack trust in a new brand or they may have been looking for an entirely different solution.
Whatever the case is: We are lucky if we convert 5% of our site visitors into actual customers.
What about the 95% of the traffic that we have built?
That’s where the idea of secondary products come in – We need to engage our site visitors first before trying to sell to them again. This secondary asset needs to combine the following