How to Convert Digital Engagement into Leads and Sales
Today, digital engagement has a key role in the success of any online business. This has led to an increase in focus on enhancing digital experiences across various industries. Yet, with all the improvements and increase in digital engagement, the uptick in conversion rates haven’t been proportional.
And, as marketers, we understand that digital footfall alone doesn’t accomplish our goals. In the end, conversion rates are the metric that affects revenue the most. And in this blog, we will dive deep into converting digital engagement into leads and sales.
So let’s begin without any further delay.
1. Map Customer & User Journeys
To figure out the remedy to low conversion rates, one must understand their user or visitor’s behavior. By mapping customer and user journeys, this could be analyzed in detail, and remedy can be concocted swiftly.
At the same time, brands should also create tailored user journeys that ensure meaningful interactions like micro-conversions, users sticking to the ideal step-by-step journey, and more.
One could be a journey creator, just like Vizury’s Advanced Journey Builder, to stitch together an ideal rule and user-action-based journey that leads to higher conversion rates.
2. Create Sales Funnels
Similar to mapping and creating customer journeys, creating sales funnels are also intrinsic to convert user engagement into paying customers successfully.
Creating sales funnels will help you identify the right channels, right pages, and right communication mode that speeds the engagement to the sales process. It also helps one gauge their marketing and sales teams and helps them remove any probable bottleneck or kink in the system.
3. Create User Segments
User Segmentation is another great way to better conversions. One can start looking into this by analyzing their existing customer set. Look at what worked with them and create segments based on the observations and data you could gather.
By leveraging your existing data on paying customers, you can create smart segments and map them to specific campaigns that improve sales and lead generation at your end.
Here are a few advanced usages of user segments that you should definitely ponder over before beginning.
- Create segments based on the customer’s lifecycle stage – Different customer lifecycle stages require different communication. For instance, a first-time buyer would convert faster if offered an introductory discount, whereas a repeat buyer would love to get recommendations that complement their last purchase. So segmenting users based on their lifecycle stage can be a big gamechanger for conversions.
- Create segments based on user feedback – Customer feedback and reviews are critical for high conversion rates. Therefore it’s a good idea to create user-segments based on product reviews, net promoter scores, and more. This way, you can automate the address of grievances, reach out to the customers who leave negative feedback, reward supremely satisfied customers, and ask them if they can leave a review on any public boards.
- Create segments based on user-behavior – This goes without saying. All customers are unique, yet they will share a few traits that could benefit you when you segment your customers. For example, a customer shopping for a new cell phone might also be interested in a phone case, screen protector, etc. If you create a segment for cellphone shoppers, you and your team could automatically suggest cellphone shoppers with auxiliary products that one usually buys with a phone.
4. Personalize experiences with Omnichannel capabilities
Probably the best way to convert high engaging audiences is by leveraging omnichannel platforms such as Vizury to provide personalized recommendations across various customer-facing channels.
This method has 2 impeccable benefits for both the brand and the customer.
First and foremost, by utilizing an omnichannel platform like Vizury, one can provide an experience where customers can interact with your brand regardless of the channel at their disposal.
Whether they are sitting on their desktop and browsing a website or on a train, searching for deals on the mobile app, you will be able to ensure the experience remains consistent for your users. Therefore making the engagement more seamless and enjoyable for your users.
Secondly, it helps you identify which devices and channels are your users’ favorites. This data can help you orchestrate your tactics accordingly to make your user’s interaction more fruitful for your bottom line.
For example, if a user is constantly engaging with your newsletters and email recommendations, maybe it’s time to slip in a unique discount code to that user appreciating their patronage.
5. Incentive User Engagement
One can start incentivizing users with medium to high engagement to convert their activity into leads or sales. One of the best examples is Google local guides, a program where Google rewards people with high-engagement after crossing a certain threshold measured by the user’s actions.
These rewards range anywhere from a t-shirt from Google to a Google Home smart speaker. Or you can even start small, like rewarding your high engagement users with a $5 discount on their next order, assign points with each purchase, which can be exchanged for a voucher or product after reaching a particular threshold.
6. Map Micro Conversions – Figure out what’s wrong.
In one of our blogs, we spoke to lengths about Micro-Conversions and how one can use it in various ways for different end goals. Micro-conversions can paint the right picture and help you analyze the crucial elements of your app, website, and other customer-facing channels, leading to identifying the friction between you and your users.
Micro-conversions can be site-registration, form fill-ups, clicking the checkout CTA, comparing products, and more, where each of them is one important step towards converting your visitors into leads and sales.
7. Retarget customers
If you are using omnichannel engagement platforms to run your business, retargeting your users is a great way to nudge your customers towards sales. In fact, because you are using multiple channels, you can retarget your customers in various ways like advertising, web and mobile push, SMS, and email.
By creating collateral around the users’ interest and then leveraging the right channel to showcase these collaterals, you can reduce the friction that stops users from signing up or purchasing the products they like.
One can also leverage retargeted advertising to engage with your users when they are off-site or app.
The ultimate goal for any online business is to keep its bottom line growing. You might be able to provide the best engagement to your users, but in the end, if these users are just browsing and aren’t signing up, checking out, etc., every investment will lead to losses.
That is why we have to carefully map the entire sales process while re-looking at customer engagement on your website, app, or other customer-facing channels.