The Conversion Code. Крис Смит

Чтение книги онлайн.

СКАЧАТЬ has just read several articles in a row on your blog can see a personalized message such as “High five! You just read four articles in a row. Most people who do that also subscribe to our email list (and never unsubscribe). We only send our most popular stuff. You should join, too.”

      The possibilities are endless. So, to keep it simple, just decide on (1) what triggers do you want to use and (2) what messages/links/CTAs do you want to display when a visitor activates those triggers?

      This behavior-based approach personalizes the experience and makes your messaging more relevant. Don't skip this step if you want to improve your website's lead conversion rate. It can pay dividends day after day as new and returning visitors will constantly be completing the steps needed to trigger the customized content, which gets a higher CTR (click-through rate) than the vanilla equivalent.

      Think of your website as a brick-and-mortar retail store. Thousands of people are going to walk in each month. Personalization is the equivalent of having everything your store sells that they would want the most waiting for them at the front door when they arrive. You also want someone to greet them in case they need help finding anything specific or have questions they want to be answered right away.

THE IMPACT OF LIVE CHAT ON LEAD CONVERSION

Of respondents, 44% stated that having questions answered in real time during a purchase activity is the most important feature a website can offer¹⁰ and 38% of customers reported making a purchase after having a good session with a live chat agent.¹¹

If a visitor engages with a live chat agent, they're 2.8 times more likely to end up converting.¹²

      The key to any live chat tool is that someone has to be available. You may not be on 24/7 but remember: just like it is critical to call an internet lead immediately, the same is true for live chat. You have seconds, not minutes, to respond. You (or a member of your team or someone you outsource monitoring the live chat to) should get a push alert each time someone starts a new chat and hop in as quickly as possible.

      Be helpful, but make sure you get their information (name, email, phone number) during the back and forth. They want to use the chat to get a quick response. You want to use the chat to capture and convert a high-quality lead.

      You want a lead on your calendar, not just on your website.

      I have found that live chat leads are some of the best leads. If you have not been getting them until now, start immediately. If you have a live chat now but are not using it the right way, you will find that these best practices can regularly get leads who are ready to transact.

NOTES

      1 1. Alsudani, Farah, and Matthew Case. “The Effect of Aesthetics on Web Credibility.” September 1, 2009. https://dl.acm.org/doi/10.5555/1671011.1671077.

      2 2. Stanford. “Stanford Guidelines for Web Credibility.” 2004. http://credibility.stanford.edu/guidelines/index.html.

      3 3. Sillence, Elizabeth, and Pam Briggs, Lesley Fishwick, Peter Harris. “Trust and Mistrust of Online Health Sites.” In Proceedings of the 2004 Conference on Human Factors in Computing Systems. April 25, 2004. https://dl.acm.org/doi/10.1145/985692.985776.

      4 4. Lingaard, Gitte, and Gary Fernandes, Cathy Dudek, J. Brown. “Attention Web Designers: You Have 50 Milliseconds to Make a Good First Impression!” March 4, 2011. https://www.tandfonline.com/doi/abs/10.1080/01449290500330448.

      5 5. Adobe. “State of Content.” October 2015. http://wwwimages.adobe.com/content/dam/Adobe/en/max/2015/pdfs/state-of-content-oct.pdf.

      6 6. Fessenden, Therese. “Scrolling and Attention.” Nielsen Norman Group. April 15, 2018. https://www.nngroup.com/articles/scrolling-and-attention/.

      7 7. Smart Insights. “The Impact of Customer Reviews and Ratings on Conversion Rates.” October 4, 2011. https://www.smartinsights.com/conversion-optimisation/product-page-optimisation/reviews-conversion-rate-impact/.

      8 8. Vocell, Jeffrey. “Personalized Calls to Action Perform 202% Better than Basic CTAs [New Data].” Hubspot. June 29, 2018. https://blog.hubspot.com/marketing/personalized-calls-to-action-convert-better-data.

      9 9. Epsilon. “The Power of Me: The Impact of Personalization on Marketing Performance.” January 4, 2018. https://www.slideshare.net/EpsilonMktg/the-power-of-me-the-impact-of-personalization-on-marketing-performance/1.

      10 10. Bold Software. “How Helpful Is Live Chat?” eMarketer. August 19, 2009. https://www.emarketer.com/Article/How-Helpful-Live-Chat/1007235.

      11 11. Saleh, Khalid. “The Importance of Live Chat Customer Support.” Invesp. October 11, 2017. https://www.invespcro.com/blog/live-chat-customer-support/.

      12 12. Clarkson, Diane. “Making Proactive Chat Work.” Forrester. June 4, 2010. https://www.forrester.com/report/making-proactive-chat-work/RES57054.

Chapter 3 How to Build Landing Pages That Capture High-Quality Leads

      In 2003, the IT department at Microsoft invented landing pages in response to poor online sales of their flagship business product, Office. Microsoft.com had become bloated with information, so they extracted the content about just Office and put it on СКАЧАТЬ