May 7, 2013

one red strawberryGetting a lead is only the first step in the sales process. You still need to convert that lead into a sale. The following secret strategies are used by top Internet marketers to maximise their conversions of leads, by focusing on the behaviour of each individual prospect rather than treating prospects as a mass of identical beings.

Pay attention to anonymous visitors

Most people do not pay any attention to their site visitors, other than general website analytics to analyse their behaviour, until they have become a lead. The top Internet marketers know that much can be determined about a visitor’s interests and sales readiness by paying attention to which pages are visited and which actions are taken. This information can be tracked and assigned to an anonymous record. Then, when the visitor finally sees an offer that is too good to resist and gives you their lead information, you can tie that lead with all of the website activity that occurred prior to creation of the lead. This is especially valuable in that it tells you which offers the person saw on your website that weren’t compelling enough to act upon, so that you can incorporate more of what was successful into the offers that were not.

Base reactions upon behaviours

Common Internet marketing practices provide similar website experiences to everyone who enters the website through the same landing page. Top Internet marketers, on the other hand, pay close attention to every action a visitor takes while on the website, and deliver a website experience designed to maximise the conversion of a visitor with those behaviours. For example, the person who takes action after reading the headline of your landing page is exhibiting different behaviour from someone who scrolls to the end of the landing page, carefully reading the entire text, before taking action. The second person may have required more information to become convinced, or may be a more cautious person who wants to know all of the available facts before making a decision. Someone who views information on all of your products has a different buying mentality from someone who jumps directly to the product page for a specific product. By studying their behaviours, you will be able to make your sales offer when it is most likely to be accepted.

Recycle leads

Top Internet marketers know that prospects need to complete certain actions on the website before they make a purchase. Someone who downloaded a free ebook may not be ready for a high-ticket sale just yet. Rather than bombarding all leads with offers for all products indiscriminately, top Internet marketers monitor visitor behaviours to determine where they are in the sales funnel and treat them accordingly. Someone who has downloaded free items may be offered more free items, with an option to buy a product, while someone who has already purchased many products may be offered a chance to buy a new product, with a bonus of something free.

Before I sign off, here are some more articles on lead conversion that you might be interested in:



Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: Morguefile)

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