7 Post Conversion Marketing Tactics You Need To Try
December 21, 2014
- Site Optimization •
Stirling Ruuth• December 21, 2014
You got them to do something! Hooray! But what if you could do more?
By show of hands how many of you are guilty of just dumping your new customer, the one you just spent anywhere from $1 to $1000 to get, onto a poorly designed, barely grateful Thank You page? I hope none of you raised your hands. If you did, that’s ok.
I will show you how to increase engagement with your brand, upsell more products and revenue and connect more personally on a higher level in your business than ever before. I’m gonna tell you about 7 post conversion marketing tactics you can use, starting today.
Let’s start off with a lead generation type business. Ok, ok post conversion marketing may not be the sexiest or most exciting part of marketing for you, but it can be a real boost and make a big difference in your overall marketing and business growth plans.
#1 – Trade Show Reference
If you run a B2B website, say for example you rent portable toilets. Super sexy right!? Anyways, after you engage the visitor and they give you their information to contact them (aka, you capturing them as a lead) to get pricing, availability and whatever drain that conversation could go down… Get it? It’s Punny… Wow, tough crowd.
Well adding something like “Visit Us at the 2015 Sanitation Summit, Booth 7667 for 10% Off Your First Rental” to your Thank You page could not only help you close more leads, but it also gives you instant credibility since your competitors probably around doing this.
I wish I were making this up:
#2 – Provide Download & More
If you’re offering a free download of a whitepaper or guide of some sort, offer more related white papers, guides or other electronic documents. This provides more value to the visitor right away because you have more options to solve their problem without them having to give you more information, unless you want more info from them, but test that.
[Tweet “Give visitors more value on the post #conversion side of things”]
#3 – Coupons for In Store Visits
If you own a B2C business like a Tire shop and allow people to set up an appointment, then offer a different printable coupon for $20-$50 off to another service you offer after they give you their precious personal information on the first offer they were interested in.
Now to my favorite – Ecommerce.
Ecommerce to me is such a thrill. You spend 80% of your time tracking down and engaging the fence sitters. The people that come to your site and purchase right away, the determined, the mavens of your product or solution are priceless, but we as marketers spend so much time remarketing, and looking for other opportunities to bring traffic in, when if all you could do was engage the existing customers more, they would love your brand even more and be willing to share and be brand ambassadors even more!
Three ideas you could use to start with on your Thank You page, are adding Upsell/Cross Sell Opportunities, Sharing with Social, and Creating an account.
#4 – Upsell/Cross Selling Opportunities
Another amazing post conversion marketing tactic I love is upselling and cross selling. Amazon hands down does the best with this. I recently bought a Dickies jacket on Amazon and this showed up when I viewed the product even after I purchased it:
This is great, it shows me alternative products like a bib or beanie that I could purchase, increasing the average lifetime value of the customer (me) That bib and beanie actually look really comfortable. Amazon! I love you and hate you at the same time!
[Tweet “Once a #PPC conversion happens, try upselling or cross-selling”]
#5 – Sharing with Social
If you just purchased something very exciting, why wouldn’t you want to share that with all your friends?
Your customers will if your product is exactly what they needed. It doesn’t have to be a sexy new pair of manolo blahniks (yes, I spelled that right), or new pair of Justin Whiskey Buffalo 12” square toe boots (that’s me) to be shared. People just want to feel validated, and by sharing their new purchase, they feel validated they made a good decision and want to scream it from the top of every mountain like Ron Burgundy:
Adding a simple social sharing plugin allows them to do that and be a voice for your company. Something like a share on Facebook or Twitter works wonders.
#6 – Creating an Account
Every site I go to that wants me to create an account before I actually buy the product is such a turn off, I usually bounce if they force me to create an account.
Oh I know it “could” speed up the checkout process and help save my information for future purchases. This couldn’t be further from the truth, 90% of the time there is still a massive list of checkout fields I have to fill out before I even put in my credit card. Blaugh, makes me want to throw up.
Don’t believe me? Try taking off the mandatory account setup and I dare you to tell me that your conversion rate actually went down. I Double Dog Dare You! </rant>
Moving the option to create an account to the Thank You page decreases friction in the checkout process which usually increases overall volumes. Adding a newsletter signup here is also a good idea, if you actually have one and it’s valuable and not spammy.
#7 – Add a Survey
Adding a survey is something that can be used by both ecommerce and lead generation sites.
I like how Copy Hacker Joanna Weibe discovered from Master of Malt that adding a survey could help increase awareness of how visitors got to your site and how satisfied they were with their visit, increasing their happiness with your brand.
Master of Malt, simply asked “How Did We Do?”
Some alternative questions you could ask as a post conversion marketing tactic might be:
- How did you find us?
- How would you rate your experience? (You could use a 3rd party review system like Bizrate which could also increase your ad real estate)
- What’s Your Favorite Car? (works really well if you sell auto parts)
With all these new tactics and strategies under your hairy wing now, all I ask is:
Please, Please, Please, Track, Track, Track all of the engagement as much as possible. Use any analytics platform you can like Google Analytics using event tracking to Visual Website Optimizer, Crazyegg or Clicktale for heatmaps and click trails.
If anyone has any great results from any of these ideas you implement, please feel free to share, we love seeing great results!