Google and Facebook pay per click have offered small businesses a method for competing with much larger competitors by allowing for sane advertising budgets with ads that are immediately trackable.
You can figure out your ROI from PPC ads pretty easily.
But, sometimes those figures can be depressing.
If your website or landing pages are not converting for you, stop wasting time trying to perfect your ads (you’re already getting traffic). Instead, use these three tricks to convert more of your visitors into leads:
Hail Mary Lead Generation
If you’re paying for traffic, you want to convert as many customers as possible. You can help your efforts by putting in some last-ditch, about-to-bounce-away lead conversion tactics.
Do this by:
- Offering a Benefit-filled Exit Pop Up – these are annoying, but you can set them to only display one time to no annoy repeat visitors. And, if someone clicked an ad to find you and they’re about to bounce away from your site, you don’t have much to lose. Some companies convert as much as 23% more traffic by using exit pop ups.
- Use a P.S. in any web or off-line marketing materials. Some people skip right to the P.S., so make it count. This goes for email and social media marketing as well.
- When writing a P.S., or using an exit pop up, lead with benefits and let the customer know why they’ll be losing something if they don’t buy or submit their info.
- Back up their fear of loss by giving them something to gain
- Utilize Online Chat – These can be effective if you are selling a product or service that will undoubtedly lead to more questions than you can anticipate or answer in your FAQ. Use live agents because customers are frustrated by dealing with computer-based chat “agents.”
Encourage Your Potential Customer to Take a Very Low-Risk
This is key if you’re selling personal services, high-end products, or anything that costs more than a few dollars. Let your customer get something for free (eBook, white paper, tip sheet, samples) in exchange for something low-risk (their first name and email address).
Further Lessen Their Risks by Being Honest
You love your product. You could talk about it all day. You have no idea why everyone in the world wouldn’t want one!
But, let’s be honest, we’re all customers. We know when we’re on fire for a product vs when we’re on the fence, or still in the research phase.
If you’re still in the info-gathering stages, what’s the last thing you want after you’ve put your info into a website’s contact form?
- Pushy, shark-type sales people calling your house
- Getting spammed with multiple emails
Overcome this fear by being honest in the P.S., or under your call-to-action:
- We promise no salesmen will call your house
- We respect your confidentiality and never sell your information
- You will receive only one email with the information you asked for