Nurturing leads and customer conversion


Customers have a digital world of options at their fingertips. How do you make your offering stand out and encourage people to buy from you? Consider lead nurture and the art of customer conversion.

A conversion is when someone responds to your call-to-action (CTA). It's not always the purchase of a product or service – it might be a visit to a landing page, a download, a subscription to a newsletter or a membership, or even a click to learn more. Your conversion rate is an important metric that indicates whether people engage with your product, your, or marketing campaigns. Critically, your conversion rate measures the effectiveness of those campaigns and your sales funnel. It answers a fundamental question: are people responding to your message?

Nurture your potential leads

To increase your conversion rate, you need to nurture your potential leads by setting up multiple touchpoints. Analyzing data from various touchpoints can help you discern who's a potential customer and who's merely passing through. For example, if a site visitor signs up to your newsletter, they're likely interested in your business and can be considered a lead.

Here are the essential and proven strategies to increase your business' conversion rate:

Number one: Map out your content for success

Mapping your content against your sales funnel helps to align your business marketing plans with your sales goals. The greater your understanding of the sales funnel, the more tailored you can make your marketing campaign – engaging leads at critical touchpoints in the customer lifecycle.

Whether a lead is in the awareness and consideration points or moving from purchasing to the loyalty stage, you need to adapt your strategy to meet their expectations. B2B inbound marketing agency Weidert recommends segmenting your lead nurturing strategy into ToFu, MoFu, and BoFu – also known as top of funnel, middle of funnel, and bottom of funnel.

ToFu content casts your net wide to attract relevant traffic. The content staples at this stage are blogs posts, tip sheets, or infographics. There's no sales tie-in; it's about sharing something useful with potential customers to grab their attention.

Leads in the MoFu stage tend to be diverse and not yet fully qualified. Content is educational and should position your company as a thought leader or solution provider – think ebooks, videos, case studies, or white papers.

Then it’s the crucial BoFu stage. More hands-on, this content might include a demo, an in-person conversation, a free evaluation, or trial. If you're in eCommerce, you may leverage a discount code to encourage a transaction.

Number two: Automate lead nurturing email campaigns

Launching a lead nurturing campaign costs 33% less than other marketing strategies and generates 50% more sales-ready leads. Such campaigns don't need to be complicated. They can be as simple as sending the right content at the right time (at least it sounds simple).

With your marketing campaign mapped out against your sales funnel, the next step is to build a robust lead nurturing strategy supported by interesting content and data analysis.

To ensure a steady and sustainable campaign, consider automating the process. Marketing automation software enables you to deploy personalized emails triggered by user actions. For example, if a user downloads an information pack (where their name and email are required to download), the software automatically sends an email to confirm the download, perhaps including a link to the pack. The user then enters into a drip campaign.

Drip campaigns involve a series of emails sent out at specific times or dates. These maintain contact with a lead.

To better understand what you're doing right and what to improve, try tracking delivery rates, open rates, click-through rates, and bounce rates. This will provide a clear view of what resonates – which subject lines result in higher open rates, which CTA earns the highest click-through rate – enabling you to tailor and target your marketing.

Number three: Focus on your landing page

Better informed customers are unafraid to 'shop around' and look for the best deals. So they rarely make a purchase the first time they land on your website. If your landing page fails to be engaging, you might lose your lead.

The landing page should provide clear information, address a single problem, and have an uncomplicated CTA. It has one purpose: to provide a touchpoint for your potential customer wherever they are in the sales funnel. Make your landing page shine to create a great first impression.

Online advertising agency WordStream advocates website experimentation and recommends testing landing pages with varying offers, designs, and messaging to maximize conversion rates.

Remember, quality trumps quantity. For the best results, nurture your top-performing landing pages.

Number four: Perfect your call-to-action

CTAs are essential touchpoints that guide your leads through the funnel. To be effective, they should be strategic.

A CTA is a prompt that encourages a specified action – the 'learn more', 'buy now', 'sign up' buttons. They are signposts and an opportunity for you to manage the customer journey and guide the lead's next steps.

Depending on your goals, you may have several CTAs on one page. By providing options, visitors can engage at a level that suits their interest – be that making a purchase or signing up for more information. Either way, you keep them in that sales funnel.

Perfection requires experimentation. It's worth testing your content. Play with CTA positioning, the icons you use, colors, and wording. For example, 'Add to basket' might be too much of a commitment for many visitors, so provide an 'Add to wish list' option.

Measuring conversion rates on your CTAs tells you what works and its impact on your bottom line.

For inspiration, HubSpot provides an extensive list of simple and effective CTA examples worth considering.

Number five: Simplify the purchasing process

Customer experience is vital. The purchasing process must be straightforward and effortless, with as few obstacles or clicks as possible. Use CTAs and clear instructions to guide your customers through the purchasing process – ensuring that the next steps are clear.

To avoid confusion, keep product options minimal. The more choice you give users, the easier it is for them to choose nothing. If you do have a varied product range, use filters to quickly help potential customers find what they want.

If customers are required to fill in a form – for purchase, sign up, or other – use as few fields as possible. It’s best not to request information that you don't need. Provide sign-up options via Facebook or Google, for example. Provide free choice by allowing users to purchase as a guest instead of forcing them to create an account.

Finally, offer free shipping! People love it. According to one source, 85% of consumers say free shipping is one of the most important factors when purchasing.

Number six: So long, but not goodbye

Retarget your leads! According to research by Baymard Institute, nearly 70% of shopping carts are abandoned. But all is not lost.

There are many reasons customers walk away from a purchase – understanding why is essential. Are there obstacles in your purchase process, such as complicated steps or high shipping costs?

Don't miss the opportunity to retarget these leads. Consider sending a reminder email campaign that invites them back to complete their purchase. Or retarget leads using social media ads; Instagram, Facebook, LinkedIn, YouTube all facilitate ads designed for lead generation.

Businesses that retarget leads using social media ads and other content increase conversion rates by 51% and increase repeat purchases.