As many of you know, research shows that first time visitors are on your website for around 7 – 14 seconds and alarmingly 92% are never coming back – why would they? Knowing that information, many have decided to try and capture visitors details once they do visit their website. Smart thinking. However, many have also found that their ‘opt – in’ offer isn’t working, they simply aren’t growing their database of potential new clients.
The 5 reasons below may help in working out why.
- Who has time to read another E-Book? I know I’ve downloaded a ton but have I read them yet? I will when I get some spare time….
- A newsletter? Who wants to receive more emails? Is your newsletter retention or acquisition focused?
- The offer doesn’t actually solve the visitor’s problem – remember they have a problem and are looking for the ONE solution.
- Asking for too many details – truthfully at this stage of the relationship you only really need their email – Australian’s love technology and most are mobile so make it easy for them to enter details – fast and sharp
- Your offer is way to big to begin with – there are typically three types of visitors to a website
Your aim is to capture the details of all three of those visitors. How?
Green – they get a one page offer – remember value value value. Perhaps it’s a “how to guide” “7 essential things everyone should know about…” “Learn how to…”
Orange – they get your E-book, mini course, 7 step system etc. – remember value value value. Because this visitor has heard of you, they are more willing to invest their time with your offer.
Red – they get to make an appointment with you there and then by using your online diary scheduling platform. Big call to action for those you have perhaps been referred to you by someone else.
What that gives you is a great example of an automated marketing system. Moving potential clients through their decision making process with relevant value that helps them solve their problem but credits you with knowing the actual solution. Automated marketing, when developed and executed correctly can really help position you as the Trusted Adviser.