Every one of your customers have different motives, different devices used to connect, different locations and different time constraints. Now, technology allows marketers to gather individualized information about what a visitor is searching for and make their visit a higher conversion visit!
Here are Three tips from www.entrepreneur.com that are worth implementing:
1. Visitor frequency should determine different user experiences. A visitor to a website for the first time will almost always be looking for different information than someone visiting the site repeatedly.
David Reischer, marketing officer at LegalAdvice.com, suggests tracking each user differently to give different user experiences. “We utilize a cookie to track a returning visitor so that we can direct them to the most appropriate and relevant page. This makes site navigation easier for repeat users.”
To increase conversion of first-time visitors include a phone number or business address, a contact form to capture leads, or a video tutorial to explain a product or service to a first time visitor.
“For frequent visitors, add a spot to sign up for a mailing list or add information about new products or services,” suggests Sadan.
Related: The Next Big Thing on the Web: Sites Tailored for You
2. Geo-location helps bring together online and offline marketing. The ability to know where someone is at the time they visit a website is game-changing for marketers.
“Online we can follow our customer’s individual buying journey, optimizing it every step of the way,” explains Bart Heilbron, CEO and co-founder of BlueConic, the real-time system of online customer engagement. “However, we were never able to use these insights in our offline interaction. With geo-location, we are now able to.”
If someone is only blocks away from a business and searching on a mobile phone, chances are they can be easily converted as a customer if they see an address and even a coupon that says, “Come in today and get 20% off.” For restaurants, an OpenTable button to reserve a table, or a Google Map app that provides step-by-step directions to the store location are critical for conversion.
3. Adjust content based on certain times. Changing the content on a website based on the time of day, week or even season can increase conversions as well. Consider replacing a phone number available to website visitors during business hours with a contact form when the business is closed. This will avoid missing out on potential customers who want to get in contact outside of business hours.
“The ability to offer different products over the course of a day based on targeted trends, habits or culture will increase conversions,” said CEO of internet marketing company WebiMax, Ken Wisnefski. “For example, a restaurant offers a different menu throughout the day as they switch from lunch to dinner.”
Image Source: Serge Kij