How to Increase Customer Conversions

The value of your email list lies in how responsive it is rather than its size. How easy is it to convert the names on your list into paying customers? Most experts focus on growing their list and ignore the vital task of building a relationship with the list they already have. It’s one of the most important things you can do, even a modest 1% increase in response rate can mean thousands to your bottom line. You should therefore have a strategy for turning your list members into responsive, active, paying customers.

How to increase your email list conversion rate

  1. Create a subscription mechanism. A first-time visitor who likes your content would want an easy way they can get your regular updates via their newsfeed or directly into their inbox. Therefore, you need to ensure that they have that option by making a subscription button clearly visible on your landing page and asking them to share their e-mail address. Having their e-mail on their list provides you with an easy way of bringing them back onto your site.
  2. Draft engaging e-mail copy. Once a visitor provides you their e-mail address, the important work begins: building a relationship with that person so that they begin to view you as a credible authority who produces great, valuable content.
         The first step is to send a welcome email. Give this email careful thought as first impressions count. This welcome e-mail simply confirms their subscription and it should be engaging, informative and easy-to-read. Don’t try to sell anything in this email – nothing will make the person click “unsubscribe” faster than being treated like a cash cow. In fact, you should do the very opposite – offer a valuable freebie as a welcome “gift”. It automatically makes the person think, “This person offers good value” and it gets the relationship off to a good start.
  3. Start building your email sequence. Email marketing (trying to sell to people using just email) is not a one-shot deal, i.e. don’t expect to fire off one email and start seeing the orders come in. This is unlikely to happen, however big your prospect list. Email marketing consists of a sequence of emails. (Creating an effective sequence is beyond the scope of this post but we walk you through the entire process here: how to sell to your email list with a proven marketing sequence.
         It takes a lot of time and effort to write an effective email marketing sequence; the good news is, you only have to do it once per product you’re trying to promote. (Once you have written your sequence, you simply load it into an email marketing service like Aweber.)
  4. Create engaging and consistent content. Some of the most effective email marketing experts in the world know that the best way to sell to their list is to adapt Bruce Lee’s quotation from Enter the Dragon and engage in “the art of selling without selling”. The way to do this is to offer hugely useful content in your email marketing sequence in a topic closely related to the product you eventually want to sell.
         For example, if you want to sell a trading psychology course you might write a piece of “epic content” about the topic of “fear” in trading. This epic content needs to deliver a valuable, standalone result in its own right but it doesn’t give away the farm. Another way to look at it is: you’re giving away a chapter, not the book. The content should be of such as standard that you could charge for it (although you won’t).
         Why do this? For two reasons (i) your prospect associates you with great, valuable content. “If they give away this stuff free, their paid product must be great“, and (ii) you can promote this free content elsewhere and drive people back to your landing page thereby growing your list further. It’s an upward spiral.
  5. Maintain high standards. A lot of the email marketers send is poor quality. It’s written more or less as an afterthought and then they wonder why their list is not converting. A content creator that cuts corners in their email content won’t keep hold of their subscribers for long. This is insanity. If you stop to think how much effort you need to put in to get someone to subscribe, you would put more care and attention in your emails.
    In order to keep the subscriber returning and eventually converting them into a customer, you need to create, on a regular basis, content that is engaging, compelling and interactive. Your prospective customers need to understand from your content that they can trust you to solve their problem. We’ve previously written about how to build trust and learning your audience’s needs through social media and interaction. The more you know about them, the more personalized you can make your content.
  6. Interact with your followers. The quality of your relationships with your followers is a powerful predictor of your sales figures. Take the time and make the effort to nurture a connection with your followers because people buy from people they like and trust. Some things you can do:
    – Respond to comments left by visitors;
    – Answer questions promptly;
    – Host Q&A webinars where you help customers with any problems they may have and show how your product can help.
    – Listen to what your subscribers are telling you. Send out surveys and polls. Don’t be afraid to ask for assistance: people are more helpful than you think. Learn about what they’re struggling with and help where you can.
    – Offer a chance of a one-on-one Skype chat (you might charge, say, $100 for a “ask me anything” consultation)
    Produce short video content wherever possible. Video is going from strength-to-strength and we encourage you to get involved.
  7. Focus on this one thing. If we had to summarise the best way to convert subscribers into customers it’s to build trust. If your followers trust you, you’ve done 90% of the hard work. You build trust by following the steps above, being helpful, being likeable and having an attitude of service. It’s really quite simple but we have a tendency to complicate the process. Zig Ziglar sums it up best:

You can have everything in life you want, if you will just help enough other people get what they want.

There’s no short-cutting this rule but many people try to and then wonder why their results are so disappointing. Forget about what you can get and focus on what you can give. The rest will follow.

Takeaway points.

  1. Build a landing page to capture visitor emails.
  2. Don’t expect to sell anything with just one email. You need an email marketing sequence.
  3. Selling is reserved for the later emails in your sequence.

Action steps.

  1. Build a landing page to capture visitor emails.
  2. Create your email marketing sequence.
  3. Write a piece of epic content (see #4 above) for use in your sequence.

Photo credit: Alberto Cerriteño via / CC BY-NC-ND 2.0

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