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How to Convert Digital Visitors to Customers

By Lori Greene

How to Convert Digital Visitors to Customers This article is updated from one based on a 2018 members-only session, in which digital strategist Liz Kressel of Lizard Media offered actionable advice on how to gently guide mobile and web visitors and turn them into paying customers. Liz has an impressive client list that includes major media brands, consumer product companies and lifestyle organizations. Here are her Top 10 tips:

1. Ensure Your Brand Has Both a Clean Digital Design & Navigation

  • Inform your customer who you are in three-to-five seconds
  • Ensure visitors can find what they are looking for quickly and easily
  • Avoid major distractions of busy graphics or excessive clutter
  • Craft simple navigation to ease the browsing and buying experience

2. Use Pop-Ups Judiciously

  • Capture emails with pop-ups to help build your customer base
  • Encourage conversions with discounts, tips, or whitepapers with entry pop-ups
  • Utilize slide-in pop-ups without distracting from the content – use them for free offers (e-books, white papers, etc.)
  • Employ exit pop-ups to give you one last chance to convert visitors to email subscribers or buyers

3. Don’t Distract from Your Call-To-Action (CTA)

  • Ease conversion with a clean funnel
  • Don’t divert attention to something else when your visitor is ready to buy/sign up

4. Employ YMAL Widgets (You May Also Like)

  • Aid in the discovery process of content or products by surfacing like content
  • Increase time-on-site and conversion with true relevancy, not just tangentials
  • Avoid major distractions of busy graphics or excessive clutter
  • Link directly to your revenue stream – pageviews or product purchase

5. Integrate Social Media

  • Build real-time relationships with potential buyers
  • Employ call-to-actions in your social posts
  • Post photos that make sense for your brand – consider tone, energy and brand values
  • Tag your posts for maximum discoverability

6. Craft Frequent Emails

  • Remind past and potential customers about your brand – consider new product announcements, sales company happenings or new projects completed
  • Address customers at the right stage in their purchase journey to get them to engage and purchase more

7. Integrate Video

  • Showcasing products and features visually greatly increases conversion rates
  • Establish yourself as a thought leader with opinion or industry trend based videos (for service-based businesses)

8. Garner Trust Using Your Current Clients (Testimonials, Case Studies, Client Lists)

  • Give potential customers more confidence in purchasing from you with detailed recommendations and project descriptions
  • Showcase the depth and breadth of your clients by using a matrix to display logos

9. Don’t Let Them Abandon Your Shopping Cart

  • Try an exit pop-up to capture them before they leave
  • Use an email follow-up to try to close the deal and remind customers of their intent to purchase

10. Borrow Ideas from Competitors and Other Industries

  • Conduct a competitive analysis and learn how they are converting visitors
  • Discover what might be applicable for you and tweak for your brand – whether model, product offer or execution

(This article has been updated from one originally published March 20, 2018.)

Lori Greene
Global Manager Education & Apprenticeships at Netflix

Lori Greene is an educator, digital marketer, strategist, content creator, and a frequent speaker on digital subjects. Currently she runs external workforce education as the Global Manager Education & Apprenticeships at Netflix and is a marketing adjunct in New York University’s (NYU) School of Professional Studies in the Division of Programs in Business.  

She is also a proven multi-platform digital marketing executive highly proficient in all aspects of media including social, mobile, and television.  As founder of LPG Enterprises, Greene helped brands such as Intel, NBC Universal, Indeed, Oppenheimer Funds, the Village Voice, Citi, Merck, the Association of National Advertisers, and more with digital marketing, ideation, editorial, content marketing, social media, facilitation, and training.  

Greene was the Senior Partner, Director of Content for Maxus Global, where she won content marketing’s highest honor – a Pearl Award.  In addition, she was a television producer at Food Network, Lifetime, and The Travel Channel; ran digital at BBC America, The History Channel, and Court TV; devised content at Time Inc.; and won numerous other awards for her digital work.

Greene has a global perspective borne out of travel to all seven continents and over 120 countries from her days as a travel journalist.  She has interviewed subjects as diverse as Julia Child, Calvin Klein, an infamous political prisoner inside a Peruvian jail, and a renowned climatologist at the epicenter of the climate change debate.

When not working to transform digital entities, Greene concentrates on goal-oriented adventures — she summited Mount Kilimanjaro, ran the New York City marathon, and submerged for shark cage diving in South Africa among many other journeys.

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