How to move customers through the website life cycle
By: Tony Lopes in PPC & SEO & marketing & usability
A great presentation by First Rate (a New Zealand Internet Marketing agency), highlighted the following important success factors for moving your website visitor through the funnel and how to ensure your site performs optimally:
Acquiring Customers could include the following elements:
- Affiliate marketing
- Search Engine Optimisation
- Search Engine Marketing
- Email marketing
- Directories
- PPC advertising (Pay Per Click)
- Directories
- Portals and Publisher sites
- Banner ads
- Traditional marketing elements such as TV, Radio, Print and Direct Mail
- Branding and offline campaigns
Here’s how you could get visitors to interact with your site:
- Additional search features
- Breadcrumb navigation
- Auto login
- Usable navigation that makes logical sense
- Depth of content
- Branding and design features
- Promotions on your home page
Get others to recommend your site:
- Competitions
- Gifts
- Refer a Friend
- Tell a Friend
- Content worth sharing
Many happy returns - make your site sticky:
- Welcome email
- Product and event notifications
- Competitions
- Coupons
- Loyalty program
- New product launches
- Newsletters (sent to a targeted, segmented base)
- Personalised site (with personalised content)
- Promotional offers
- Exclusive content
Persuade visitors to take action:
- Provide deep content
- Show best sellers
- Customer reviews
- Fast payment
- FAQs and support
- One click buying
- Live chat assistance
- Offer a variety of payment methods
- Contact details and physical address
- Recently viewed items
- Recommended products
- Returns policy
- Shipping costs
- Supporting product information
- Targeted promotional offers
- Customer testimonials
Fulfill the order with the following elements:
- Gift cards
- Gift wrapping
- Inserts
- Order status and tracking
- Order history
- Order follow up
- Great packaging
- Feedback via survey
- Reserve a product
- Surveys and polls
Examples of sites that do this really well include:
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