Tag Archive for: optimization

Turn prospects into profit

, , , , , , ,

Estimated reading time: 5 minutes

Turning a prospect into a loyal customer is both an art and a science. Every touchpoint with your brand—from the first interaction to the final purchase – plays a crucial role in converting leads into sales. To achieve this, businesses need to focus on three critical areas: building a seamless customer journey, optimizing the lead generation funnel, and leveraging omnichannel strategies like Google Ads to maximize profits.

Today, I read a newsletter from Google about their Think Lead Gen 2024.

There are a few outcomes from this meeting and its documents.

1. The Customer Journey: Guiding Prospects to Purchase

The customer journey is the path your potential customers take from awareness to action. By understanding their needs and behaviors at every stage, you can tailor your marketing efforts to ensure a smoother transition toward conversion. Here’s a simplified view of the typical customer journey:

  • Awareness: At this stage, customers are discovering your brand for the first time. This is where Google Ads and other paid channels come into play, showcasing your products or services to those actively searching.
  • Consideration: Once prospects are aware of your offerings, they start researching and comparing. Your focus should shift to nurturing them with relevant content, such as reviews, case studies, or testimonials.
  • Decision: When prospects are ready to purchase, providing incentives like discounts or free trials can help close the deal. Personalized follow-ups or targeted ads can also make a big difference.

2. Building a High-Conversion Lead Generation Funnel

A well-designed lead generation funnel is crucial to transforming visitors into paying customers. It should capture leads at various customer journey stages and guide them toward conversion.

– Top of the Funnel (Awareness):

To capture attention, utilize engaging content—blogs, social media, and display ads. Google Ads is a powerful tool, especially when optimized for search intent and targeted keywords.

– Middle of the Funnel (Consideration):

This is where you nurture your leads. Offer value through free resources (like eBooks or webinars), and use remarketing strategies to keep your brand in front of them. I recommend Russell Brunson and his Click Funnel app and books to help you build an efficient and profitable funnel.

– Bottom of the Funnel (Decision):

At this stage, optimize your landing pages, CTAs, and checkout process. Use analytics tools to identify friction points and improve the user experience. Tools like Google Analytics and conversion tracking ensure you monitor and refine this process effectively.

3. Omnichannel Marketing: The Key to Reaching Your Audience Everywhere

An omnichannel approach ensures that your messaging is consistent across all platforms – email, social media, your website, or paid ads. This approach helps create a cohesive brand experience and allows you to meet prospects where they are.

By integrating Google Ads into your omnichannel strategy, you can effectively drive traffic, retarget potential customers, and convert leads into buyers. Remarketing ads, for instance, allow you to re-engage users who visited your site but didn’t convert, reminding them about your product or offering a special incentive to return.

4. Optimizing Google Ads for Profit

Optimization is the name of the game for Google Ads. To truly turn prospects into profit, your ad campaigns must be fine-tuned for high performance. Here are some key insights for profit-maximizing optimization:

– Keyword Targeting:

Focus on high-intent keywords that indicate a prospect is ready to purchase. Use long-tail keywords for more specific searches that often convert better. AI can help you with it.

– Ad Copy and Extensions:

Craft compelling ad copy that clearly outlines your unique value proposition (UVP). Leverage ad extensions (e.g., sitelinks, call buttons) to provide more options for engagement and increase click-through rates (CTR).

– Landing Page Optimization:

Ensure your landing pages are optimized for conversions by reducing load times, simplifying navigation, and making the CTA prominent. A seamless experience from the ad to the landing page increases the likelihood of conversion.

– Bid Strategies:

Test and refine your bidding strategy to ensure efficient spending. Use Target CPA (Cost per Acquisition) or ROAS (Return on Ad Spend) strategies to align ad spending with profit goals.

– Remarketing:

Implement remarketing campaigns to re-engage users who have shown interest but haven’t converted. Offering tailored ads to these users can increase your chances of closing the sale.

Turn Prospects into Profit- what customers think, lead generation
Source: Google AI-powered Advertising Solutions - Growth Formula

Turn Prospects into Profit - Think Lead Gen 2024 - what advertisers think
Source: Google AI-powered Advertising Solutions - Growth Formula

Relevance is the value for customers and drives value for businesses.

In today’s competitive landscape, connecting with your most valuable prospects is more important than ever. Let’s dive in Google data:

  1. Consumers consider many brands; few make their shortlists. Consumers who fill out a lead form or make a purchase consider 4.3 brands at the start of their journey but only 1.8 by the end.
  2. They prioritize relevance over personalization. Consumers place more importance on brand interactions relevant to their needs or past behaviors than on comparable interactions that are personalized with their name or personal details (33% versus 20%).
  3. Relevance has three key components. The top three characteristics that consumers look for when determining if a product or service is relevant to them are quality (53%), desired benefits or features (47%), and value (47%).
  4. Relevance drives results. U.S. advertisers who optimize their digital campaigns for high-value leads do so to increase conversions (53%) and ROI (47%).
  5. Google can help. Seventy-three percent of those U.S. advertisers say Google outperforms social platforms in driving high-quality leads.

You can effectively turn prospects into profit by creating a smooth customer journey, building an efficient lead generation funnel, adopting an omnichannel strategy, and optimizing Google Ads.

Each stage of this process should work in harmony, ensuring that you capture leads, nurture them, and turn them into loyal customers.

At Digideo, we specialize in creating data-driven strategies and tools that maximize your marketing ROI and drive real results.

Contact us today to get started!


Ready to get started?

Let’s have a meeting to discuss it.

We are happy to discuss all aspects of your ecommerce business.

BOOK OUR MEETING

Check our similar posts

/by

Why the personalization in the online shopping matters?

, ,

Estimated reading time: 9 minutes

  • experience management solutions

Personalization in online shopping has a rapidly growing importance in digital marketing. The major efforts of digital marketers are now put on customer engagement on their websites or online shops.

Keep your clients! Don’t lose them!

In 2014, we started cooperating with Quarticon, the customized product recommendation tool for online shopping. Since then, I have noticed many new tools and solutions. More and more online shops think and introduce the personalization of their offer, promotions, and coupons. They go into Amazon’s direction that personalizes everything – even categories, product recommendations, category recommendations, and emails. I started to analyze the available solutions for my clients, which I found currently on the market (updated on Feb. 25, 2019). All of them present great numbers of growing conversion rates. I don’t want to go deeper into it. Let’s come back to the purchasing process:

  1. how it looks like, and
  2. why content personalization is one of the tools available for online shops and websites.
  3. Next, I will briefly present the most popular personalization tools.

The purchasing process

The online purchasing path should be very similar for all shops. There are a couple of ways you can direct your potential customers to your website: via online search, paid search, price comparison services, referrals, or directly if they already know your brand, products, and website. Next, you build your website with all SEO, usability, IT, and marketing best practices. Your potential customer has only three clicks to buy. And you don’t understand why they don’t buy. The answer is more complicated than you think and used to be in the past. It can be:

  • your competition that has better prices or product offer
  • your online website issues that somebody cannot buy because of errors or wrong links
  • And finally, the changes in customer habits:
    • They buy after visiting your website 4-5 times and watching your product pages many times.
blank
    • Your most loyal customers are coming from SEO:) And most valuable from emails and newsletters:)

your most loyal customers are coming from SEO and email

Now you start to see why the personalization tools can collect more customers:

  1. If you know:
    1. your customer habits,
    2. what they are looking for,
    3. what they are,
    4. where they come from – SEO, Adwords, etc.
    5. if they visited your website previously,
    6. if they bought previously and what
  2. you can start to work on changing your offer to fulfill their needs better and get the next purchase.

The most comprehensive view of possible elements of personalization you can start:

  1. A/B testing of your pages – small changes and check it in Google Analytics if it worked
  2. Landing page optimization – a deeper analysis of your page that includes SEO, your page speed optimization, usability, and A/B testing
  3. Product recommendation – you can start from what you have built in your online shop engine.
  4. Social proof – simply script of sharing to social media or your social media activity shared in your online shop:) People like it.
  5. Find your best sellers and newest products and start presenting them. Customers love it.
  6. Mobile presence – it is an exciting topic. The simplest solution is to build a responsive theme, but having a mobile application can help you add many other features that could be difficult on the website: product configurators can be much more advanced via a mobile application. Some shops exist only via a web application.
experience management solutions

The personalization in online shopping and websites:

  1. Adobe Marketing Cloud – proposes individual visitor targeting via personalized content based on a person’s past, current, and changing interests. It is a self-learning target engine that automatically makes associations with various events and differences between predicted and observed responses.
  2. Maxymiser automatically builds a unique customer profile for every online visitor based on in-session data, behavioral data, industry and client-specific data, historical data, CRM data, DMP, and other 3rd party data. Their revolutionary automated personalization algorithms mine visitor and behavioral data and allow you to target the optimal journeys precisely and offer to every prospect and customer with a simple press on a button. The unified nature of Maxymiser’s platform enables clients to seamlessly leverage the results and insight from testing to deliver the most relevant one-to-one experiences possible to drive tangible increases in business performance, not just the theoretical uplift in some arbitrary conversion rate common with so many ‘personalization’ efforts.
  3. Baynote provides personalized customer experience solutions for multi-channel retailers. With Baynote, you understand what buyers are looking for and engage them in the most relevant way – at the moment. Whether a customer interacts with your brand on an eCommerce website, a smartphone, a tablet, or through a digitally enabled in-store sales associate, Baynote delivers personalized shopping experiences across all channels.
  4. Salesforce is the leading provider of personalized recommendations for multi-channel retailers.
  5. Barilliance helps eCommerce sites of any size to increase sales and conversion rates by providing visitors with a personalized shopping experience every step of the purchase journey with real-time website personalization, cart abandonment emails, and personalized product recommendations.
  6. Certona uses 1:1 personalization that combines real-time context with unmatched customer profiling and dynamic merchandising, enabling you to deliver individualized product recommendations, content, and offers that deeply engage customers and enhance experiences to match your business goals. And others very similar:
  7. Monetate
  8. Optimizely
  9. Qubit
  10. RichRelevance
  11. SiteSpect
  12. Visual Website Optimizer (VWO) is only for A/B testing but is very powerful.
  13. Madrill and Mailchimp also have simple personalization tools for small shops.

You can see from these tools that personalization in online shopping is more than just surfacing product recommendations; it is your entire site experience. These tools will help you foster a positive customer relationship and improve your conversion rates. All these tools help to boost your business. Previously, they were so expensive that only huge shops were able to afford them. Now, due to huge competition and better technology, the cost of implementation and operations is lower and lower. I missed one factor in all offers: the multichannel personalization. Recently I receive more and more questions about it. Maybe it is the next step for all of them. Let’s see. I noticed one startup that is trying to take care of it. Once I get more information, I will let you know.

Check our similar posts.

/by