A term I’ve been throwing around a fair amount lately is Conversion Marketing. I’m not quite sure whether it’s a term that just came to me, or whether I heard it or read it on a site, but it came to me whilst I was writing a proposal for a client. A web search revealed on a random website that Conversion Marketing is tactic that encourages a customer to take a specific action. Now that’s not exactly what I had in mind and I’d like to share what I had in mind as I’ve had great success with it thus far and you could too.
When I refer to the Thank You page, I’m referring to the page on a website that thanks a user for taking an action. For example, if you have a contact form, once a person completes the form you show a Thank You page thanking them for filling out the form.
Think about this: If a person has taken the time to fill out a form on your website or perform an action, the person is clearly interested in what you have to offer, this is the perfect time to take that person one step further and convert them again. The chances of the first conversion are probably around 3-5%, but the chances of the second conversion are far more favourable because they’re now engaged. I’ve used a couple of tactics for the double conversion, such as:
- eBook Download – Once a person has completed your form, thank them and offer them a free download such as an eBook. A person will know they have to wait for a response but could well be interested in finding out a little more information. So, if you run a web agency, once a person has completed the enquiry form, why not offer them a free eBook download on your company and how you operate, or a guide to something web related. A step further would be to have a dropdown menu in your enquiry form that asks them what they’re interested in, such as: Search Engine Optimization, Web Design, Social Media and based on the selection they choose, offer them a related eBook, this will again increase the chances of the download has getting a double conversion. It’s crucial that the eBook offers value though, this could make or break the potential customers interest in your service.
- A Discount – Imagine you complete an enquiry form and on the final page you’re told that if you tweet/like/google+ you’ll receive a coupon code that will entitle you to a 10% discount? You’ll probably tweet/like/google+ to get that discount even if you’re not 100% sure that you want to use the service, humans love discounts and coupons. The company gets extra exposure and if the potential customer does decide to use your services, they’ll get a discount. This is another great double conversion tactic that will keep your potential customers interested in you.
There are so many potential variations of this double conversion tactic yet so few people think about doing this. Every single business that has a website should have an enquiry form and a Thank You page, adding something extra like an eBook will not take you long at all.
Give it a go, it works!
Nice bit of advice as always Chris. I really like the idea of the Discount, but how would one set that up?
My pleasure.
Setting that up would require a developer unfortunately as it’s not as easy – you’d have to use JavaScript, track the click and put a timed delay no doubt for displaying the coupon. The easiest way would actually be to just get someone to sign up for your newsletter to receive the discount, then you’ll have a second Thank You page for newsletter signup. Newsletter’s are hot right now though, it’s more engaged than social anyway.
thanks,
yea that actually makes sense going the newsletter route.. plus you get to promote other avenues/products from your website to the subscriber… I like! Nice one!
:-)
Sir, thanx for this! “double conversion” my new favorite term!
I’m glad a few folks appreciated this, it’s these tiny things that make all the difference on a website, and in general they’re really easy to setup.
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