It’s well known that most people do not make an outright purchase the first time they visit a website.
Instead, most purchases require multiple touchpoints. But we also know that 70 – 96% of people who leave a website never actually return, even if they intended to.
What this means, practically speaking, is that businesses that manage to get the contact information of their visitors and then stay in touch are in a significantly better position to convert these into sales over time.
We’ll call these Return Paths.
A Return Path is anything that brings the customer back to your site or at least makes them remember you and consider your offerings.
If you do not consistently and frequently communicate with your audience you are leaving money on the table.
People need constant reminders — even your most loyal of customers.
Return paths help to maximize your return on investment for every dollar you spend on marketing by getting the most out of every website visitor.
Communications also shouldn’t just be generic in nature — it’s much better to target each communication to the particular stage the customer is at.
So, you might:
- Send a new lead from your site a welcome email, followed by a series of introductory emails that cover the basics of selecting a product or service within your industry.
- When you’re able to measure some level of engagement, whether from reading or clicking through your emails, or from visiting your site again, send the customer a simple, yet direct offer that’s designed specifically to get a conversion.
- Once a customer has committed to a minimum purchase, it’s time to lead them into your main product line by continuing to create awareness.
- When the customer has made a more substantial purchase, thank you emails, enrolling them in a periodic newsletter or other channel to keep them in the loop on new offerings and special deals will keep you at top of mind for a later purchase.
Obviously, writing out messaging along these lines requires a certain level of investment.
But there’s another common denominator here that’s even more important: email automation.
If you fundamentally want to cater your messages to each customer’s own journey, this is impossible to do by hand — you need to implement some level of email automation, no matter how basic to start. All the popular email services like ActiveCampaign, MailChimp, and Emma, offer these features.
Getting up to speed with automated marketing messages can be a bit intimidating at first. Our recommendation is to set up one kind of message, with one kind of trigger, at first, and then expand your system to include more as your confidence grows.
Of course, if you need some help figuring out the best triggers and message types for your customers, we are here to help! Reach out to us to get started!