When Marshall McLuhan realized the importance of television in people’s lives, he concluded that the medium had become the message. McLuhan meant that television, by literally SEEING the world, made people talk to each other differently.
People are now watching their computers, tablets and phones. Essentially, they go and “are” on the Internet. Their perceptions, opinions and opinions are created by content, images, posts , emails, etc. they receive and send. Their buying process is realized and expressed differently.
As entrepreneurs, you must therefore send your messages accordingly. You must adjust your commercial and promotional communication. A fully functional website is the cornerstone.
That said, consumer behavior remains a matter of conditioning. A person tends to buy a product or service after obtaining successive reinforcements, as if he were learning. Today, it is through the Web that we must (in) train this person, guide, stimulate. Only an intelligent web marketing strategy can generate leads and convert a maximum of visitors into customers.
The nerve of the game
You are in business. You have been advised to computerize several of your operations. You have been reminded of the importance of the Web and social networks. We talk about SEO and digital customers, clicks and rebounds, algorithms … In short, many new concepts and tools, references to Google, often jargon.
You have nothing against jumping on the bandwagon of technology and marketing innovation, but fundamentally, what’s “plugging in” is increasing sales and building customer loyalty.
Everything is here! It’s concrete. Moreover, as an example of a dentist, renovator, beautician, landscaper or lawyer, your activities put you in direct contact with your customers. Real people who evaluate your work and whose expectations must be met … concretely. It is therefore normal that you are not always spontaneously excited by the bots , digital platforms and other virtualities of marketing 3.0. We understand it. That’s why we start talking about communication and persuasion. At Web Digital Media Group, we master the fundamentals of marketing (consumer analysis, influence of their behavior), and we offer Web solutions best suited to your situation.
A conversion story
As a rule, a person changes when they learn. There is not only an accumulation of knowledge there, there is a change of state. Sometimes even a reversal in his way of being. It’s the conversion. The person knows more, and that convinces her to “move”. Conversion. The concept was repeated to explain the process leading to a sale. Thus, under the action of a well targeted marketing campaign, a consumer passes from contacts (leads) to prospect to buyer to irreducible.
Infundibu … what? (Funnel)
The terms may vary, but the same logic prevails in web marketing, infundibuliform schematization included:
- a lot of curious on the web;
- number of visitors logically targeted;
- many potential customers ( leads ) open to “know more”;
- potential customers qualified by their desire to go further;
- some customers proved, triggered;
- some loyal customers.
If the “sales funnel” is used to show realism, not all visitors turn into buyers, it also symbolizes the fact that consumers who make their way through the stages have less and less likely to back down.
The buying process is driven by a form of conditioning. With the popularity of the Web, nothing changes in this respect, but everything can be refined. Indeed, thanks to relevant reinforcements, e-consumers perceive their guidance as a care, at least as something stimulating. Moreover, they feel that it is they who control the situation (information, advice, actions). Their progress, their progress (landing on new pages, receiving e-mails, appearance of interactive windows, free registration, formalized eligibility, etc.) are a pleasing expression of their need to be more certain about a product or service.
These consumers are “transformed” all the more naturally as they feel the usefulness of the content they access. Content (texts, photos, etc.) that effectively become, in a web marketing well done, more and more relevant to them.
A discussion framework
It is all this communicational dynamics that is to be exploited properly today when it comes to increasing sales through the Internet. And in the case of a website designed for this purpose, what are called its “features” that make it virtually all the conditioning.
In the era of search engines and intelligence quests, the ways to influence have changed. As experts, we know that it is necessary to allow consumers to persuade themselves to go towards buying, thanks to a suggestive framework.
At Web Digital Media Group, we work to design marketing campaigns, including the integration of IT structures, which make operational such a framework. We know you want performance in your prospecting. And we know how to do it.
Webmarketing must operate on the mode of exchange. In the sense of a discussion where one of the interlocutors tries to convince his person by adapting himself to the situation of the latter, by asking him questions, nourishing and stimulating his reflection, instead of him to be shocked by a rigid argument.
Content in mind
C linics, salons, shops, firms, cabinets … Whatever your business, you surely advertise, whether traditionally (TV, radio, newspapers) or online. If a large number of people can be reached, the message is often the same for everyone. Imaginative campaigns, except that relatively blind and likely to make you emerge only fleetingly (brand, products, services). And which essentially serve to fix the image of your company. Which is not bad.
But it is rare that people become buyers on a whim or heart after a simple exposure. Moreover, they are subject to so much advertising stimuli that the relative impact of each remains low. Nowadays, let us repeat it, the sales arrive mainly at the end of the process, at best in the course of follow-up. That is, after stages, progress and discoveries, driven by incentives and triggers. And that’s what content marketing ( inbound mode ) allows to set up and control.
Become a buyer …
Discussion, learning. Remember the parallel. We do not know all of a sudden, we do not get an idea from the first moments. It’s progressive, evolutive. In the same way, becoming a buyer is the result of several “adhesions”, several successive validations.
…step by step
That’s why conversion rates do not just refer to state changes (from prospect to customer, for example). They also relate to the responses and actions of consumer-explorers engaged in buying trajectories. Specifically in scenarios designed for them by web marketing experts. Scenarios that make them obtain information and give them satisfaction, and whose place of deployment should be B2C’s website or business.
We will come back to this last point, of course, question that you see more concretely how this applies and for you to understand why it is important, from a promotional point of view, that your website is dynamic (and not static) . Another note is, in the same vein, the options available to SMEs wishing to include their site in a process of continuous improvement.
Know the effectiveness of an action
A word on the conversion rate. This ratio, expressed as a percentage, is an indicator of effectiveness. In a website, all suggested actions to visitors may be related to specifically statistical tools . Tools that inform about goals:
- landing on such page;
- socio-economic data acquisitions;
- download of such file;
- registration to such newsletter, etc.
Conversion rates are thus targeted measures. For each action, the ratio between the number of people performing it and the number of people who could have done it (reference population) is established. Several high conversion rates under various scenarios mean effective marketing campaigns. Logically, this indicates that a satisfactory number of people arrive at the end of the process, converted into buyers (or about to be).
A technical background
The question now is to know what a good conversion rate is. Answer: everything depends on the sector of activity, the objective, the type of call to action, the significance of the conversion. The actions accomplished at the beginning of the journey do not have the same weight as those carried out later in the purchasing process. Similarly, 90% efficiency in clicks on an image leading to more information about a service on a page on your website is likely to be worth less than 30% efficiency on a request to do so. a free trial.
It’s sort of the sum of the actions, the technical conversions that count. And so the path traveled by the consumer in a marketing scenario. That said, there are tags. We will see in the second part of this post some concrete examples.
It will obviously also matter of the features that can be provided to a website so that it is the seat of an optimal customer journey. Check out our achievements!