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8 Ways Inbound Targeted Campaigns Can Boost Your Conversion Rates

The primary difference between a website that does not perform well and one that is effective and is sales-focused, is the ability it has to turn an anonymous website visitor into a qualified sales lead. When it comes to conversion rates, the goal to increasing them is to ensure that your visitor’s attention is focused on what you want her to do and then provide encouragement so that she takes the desired action. If you have already developed an inbound targeted campaign – congratulations. Now you have to take steps to ensure that visitors actually convert.

Inbound targeted campaigns are a great way to boost conversion rate by showing tailored messages to existing visitors.

Here are eight ways that you can use your inbound targeted campaigns to boost your overall website conversion rates.

Number 1: Incentives for Non-Buying Visitors

If you have an e-commerce store, chances are that you are all too familiar with customers bouncing away before completing their purchase. Before you allow a customer to exit, you should ensure that some type of incentive is offered in an effort to get him/her to reconsider leaving. This may be an incentive such as free shipping or a discount on a purchase. The main goal will be to gather her email address so that you can communicate with her later and to try and encourage the sale. Even if the visitor decides not to make the purchase at that time, having collected her contact information gives you the ability to contact the potential customer, reminding her of why she visited your site in the first place.

Number 2: Provide Valuable Content

When you have searchable, valuable content on your site, you can feel confident that visitors will want to see what you have to say. Problem is that visitors are likely not to see much of your great content. A targeted campaign can offer them additional content that is relevant to their on-site behavior. For example a visitor who visited the “Laptop” area of an e-commerce site can get an offer to read the article “How to choose a laptop” in the website’s blog. If you are using Zoom Analytics it can done by adding the rule “Pages visited” to identify the visitors who saw pages in the “Laptop” segment.

You may also take this a step further. In addition to providing valuable information on your site, recommend other content that is similar to what you have published. Doing this will also likely provide you with link backs from the sites you are linking too, ultimately leading to more page views. The more people that visit, the higher likelihood that these individuals will become customers and complete the conversion process. Note that when providing outbound links you should always open the link in a new tab (mark “open in new window” checkbox).

Targeted inbound campaigns

Targeted inbound campaigns

Number 3: Lead Generation

When you have an effective inbound campaign for your website, you are much more likely to receive quality leads. When visitors become engaged and interested in what you have to offer, they will be much more willing to leave their contact information. This provides the opportunity to contact them at later times, offering additional products or services that they have expressed interest in in the past. If in-page forms didn’t capture the lead then be sure to show a targeted exit-intent popup before they leave. Make sure to exclude visitors who have already left their details before.

The key to gaining a quality lead is not allowing it to go cold. You have to keep visitors interested and engaged by regularly sending information regarding how you are different, what you have to offer and the benefits of your services or products.

Number 4: Create and Distribute a Newsletter

While getting targeted traffic can take time, when you have a successful inbound campaign, visitors and traffic you receive should not be ignored. If these individuals are not offered any type of new information, chances are they will not continue to be engaged. Creating and distributing a monthly or even weekly newsletter is a great way to keep them engaged while offering information about what is going on with your website. This can include new developments, new products or even some type of incentive to come back and make a purchase. The key is to offer value to these individuals that will keep them interested in what you have to offer.

Number 5: Implement Social Media

Once you have gotten visitors to your page, you need to keep them interested. What is one of the biggest, time consuming activities that virtually everyone participates in each day? That would be social media, of course. When you have visitors on your site, ask them to visit or like your social media presences. Be sure that you do not overly request this, and once they have liked your page, you no longer ask. Once they like your social media pages, you can provide further incentives and information that will increase the odds that they will convert.

Number 6: Utilize Re-Marketing Strategies In-Site

There is no question that re-targeting is a marketing effort that you should already use. However, rather than just off-site re-targeting, utilize the benefits of in-site re-targeting as well. This is when you pinpoint the interest that a certain visitor has and then utilize greeting bars or call-to-actions that highlight that product, service or other interest that a visitor may have. This is one of the most effective ways to ensure that a visitor actually converts. When a visitor receives a customized message, she will feel special and important, which will make her much more likely to make an actual purchase. Custom targeting like this can also be used on days that are determined to be more profitable for your website.

Number 7: New Visitor verses Returning Visitor Incentives

It may be a good idea to offer different incentives for new visitors versus returning visitors. Why? The answer is simple. When new visitors come to your site and see an incentive, if it did not get them to convert the first time, chances are it won’t work any other time that they visit, either. This means you need to have a set of different incentives for those returning to your site. While new visitors can all be presented with the same incentive, when they come back, it is for a reason and you need to show your uniqueness and what really sets you apart from the competition.

Number 8: Consider Different Sign-Up Processes for Desktop vs. Mobile Visitors

When people are using mobile devices to visit your website, chances are that they are not going to want to spend much time filling out forms. This means that you need a simple opt-in process for users that are on their mobile devices. Once you capture email addresses, you will be able to send additional messages reminding visitors to opt in for other information later on, when they are on their desktop or laptop. In addition to having an easy process for “opting-in” you should also be sure that you have a mobile optimized site. This will make browsing what you have to offer much easier, giving you a better chance of converting visitors.

When it comes to getting visitors to your website to convert it takes time and effort. One of the most difficult parts is creating the targeted campaign to begin with so make sure you use a dedicated tool that can make it simpler. Once this is completed, making the most of it is essential if you want to see real conversions – and profits – from your website. Using the tips here you can increase the conversions you have on your site, which will make your efforts worthwhile. There is no reason to let your time and money go to waste when it comes to your website. You have to make your value apparent by targeting your customers in ways that will appeal to them. Keeping this in mind will help you remain relevant to your customers and keep them coming back time and time again to see what new things you have to offer.

How To Target Visitors Based On Their Referrer

When attracting visitors and potential clients, you need to think about your target market’s needs on a focused and detailed level. The main purpose is to ensure that each segment will receive its own targeted campaign . Many websites reach global communities with the same offers and promotions, but if you wish to narrow down your campaigns it is really important to modify your strategy between Canadians and Americans, for example, or between users coming from LinkedIn and those coming from Facebook.

Referrer Options

Targeting rules

Targeting rules

In step 2 of your campaign creation — targeting rules — you can add the “referrer” option from the many choices that appear. For the purpose of this tutorial we have selected that this campaign will appear on all pages.

Show campaign on all pages

Show campaign on all pages

When you hover over the “referrer” with your mouse, you can see that it targets visitors from other referrers, meaning other websites. When you click on the “referrer” a box with several options will appear.

Specific URLs

Suppose that you have Canadian, as well as American or European clients. You have a campaign that won’t apply to Canadians using Google.ca, but will appeal to the Google.com users.

Show campaign only to visitors coming from google.com

Show campaign only to visitors coming from google.com

You can specify in the matches section that only users that come to your site from Google.com will see your campaign. You can change it to any URL that best suits your needs. You can even use “Facebook.com” for only Facebook users. You can also add as many as you choose but remember that this option is for exact domain. In the list you will see list of exact referrers that have already brought traffic to your website.

Wider Audience

If you prefer not to limit your campaign to exact domains, you can choose keywords that referring websites will contain. Mark the ‘Contains’ checkbox and fill the string to look for in the referring domain.

Show campaign to visitors coming from any google domain

Show campaign to visitors coming from any google domain

In this example if you write “Google” then all Google users who visit your site will see your specific campaign regardless if they are using Google.com, Google.ca, Google.be, and so on. This will attract a wider Google audience rather than being tied to a fixed Google URL domain. This option is very useful for targeting visitors from websites that have several domain, such as Google (google.com, google.ca, …) and Facebook (facbook.com, m.facebook.com, …)

Preview Mode

Once you have chosen your referrer specifications, you can preview the campaign before publishing. In our example, this lead-generation pop-up will appear based on our rules.

Preview the campaign

Preview the campaign

 Editing Your Draft Campaign

If you find yourself having to log-out of your campaign for a few hours before you publish, you can easily find it again by looking under the “Drafts” section on the left-side. All work-in-progress campaigns appear in this list. Just choose the campaign and continue editing it.

Editing draft campaign

Editing draft campaign

Once you have finished your campaign and are satisfied with the preview, then all that’s left is for you to click “Publish.”