Innovation Centres Scotland Event
Customer Engagement and Retention Event
This week we took part in an event at Innovation Centre Scotland. The event was centred around online engagement and retaining customers. Jill delivered a Masterclass that focused on how to develop your site’s visitors into loyal customers. More information on the event can be found here.
So how do you do it?
There are many ways of turning visitors into customers. Here are some points Jill couldn’t cover in the time yesterday:
Make sure your visitors are ‘convertible’
You are not going to be able convert customers who are not interested in your offering. You need to find a way of attracting the right customers. There are two proven ways to do this: SEO and PPC. SEO or search engine optimisation helps direct users searching for a business like yours to your site. PPC or pay per click search marketing is similar to SEO but provides more immediate results. If you invest in these methods you will give your website not only a massive rise in traffic, but a larger percent of relevant customers who will instantly qualify for your offering.
Provide Relevant Information
Think about what visitors want to find on your site. It is often easy to get distracted when talking about your business and products or services. Just remember that if customers lose interest because they find irrelevant information they are more likely to bounce onto a competitor’s site that will be more than happy to convert them.
Keep the Customer Journey in Mind
If you act with marketing in mind you are in effect becoming customer orientated, this is good. Don’t forget this when designing your website and content. Similar to the provision of relevant information, if a customer does not like your website they will most likely leave. Take careful consideration of navigation and design – does it represent your business? If the answer is no, you need a web re-design. Avoid 302 redirects like the plague! If your site has broken links your customers will leave, try using Google’s Search Console to identify broken links and redirects or contact your local web agency.