By Graham Lee
So you’ve got your autoresponder in place and you’ve set up multiple campaigns for your customers. This means you’re capturing your customers details when they initially make a purchase and can then keep in contact with them, with more offers, information and training courses.
But what about all those visitors to your website who don’t purchase any of your products.
Converting Every Visitor into A Subscriber
If a person visits your website and leaves, chances are that he or she will not come back, especially if there are no compelling reasons to do so. After all, we all behave rather impulsively on the Internet, so much so that we can easily forget where we were 10 web pages ago.
But the bottom line is that your visitor will most likely not come back to your website again. Think about the numbers, if 1,000 visitors come to your website, have a look around, then leave and never come back again, you can imagine the amount of potential lost revenue, all simply because they do not come back. You’ve got those visitors to come to your website in the first place, which is not always easy, so why let them go if they don’t actually purchase any of your products. If they visited once, something must have made them visit, so when you introduce new products you want them to come back, but how will they know you’ve introduced a new product. By ensuring they will come back, you could convert a fraction of the visitors into your customers.
Some marketers say that creating unique content can keep some of the visitors coming back, but very often, unique content is not the solution. Why? Because your visitors will never know about your new unique content unless you tell them. The real, long-term solution lies in converting your visitors into subscribers of your mailing list.
You only have a short few seconds when your visitor is on your website to capture their interest. Something might happen which makes them leave your website unexpectedly, they may be interested in whatever got them there originally and make a mental note to return, but forget where they saw that interesting article or piece of information. Never to return!
Before your visitor leaves your website, you want to convert him or her into your subscriber via a simple opt-in to your mailing list.
Converting Every Web Page into Subscriber Capture Devices
Whether your website is a simple one-page sales letter or fully fledged multiple page website with products and content, you should turn every webpage possible into a subscriber capture device. This is done through your opt-in form.
By doing this your website become extra effective, and it is effortless when it comes to applying the concept.
Since visitors can come and leave without remembering your website in the future, you can still follow up with your visitors easily by seeking their permission to opt into your mailing list through your web pages – on autopilot!
There are a number of ways to do this:
Pop Ups, Pop-Unders and Pop-Overs
You can create a pop up window to appear after your visitor attempts to close the window or leave your website. This pop-up window contains your opt-in form asking for your visitor’s name and email address so that you can follow up with him or her in the near future via subscribing to your mailing list for free.
There are many types of pop ups and each type offers a different level of effectiveness… and intrusiveness, to your visitor, so you need to choose which type you use with care.
Here are three of the most popular types:
1. Pop-Ups generally appear when the visitor arrives or tries to leave your webpage. The advantage is that the visitor is presented with the opt-in form at the most opportune moment and can choose to complete their details or not. However, many web users now employ pop-up blockers to prevent these types of window appearing, although there are scripts around at the moment that can get around some pop-up blockers.
2. Pop-Unders are displayed in a separate window behind or under the webpage your visitor is viewing, so the visitor only see’s the page when they close the current window. These are not as intrusive to your visitor and mean that your visitor will not close them immediately. They also mean that if your visitor has already left your website, they provide a reminder about your website as they finish their web surfing session.
3. Pop-Overs generally appear a few seconds after you visitor arrives on your webpage and block out your main window partially. The visitor must close this window before they can read your webpage. Although they can be very effective, they can also be very intrusive and your visitor may become annoyed and close them with leaving their details.
Using Pop Ups can help to convert a large portion of your visitors into subscribers, giving you a chance to follow up with them on other offers you may have in the future.
Using Your Webpages
Alternatively, you can insert your opt-in form somewhere on your webpages. This method provides a permanent reminder to your visitors that you have a mailing list and if worded and highlighted correctly, your visitors will be compelled to give you their Name and email address.
An example of the best place to utilise this method is in the header of your webpages. The advantages here are that you will only need to place the opt-in form once and it will appear on every page. If this location is not possible then at the top of your main Navigation menu is also good. The key to an effective location is somewhere on your webpages, that your visitors will notice immediately, without having to scroll down to find it.
In conclusion, turning every webpage you own into a subscriber capture device can be responsible for huge subscriber-pulling results, with very little effort on your part.
Another method of building your mailing list is known as a Landing Page, squeeze page or capture page. This is the first page your visitors come to when they visit your website. They have to complete their Name and email address before they can get to your main website pages.
You build your mailing list by funneling all of your would-be subscribers through your landing page. Not only do you do the work just once, your traffic driving efforts can be focused onto just one effective method.
This works best if you have a specific product that you want to market. It allows you to ensure that only web users who are interested in your product visit your webpage and therefore are more likely to purchase.
However your landing page must be set-up correctly for this method to work effectively, if it’s not you may be wasting your marketing efforts and turning visitors away.
The following are tips in creating a successful landing page that converts visitors into subscribers on a very huge percentage.
Success Tip 1: Offer a freebie in exchange for your visitor’s email address. I very much endorse this method of building your mailing list. You can offer a special report or a sample of your paid product to your visitor in exchange for their details such as name and email address.
Success Tip 2: Rub in the benefits of the freebie you are offering more than a mere subscription to your newsletter. You should focus most of the attention of the letter on encouraging your prospective visitor to download your free offer. Later, you gently remind your prospect that he or she has nothing to pay but just merely subscribe to your newsletter in exchange for the freebie.
Success Tip 3: Other than your opt-in form and perhaps important disclaimers and terms, there shouldn’t be any other links on your landing page.
Success Tip 4: The landing page must be written professionally. When writing your page, treat it as if you are writing a sales letter. While you are not necessarily making a hard sale or try to get someone to buy your product upfront, being able to entice your visitors to give their details to you is just as important as selling.
As a final reminder and conclusion, in order to build trust, you can include your hand-written signature or a photo of yourself explaining where you are coming from and how you can help your visitor through your free report on offer.
Once you’ve captured your visitor, what to do with them.
Once your visitor signs up to be on your mailing list, you can follow up with him via email using your autoresponder. If they did not purchase initially, you can ask them to re-consider your offer, or endorse another offer to him or her.
All in all, you want to convert as many visitors into subscribers as possible and obtain the potential revenue you rightfully deserve – the easy, wise way.
About the Author
Graham Lee is CEO of The Income Zone, where you will find online ebusiness tools for web entrepreneurs. Graham is also the owner of a number of other websites offering tools and information about internet marketing and working online.
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