“Customer conversion is dependent on the right customer conversation,” – Steve Jobs
Much like nature and natural processes, modern commerce is defined by competition and conflict, two attributes that are inextricably intertwined. Brands and companies must compete for customer dollars through enhanced market shares in order to thrive commercially and to expand the remit of their business. One of the means adopted by commercial enterprises is to maximise their leads and conversions in an attempt to garner a larger share of customer dollars, ensure healthy revenue streams, and to boost their commercial prospects. These actions are integral to modern business practices and are likely to remain so in the future.
Creating and sustaining conversations with customers should be a prime strategy in the pursuit of maximising leads and conversions. Every business should make it a priority to initiate conversations because such actions enable customers to acquaint themselves with the primary value proposition offered by a brand or business. These conversations can take the form of customer feedback, in-store interactions, social media interactions, annual shareholder meetings, weekly or bi-weekly newsletters, town hall meetings, digital interactions, etc. These avenues afford businesses an important channel to connect with customers and to increase the chances of leveraging leads and conversions into transactions. For instance, a biscuit and cookie maker that launches a new product line can station paid staff members at shopping centres to introduce customers to the new products. This approach enables the business to tap passing traffic and enhance the prospects of sales. This strategy also enables the business to solicit customer feedback from shoppers and pedestrians and feed the information to business managers and brand stewards. An extension of this campaign can take effect when the business offers free vouchers that customers enable the customers to pay for additional samples of said product when they visit a retail store or a shopping centre.
Online businesses can work to boost leads and conversions using online forms that appear on their flagship websites. This device enables businesses to harvest customer information after online visitors fill information into the fields that populate said forms. An analysis of the customer-supplied information can help business managers to delineate levels of customer interest. Subsequently, these online leads can be persuaded to deepen their interest in the business and transact with it. We must note that this data-driven approach to leads and conversions should be calibrated carefully so as not to irritate customers because that may lead to negative business outcomes. Businesses must also expend effort in the design of such forms because an overtly intrusive form can mar the end-user experience and may drive customers away. In addition, the information sought by such devices should be restricted to three or four fields on the form so as not to burden the customers. Further, online business operators may seek the services of a professional online designer to ensure that any forms deployed on the website can drive leads and conversions on a higher trajectory.
A comparative approach to different brands and products available in the market can assist brands and businesses to actuate leads and conversions. This strategy implies that a business should actively help customers to compare various product lines and highlight the attributes of its own product or service. For instance, a grocery store could place various placards on different groups of merchandise to announce the lowest price per unit for a particular fruit or vegetable. This strategy is bound to attract customer attention because said business is clearly demonstrating the markdown in prices through the placards. In-store personnel can help to boost conversions by engaging shoppers in friendly interactions that spotlight the price benefit. A persuasive aspect of such interactions operates when the business tells shoppers that the low prices apply to a timeframe and may not last forever. This is bound to encourage a higher rate of conversions and the business may witness a faster clearing of its inventory.
In a similar vein, online businesses can encourage higher leads and conversions when they subtly inform customers that a certain order size attracts a flat rate of discount. For instance, a e-commerce operator can display banners on its website to inform shoppers that any shopping bill that surpasses $150 attracts a flat discount regardless of the contents in the shopping cart. We must note that this offer represents a creative use of discounts and is likely to boost customer conversions as long as the banner announces said offer. In addition, relevant information can be emblazoned in the social media handles of the business to broadcast the offer and potentially widen the prospect of leads and conversions. Customers, on their part, can be encouraged to share their shopping experiences online because such actions can attract further attention and thereby maximise the chances of higher leads and conversions.
Electronic business enterprises must deploy the use of mirror sites as part of a concerted strategy to boost leads and conversions. This technique is critical because the sheer numbers of online shoppers can overwhelm the flagship website at certain times (for instance, the holiday season and festivals). Mirror sites can bear the same web address as the main website but direct consumers to a different set of servers that smoothly deliver the desired consumer experience. Business managers must seriously consider this technique because all too often, e-commerce sites tend to collapse under heavy traffic. The use of mirror sites can encourage higher leads and conversions because a glitch-free shopping experience signals corporate intent to serve every individual customer.
Traditional businesses can chalk different strategies to heighten the rate of leads and conversions. This is important because brick-and-mortar businesses face the same onslaught of competition that assails the online business industry. Catering to the creature comforts of shoppers and visitors inside retail premises offers an interesting route to boosting customer conversions. For instance, a multi-brand retail showroom can offer weary visitors an energy drink to soothe their nerves and to boost their shopping instincts. This is a creative approach designed to encourage shoppers to apply their rejuvenated faculties to shop more. Similarly, cutting-edge sound tracks can be played over the in-store audio system to help shoppers focus on the merchandise. These strategies have been tested and have helped to create definitive upward momentum in sales graphs. In light of the above, traditional businesses should consider brainstorming to build innovation into their customer conversion strategies and devices.
Information culled from shopping habits can be leveraged to maximise leads and conversions. For instance, customers that use loyalty cards can be targeted by a business with personalised lists of interesting products and services. The same lists can also be sent via email and text messages to said customer in an attempt to harvest repeat business. This strategy is a message to customers that the business remains interested in their continuing patronage, and therefore, should help the business to achieve positive outcomes. That said, we must note that this approach hinges on customer profiling and therefore, the business should encrypt and guard the customer’s information at all times.
In the preceding paragraphs, we have surveyed some of the techniques that can help brands and businesses to capitalise on leads and customer conversions. Every business should invest effort to refine said strategies in the interests of boosting its commercial prospects and ultimately, in fulfilling its corporate destiny.
