Have you ever looked at your website analytics and been disappointed by the number of people that leave your website without converting?
You’re not alone. In fact, according to ReTargeter only 2% of website visitors convert on their first visit, with 98% of visitors to your website leaving and potentially never returning.
In this post, we’ll show you how we use Campaign Monitor’s email automation to get some of the 98% of visitors back to our website and convert them into customers.
How we used automation to convert lost website visitors into customers
In order to capture some of our lost website visitors and convert them into leads and customers, we devised a system that uses email automation and retargeting together to get people back to our site.
Here’s how it works:
Step 1: Potential customers visit our website, but leave without converting
We use a number of channels to drive traffic to the ConversionLab website. We regularly blog, are active on social media and our site is well optimized to appear in search engine rankings. However, like all websites, most people who visit the site leave without converting.
Step 2: We use retargeting to bring these visitors back to the site and convert them into leads
Every person who lands on the our website gets a small piece of code placed in their browser (known as a cookie). This cookie acts as a signal that tells advertising networks that this person has visited the ConversionLab website and has shown interest in our services.
Then, as that person browses around the web, the different advertising networks recognise that cookie and serve up our advertisements on the various websites the user is browsing.
Here’s an example of our retargeting ad on Facebook:
Step 3: We drive people to our 7-part conversion optimization course delivered via email
Since we know that we didn’t manage to convert people on their first visit, then bringing them back to the same site with the same messaging isn’t likely to change that.
So instead, we drive people to a landing page where they can subscribe to the 7-part conversion rate optimisation course.
Step 4: We use email automation to deliver an educational course that converts leads into customers
Once a person enters their email address to receive the 7 free conversion rate optimization tips, they are automatically added to a list in Campaign Monitor through Unbounce’s direct integration (At ConversionLab we use Unbounce to build our landing pages).
Do you want to see the automation series in action?
Sign up for the 7 tips here »