So you’ve started a business, and you are ready to watch the money roll in from the leads you’ve collected. But how do you transform a pile of names into profit?
When it comes to converting leads into customers, there is a clear process that you need to follow. Today, we will outline the steps of the conversion process and explain what happens at each stage.
Keep in mind that this process may vary depending on your business and the type of product or service you offer. But, this should give you a good idea of what to expect when trying to build a customer base and help you achieve good conversion rates.
First, let's briefly discuss the definition of the word conversion for digital marketing.
What Is A Conversion?
Digital marketing sees a conversion as a business goal requiring a website visitor to complete a process. It can be anything from purchasing an item to subscribing to a newsletter or filling out a contact form. The important thing is that the visitor takes an action you have defined as valuable to your business.
For example, if you are an e-commerce store, your goal might be to get visitors to add items to their shopping cart and complete a purchase. If you are a business-to-business (B2B) company, your plan might get visitors to fill out a form requesting more information about your product or service.
What Are The Steps Of The Conversion Process?
The conversion process always follows the same basic steps, no matter your goals.
The First Step Is Awareness
At this stage, potential customers become aware of your product or service. They might see an ad, read a blog post, or hear about your company from a friend. Many digital marketing strategies focus on this stage, such as search engine optimization (SEO) and social media marketing.
The Second Step Is Interest
Once they know your product or service, potential customers will develop an interest in it. They might visit your website, read more about what you offer, or compare you to your competitors.
At this stage, it’s important to encourage customers to reach out to you. For example, you should ensure you use the best contact form possible to help potential customers connect with you and get answers to their questions.
The Third Step Is Consideration
At this stage, potential customers are considering your product or service as a possible solution to their problem. They compare you to other options and research your company in more detail.
During this stage, you need to provide potential customers with the information they need to decide, including product details, pricing information, or testimonials from satisfied customers.
Providing videos is a great way to aid the consideration process, especially as 69% of consumers say a product demo best assists them when making a purchase. Engaging, professional-looking video content could be the difference between making a sale and a potential customer deciding to venture elsewhere.
The Fourth Step Is Intent
Now, potential customers are ready to buy and have decided that your product or service is the best option for them. They might add items to their shopping cart, fill out a contact form, or call your sales team to make a purchase.
The Fifth And Final Step Is Purchase
This step is when the consumer buys your product or service and becomes a paying customer. But conversion doesn't end here. Once a customer has made a purchase, you need to focus on retention and satisfaction with their purchase.
These efforts might include following up after the sale, providing customer support, or sending them promotional offers for your other products.
So there you have it—the five basic steps of the conversion process! Keep in mind that these things can vary depending on your business. But if you think back to this article, you'll be well on your way to converting leads into customers. Thanks for reading!