Improving conversion rates for your business involves a number of factors you need to consider. Your users have unique needs and are spread out across your entire sales funnel.
Understanding where your users are along this spectrum makes it easier to communicate in a way that resonates with them. It allows you to measure what elements in your business and sales process are delivering the best results.
User experience is only one part of the equation. But the initial experience of users sets the stage for their level of activity and satisfaction in future interactions with your product and service.
The following shows you how you can maximize this initial stage in the customer experience for improved conversion and retention.
Showing the True Value of Your Business
Your users will differ in the experiences they have with your product or service. Those who see the true value you offer sooner will be more likely to convert to a deeper level of engagement.
In most cases, there are multiple points at which users experience this. It depends on the product you’re providing. But when users begin to engage with it and see how it benefits them, then you’ve hit one of those key points in the process.
Your goal is to identify those points and optimize them for better performance. If you see an area where customers are converting (subscribing, downloading, purchasing additional features, etc.), then you can improve upon them to your advantage.
Solutions for User Experience
If you want to optimize this introductory phase of the user experience, you must understand the needs of each new user. Using analytics to measure behavior and response can be valuable in determining these needs.
Identify the most common ones and begin addressing them right away. For example, a setup process can be valuable to users who are purchasing a software application.
New tools can be confusing no matter how intuitive your design may be. Also, you want to maintain the momentum that exists immediately after a purchase or sign up. By making it easy for users to engage and use your product, you multiply the value they receive.
Contacting users via email is a great way to help guide them along. Your email autoresponders should be set up to address specific types of users depending on their position in the sales funnel as well as their responses.
It’s a great way to provide supplemental materials such as videos, tutorials, or tips to make the process easier.
What You Need to Know
When users choose your service or product, they need to know that they’ve made the right investment. The experience you provide in the initial stages of the relationship are critical to developing this satisfaction.
This builds upon the relationship you’ve developed through previous communication and marketing campaigns. It also builds trust in you as an authority that can help solve their most pressing problems.
The lessons learned from the initial user experience can also be applied to the long-term relationship. This can help develop brand loyalty, which leads users to share the value they get from you with others.
Providing a great user experience is fundamental to the success of any business. But the initial stages are the most critical in maintaining momentum and building a deeper relationship with customers.
By measuring the ways that users get value from your product and service in the early stages, you can optimize the entire life cycle of customers to grow a better and more successful business.