Converting users into customers is the prize that every business is after. But keeping you keeping your eyes too fixed on that prize can end up hurting your revenue in the long-run.
If you’re struggling to generate long-term customers, then you need to avoid the most common mistakes. Failing to build relationships before making the sale can wreak havoc on your conversion rates.
If you fail to give prospects the information they need, they’ll be less likely to use your product. Avoiding these mistakes will enhance your marketing efforts, while building a community of loyal customers.
Relationships First
This might seem obvious to experienced marketers, but businesses still forget the importance of putting engagement first. Conversion just isn’t enough for long-term success in today’s marketplace.
You need to create a relationship in which users have an opportunity to develop trust in your ability to meet their needs. This takes time and exposure to your brand.
The Pre-Conversion Period
Many businesses realize that customers will visit a their website many times before they actually buy. This highlights the need to build trust over time, and is a reminder of the danger in pushing for the conversion too soon.
Customers who visit your site as many as 20 times tend to stick around for a lot longer once they’ve purchased and used your products.
Brand experience still matters, and the numbers continue to confirm that fact.
Don’t Reduce the Value of Your Product
Some companies lower the perceived value of their products without even realizing it. This occurs in cases where the sale of one product requires the addition of other products.
Although using bundles might seem like a good way to market other products, the one product that the user wants can seem less valuable.
It can also create frustration and overwhelm in the mind of the customer – two things that are never good for your long-term conversion rates. More options aren’t always better.
Not Enough Information
To benefit from a product or service, users need to have enough information. But many companies (especially those in software) fail to provide users with the information they need to use their product.
By putting your conversion needs ahead of your customer needs, you commit one of the most fatal mistakes in converting long-term customers.
Consider the user’s experience before and after they buy a product. By understanding the need for education before conversion, you’ll prepare them to get the most value out of your products and services.
Making it easy to get technical support is critical to their education. You should expect that users will have questions, and be ready to answer them.
Keeping your eyes on the conversion prize can distract you from the most essential elements in your sales process. Customers need to get to know you first in order to build trust and make a purchase.
They also need to know that the product they’re paying for is one of real value. Don’t force them to get involved with more products they don’t need.
Giving them support and relevant information will ensure that they benefit from your product over time. The result will be higher conversion rates, but more importantly, an increase in retention as well.
Converting customers is important, but keeping them is what matters.
