For something so complex, the conversion rate from browser to buyer of most webpages selling stuff is amazingly constant, sitting between the range 1-5%. And this statistic seems to be bourne out for all sorts of products and services across many different marketplaces. But doesn’t this figure appear depressingly low to you? It does to me.
Can’t we get a conversion rate into double figures at least? Sonia Simone talks about the content net as a strategy in how to find thousands more prospects for your business. Sonia’s content net is also Seth Godin’s relationship building marketing strategy. And they both involve using email marketing or newsletters or some kind of device to build a relationship with your potential customer by providing interesting and engaging content.
Then there is the desperate buyers strategy. Alexis Dawes has written an ebook called ‘Desperate Buyers Only’ and in it she talks about how to find buyers desperate for a solution to their problem. Then write a book or report which tells them how to solve it. Simple idea, but once you cut through the marketing smoke and mirrors of businesses who claim to do this already, you find is hardly anyone really does it. Alexis provide a blueprint.
It’s a quick read and well written too. And the great thing about this strategy is the ebook or report doesn’t need to be your main product. You could ask your existing customers what their biggest problem is, then write a short report on how to solve it. Offer it at a low price, or free in exchange for your reader’s attention. Build your relationship with your new reader and it’s almost guaranteed you will get much better conversion rates when you market to them.
Don’t chase customers; let them chase you instead.
