You’ve created Buyer Personas to target your ideal customers and you’re getting traffic from those industries, but the traffic is still bouncing from your site once they have viewed a few pages. How do you refine your conversion architecture to increase your conversion rate and get those visitors to click on a call to action, give you their details or make a purchase?
The first thing you are going to have to do is identify your exit pages, the pages where the traffic is bouncing from your site. If your visitors are viewing three or four of your webpages, but then leaving, you need to find the pages they are leaving at, and provide more information to grab their attention. You can do this by creating additional content items such as a case study or a whitepaper which addresses the needs of the specific industry, and provides an opportunity for your visitors to download the content from the exit page.
By doing this you will grab their attention and provide them with more information that is relevant to the problem they are experiencing. For example if you are receiving a lot of traffic from the computer software industry, but have a disproportionately low conversion rate, you could create a whitepaper describing how a software company could benefit from using your product and place it in the sidebar of the exit page, so next time someone from the software industry visits that page they have further information readily available.
You could also insert additional content onto the page that addresses the needs of different industries. It is even possible to perform a redesign of the page, whereby it now has short paragraphs outlining the applicability of your solution to different industries, with more info buttons that link to industry-specific pages. By doing this you can set up one or two pages that form the start of your conversion architecture for several industries, but branch off into more specific pages for each industry. You can then install industry-specific calls to action, feature highlights or pricing models on the individual pages that appeal directly to individuals operating within those industries. You can achieve this by using key phrases or nomenclature that resonates with your target audience.
Taking the process even further, if you have analytics that provide information on the industry of your visitors you can adjust the content on each page according to the industry of the viewer. By doing this you could have calls to action or dynamic info sections that displays content that relates directly to the needs of a particular industry. By doing this your visitors will get the impression that your products and solutions have been tailored to their individual industry, which in actuality it is just your marketing content that has been refined by industry.
By adjusting your content to individual industries in your target audience you will increase your conversion rates both by industry and in aggregate. The additional content you are providing will also serve to reduce your sales cycles, as you perspective customers will now have more of the relevant information they need in order to make a purchasing decision, or present their case to decision makers or a decision committee. In turn, you will reduce the time your salespeople have to spend interacting with leads before closing a sale, which will result in a lower cost per sale and free up more time for your sales team to approach additional prospects and leads. Overall, employing a strategy that involves optimization of your exit pages turns a weakness into a strength, and will inevitably result in increased conversions, sales, revenue and profitability for your organization.