If you sell in today’s competitive online space, acquiring new customers is expensive, and selling to cold traffic is easier said than done.
You really need a good funnel and awesome copy to succeed.
And when we bite the bullet and actually do put our sales page together — and pay for eyeballs on our offer –we work extra hard for the conversion. Work smarter. Work differently. For good reason too. As online retailers, we’re combating excessive competition, costly abandoned cart rates (around 75%), high levels of distraction, and very short attention spans (8 seconds to be exact).
Unfortunately, as amazing of a tool as sales funnels are, many who click through and land on your page will leave without completing a purchase. The cold hard truth is: on average you’ll convert 3% of traffic and lose 97%.
That’s a lot of people not buying…
But is that also a lot of lost opportunity? Or are there ways to bring consumers back around again, and not only build brand awareness but actually salvage sales?
To both questions we say, yes!
Today on the blog, we’re taking the position that, as hard-working business owners, you’ve paid for traffic and laid the ground work of setting up your ads, and you therefore should remarket and go after the ninety-seven percenters who didn’t buy your offer. You ought to try and salvage some of those lost opportunities and not settle for status-quo conversions rates. And you should leverage any and all clicks you get to build your brand’s recognition in the marketplace.
And why not, right?
I mean think about it. Those who engaged with your ad did show interest in your offer by clicking. And even if that click was a small action, it’s still engagement nonetheless. And if you’re able to win over even a few of those people back (say, 5%), and get them to take more action, you enhance the chances that conversion rates will go up and your bottom line will increase.
So how exactly do we get people back onto our funnels?
Firstly, remarket traffic using a solid compelling follow-up sequence.
Ever thought of sending someone a message who’s shown interest in your offer but not converted? Well, it’s possible to not only gain leads on a sales funnel but talk directly with those who’ve shown high purchase intent if you’re using a software program like ClickFunnels. Simply edit the funnel to contain a two-step order form. This will allow highly interested readers (or those who put items into their cart and then left) to provide their name, email, and address in step number one, and their credit card info on step two.
Why is this two-step process worth you while, you may be asking?
Because some people will complete that first step, but they won’t complete the second step. They got cold feet and bounced off the page. It happens more often than you’d think…but despite the change of heart you’ve gained an email address!
That is a very good thing and here’s why:
Research by AnnexCloud has shown that 45% of abandoned cart emails are opened. And even better, 10.7% of people who receive emails from businesses after abandoning cart will return to make a purchase.
Those are numbers you can confidently take action on!
Just think about how different your funnel would perform when you begin to remarket to customers who’ve shown purchase intent.
Email follow-up, therefore, becomes one key component to a profitable and high converting sales funnel.
Also, if you’re wondering exactly what to put in a follow up email sequence to claw back sales from people on the fence, you’re not alone. Many business owners struggle with what to say. And to simplify the process, here’s what we suggest you include.
It’s a 5-part email campaign that touches on:
- Your audiences’ objections or fears using storytelling and real-world examples.
People may not be at the point in the customer journey that they’re willing to buy. Or they may be a bit warmer on the spectrum, and interested in what you’re selling, but for various reasons also have legitimate concerns which hold them back. This makes nurturing super important in the first few interactions you have with would-be customers. What better way than to start the relationship off using storytelling.
In the follow-up email #1, we suggest telling a simple but provocative mini-story that has some tension, conflict, and a compelling narrative (with a beginning, middle and end). Stories are unique and special to you and your brand, and they can’t be copied easily by others! Think of one that relates to your offer and share it.
ProTip: Remember to make your customer the hero in this email, not your product or offer.
- Showcase a compelling success story (or two)
People do what other people do. And when consumers like (or dislike) something, and then publicly voice their opinion on the matter, it impacts those around them. This type of influence is called social proof, and it’s so powerful that Neilson research has shown up to 80% of people nowadays use recommendations from others when making a purchase. This tells us that a vast majority of shoppers are asking themselves this before they buy: What do others think about this product?
For email follow-up #2 showcase your best instances of social proof. Present the best testimonials, success stories, or highlight real conversations people are having about your business or brand. When people see others benefiting from your offer, they’re likely to see themselves benefiting from it, too!
- Speak on how your offer’s different.
Prospects interested in your offer have likely already recognized their desire to solve a particular problem (need recognition), but may still be in search of more information to make an informed purchase decision. Additionally, it may not be completely obvious as to how you’re different from competitors, or why your offer is better than a substitute or alternative course of action. Is there a differentiating factor that would persuade the sale?
In this broadcast, we suggest highlighting exactly what makes the offer unique, and do so by leveraging your offer’s unique selling proposition — that is, its most compelling and distinct benefit.
- Future pace the results
Now it’s time to tap into a powerful element of persuasion and give the gift of confidence by helping qualified buyers “see” a brighter tomorrow. You do this by talking about and placing positive expectations — with regards to your offer and its results — in their mind.
In email #4, bestow hope for what lies ahead by future pacing the results. Paint a vivid picture of what life is like using specific examples. Talk about the various ways things will improve as your reader enjoys the benefits of using or purchasing your product. Be clear and concise. By doing so, you’re opening up their mind to new possibilities faster and easier than if they’d never thought about it in the first place.
- Doors closing soon (surprise & delight)
In email #5, remind them that doors are closing soon, or that quantities are becoming limited, and the time to act is now. Then throw them for an unexpected loop and drop a surprise bonus or unannounced discount in there to push them over the edge. You want anyone who is really interested in your offer, but has waited until the very last minute, to buy now. This is an urgency and scarcity tactic, so remember to be honest with this strategy and never manipulate a sale.
Nurturing your audience using email isn’t just a way to increase the conversions on a sales funnel. It’s one of the most important components of any successful online businesses today, and it should be a top priority for those looking to grow and scale a thriving brand.
The second way to increase conversions on your sales funnel through remarketing is by using Facebook retargeting ads.
According to Adespresso, retargeting ads not only cost less than a typical ad, they also convert better! And when you consider that typical funnels to cold traffic convert at between 1-3%, you’ll want to come into contact and nurture as much of that traffic as possible — about 97% of it to be exact!
That’s a lot of relationship building and communication required to make a sales campaign successful. But with the promising results of retargeting, and with the right tech set up beforehand, you’re likely to increase profits by utilizing this strategy.
So before you make your funnel live, take time to create a couple of creative retargeting ads that will show to people who land on the page but don’t purchase. We suggest running these campaigns to visitors no more than two weeks after they’ve seen your offer. Any longer and you’re old news!
These ads should focus on reminding people you noticed that they landed on your sales page, but for whatever reason, chose not to buy.
With your creative you can:
- Showcase testimonials from previous buyers.
- Create a personal invitation via video, asking them to come back and make a purchase.
- Address objections head-on (“I know what you’re thinking, but…”).
- Offer a coupon or discount code.
- Tell an entertaining story and remind them that there’s still time to take action.
Retargeting also increases brand awareness by helping consumers become more familiar with your business. And as humans, we really like things that we’re familiar with. In fact, the more we see and become familiar with things, the more we will like those particular things. And that, my friend, is due to the magical power of the “Mere Exposure Effect”, which has shown time and time again that humans like what they consistently see and are exposed to. Why is that? Because it becomes a part of your life. And when it becomes a part of your life, it has meaning and value. This is true for businesses, and this is true for people. So keep showing up! People will grow fond of you.
Selling in today’s competitive market is hard, and there’s definitely a lot of moving parts and high-level strategy involved in a well-converting funnel. But it’s not impossible to get right. It just takes a well thought out plan and a good amount of preparation.
Remember that at the end of the day, buyers are people too! And just like personal relationships, business relationships work best when those who are interested know, like, and trust you! So when a new person comes into your world via a sales funnel, they may be curious about what you have to say, but not quite ready to buy. Become a familiar face, pursue them, and be committed to communication on a regular basis through retargeting ads and follow-up email sequences. You’ll be glad you did.
To higher conversions and great customer relationships,
Nickie x Chess