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Best Ways to Reduce Shopping Cart Abandonment

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Best Ways to Reduce Shopping Cart Abandonment

Envision that shopping in a physical store is the same as shopping in an eCommerce store.

You step into a supermarket, pick products from the rack and fill out your shopping basket.

The same scenario can also be witnessed in the kingdom of online business. Regardless of your best-laid offers, clients visit your site, begin shopping, and then close the tab and never come back. It’s because they will be busy watching the trailer of their much-awaited star’s movie.

This is Shopping Cart Abandonment and quite possibly the most significant issue for an online business in terms of its survival. In simple terms, Shopping Cart Abandonment occurs when customers who add an item to their cart leave before placing the order.

Tragically, it’s likewise difficult to escape abandonment altogether. But it is certainly not difficult to work on your eCommerce business experience to diminish abandonment.

In this post, let us check out the techniques for doing that precisely.

To start with, however, we should take a look at the base of abandonment.

Reasons for eCommerce Cart Abandonment

With a huge number of consumers shopping each day, their purpose behind leaving the site without purchasing is not explicit. There could be different circumstances causing a few to finish the checkout cycle.

Let us get started with the primary reasons for Shopping Cart Abandonment.

Sudden Shipping Cost:

Higher or a surprising delivery cost is one of the essential reasons for it. Mostly it happens when the delivery cost surpasses the item cost.

Assuming you don’t reveal the delivery cost at first and the total cost goes beyond their spending plan, consumers will probably  leave.

Sign-Up To Create a New Account:

Most of the users try not to create another account.  It is because of the time involved to fill up the form or the fear of getting promotional messages.

Individuals really like to exit more than shopping when they observe that they need to make another account.

Investigating for Later Buys:

Users generally research before purchasing their craving item. Along that process, they go through a lot of online stores.

They add items to the cart they think of purchasing later. A few clients utilize the trucks to think about things before buying. It is one of the numerous well-known reasons behind Cart Abandonment.

Security Concerns:

eCommerce shopping consistently raises a massive worry for its security. The user needs a definite guarantee for the security of their delicate data imparted to the site.

For more profitable sales, the site should invest in building trust. Assuming that you fall short, the client will leave your site without purchasing.

A Long Check-out Process:

Nobody likes to go through a tedious check-out process. Not-so user-friendly guidelines or a pile of pages between the cycles can be really overwhelming for the clients.

No Multiple Payment Options:

Numerous clients are open to using a specific payment option. The inaccessibility of their preferred choice can steer them to leave the site.

Best Ways to Narrow Down Shopping Cart Abandonment

How aching it would be to witness an enormous number of users on the checkout page but abandoning the carts without placing any order.

This is not the end of the world. It happens with many e-retailers just like you.

There are numerous techniques you can use in an eCommerce store that will shrink the abandonment rate gradually.

Show Signs of Security for Trust Building among Customers:

Some e-retailers see payment forms as a simple and mandatory custom in the business cycle. They have a feeling that they have enticed you with their products, so is there any good reason why you wouldn’t finish up a lengthy form without a doubt? This is undoubtedly not the situation. Moreover, your lengthy payment forms are an essential tool in building trust in your site.

By requesting that your clients finish up a payment form, you’re basically requesting them to entrust you with their private data. This goes a long way past their contact information. You are requesting their credit or debit card details, something many individuals are reluctant to leave behind.

To counterbalance the reluctance of providing their private data, use your payment forms as a chance to build trust. Incorporate trust cues. For example, security logos in an evident position near your payment forms can also do wonders.

Put up a Progress Bar in the Checkout:

Imagine you’re waiting in the queue at a physical store. The person at the bill counter asks you for your postal code, or your contact number, or your loyalty card details. Regardless of whether you have a loyalty card or not, you wish to save by opening one.

These disturbances drag out the Checkout process and should be eliminated in the online store.

Perhaps the ideal way to do that is by showing a Progress Bar for your Checkout pages.

By showing clients where they are in the Checkout cycle, you’re taking out the potential concern that purchasing something from you will take additional time.

It guarantees guests that they will be done soon, and they can return soon to Check out their favorite movie online or whatever they would prefer to be doing. It additionally kills uncertainty and makes the Checkout cycle clear for clients to comprehend.

Have Multiple Payment Choices:

When planning your online business Checkout pages, remember to deliver a wonderful, fulfilling, and eventually consistent shopping experience. Assume you are just adding a single payment option or not so many. Then you are putting barriers between your potential customers and your deals.

Mastercard payment choices are easy decisions. But today’s customers have more options than ever to pay for online purchases. UPI payments and mobile wallets are turning out to be more popular, especially among the younger population.

Offering many payment methods limits or disposes of another explanation why a user will abandon their cart. Also, you’re giving your clients what they need, and that is what’s really going on with it.

Retain Product Thumbnails Throughout the Order Cycle:

When you purchase something in a physical store, you can see whatever you’re purchasing just in front of you. This may not really be the situation in an internet business experience.

The majority of users won’t forget what is in their shopping cart, except if they’re on a shopping marathon.

Like a Progress Bar, including thumbnail pictures of the items they have added to their cart can be another establishing and commendable strategy that confirms the user of what they’re buying.

Showing thumbnails help ground the guest all through the checkout cycle and extraordinarily diminishes the danger that they will leave their cart.

The improved checkout experience is limiting friction and making it simple for clients.

Strong CTAs on the Checkout Page can bring about drastic results:

Many eCommerce websites neglect to add any call to action at their checkout page. Most of the store owners always have the notion that, if the potential customer adds products to the cart and moves to the checkout page they don’t need any push to complete the order.

Checkout pages are the ideal spot for a solid, clear Call to Action (CTA)  that motivates people to finish their purchase.

Keep the context consistent all through your CTAs, through to your checkout cycle. Assuming you favor pleasant and engaging language in your promotion material, keep up with this receptive tone on the checkout page as well.

While it’s critical to incorporate solid CTAs on your checkout pages, it’s similarly essential to guarantee that the context of these CTAs is always reliable.

Make Saving Carts Easier:

When you shop at a physical store, you either aim to purchase something or you don’t. You can stay in the queue to pay for anything that’s in your cart or you can leave the store with nothing. Shopping on the internet isn’t as direct.

Customers hope to exploit the advantages of shopping online, including the capacity to get back to an ongoing order repeatedly. In order to further develop your conversion rates, make it easy for clients to get back to carts in progress.

Saving a Cart should be as simple as clicking a ‘single button’.

Countless possible interruptions may occur during checkout both in a physical store and online shopping. This is why it’s vital to permit customers to get back to their carts to finish the checkout during a period that is convenient for them.

There are multiple ways you can assist clients with saving a shopping cart. You can ask clients to sign into their accounts or you can utilize cookies to remember customer carts without constraining them to sign in. In a perfect world, saving a cart for later finishing must be as simple as it could be expected.

Optimize for a Wonderful Experience:

Assuming your pages, explicitly the checkout pages, need a lot of time to load, then it could seriously influence your deals. The sluggish loading in a site irritates the clients and prompts them to leave the cart abandoned once and for all.

Thus, optimize your web pages and work on their quality and speed meticulously.

Some on-page specialized components are more effortlessly improved than others. For instance, your pictures should be upgraded to keep up with that significant equilibrium between quality and speed. You can likewise restrict the utilization of promotion network trackers, badly executed labels, social plugins, and other lumps to expand your page load times.

There are some other components that are farther outside your ability to control. For example, the pause between a user clicking a place order and processing their payment.

Assuming you’re aware of an inescapable pause when processing payments, consider presenting a visual portrayal of the delay to guarantee clients that something is really occurring. For example, a loader or a progress bar. This tells them that things are without a doubt happening in the background and that they will be done immediately.

A large part of individuals is presently using their mobile phones to shop on the internet. This makes it highly important to have your eCommerce store mobile-friendly. If your site looks engaging on the computer, then you can ensure that it is responsive on handheld gadgets too. Neglecting to do so can bring about a higher bounce rate and Cart Abandonment rate

Retarget Abandoners:

Our best method for recovering Shopping Cart Abandonment is to realize that a few clients will inevitably leave their carts. So you can follow them with remarketing efforts later. ‘Retargeting’ is significant for internet business retailers.

‘Facebook Remarketing’ is ideally suited for focusing on shopping cart abandoners.

As Facebook promotions are visual-based, they are great for catching the optimistic characteristics of your items to attract your visitors. Remarketing with Google AdWords and Bing Ads is an extraordinary idea. You should remarket to clients who leave their shopping carts.

There are other tips that can assist with lessening shopping cart abandonment, and the prominent one is remarketing, which assists you with winning back the potential clients you will lose en route.

Get help from Exit Popups:

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 Get the guests when they attempt to leave your site, abandoning their trucks, using the Exit-Intent Popup. Exit popups are likely the most effective way to recover the Abandoned Carts.

What is enticing with regards to them is that they always give you a chance to convert a guest into a client right away when they are going to leave your site.

Through Exit Popups, you can also draw guests’ consideration towards your offerings at the last second and urge them to utilize their purchases.

The presence of an Exit Popup when the client is attempting to leave, leaving the cart abandoned, can acquire a huge change in your Cart Abandonment Rate. Hence, it is advisable to incorporate:

  • Offers
  • Game contests or opportunities to win with prizes
  • Free delivery offers
  • Downloadable content

This last-moment attempt can support your conversions to the maximum extent possible if your offers are persuading.

Here is what you can do with Exit Popups:

Track guests’ actions and trigger a popup when the guest is going to leave your site.

Toss a completely customized popup to accommodate your branding.

Display coupon code and auto-apply it when the guest clicks it.

You can also introduce an Exit-Intent Popup on any page, including the cart and checkout pages.

Think about what clients are checking out and how you can make them stay. You don’t have to carry out an Exit-Intent Popup on each page of your site, yet genuinely consider adding it to:

  • Product Pages
  • Classification Pages
  • Checkout Pages

Display Remaining Stock and Create a Sense of Urgency Intently:

Customers can be simulated by showing the leftover stock. The quantity of things left tells that the item is popular and may not be accessible later.

It makes a need to keep moving and urges clients to solidify their purchasing choice. They will move quickly and will wind up buying the item.

Another strategy that creates a sense of urgency and lessens Cart Abandonment is ‘Countdown Clocks’. Static Countdown Clocks are extraordinary when your deal has a selected end date. Dynamic Countdown Clocks give each of your guests a similar measure of time to exploit your unique offer.

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That implies the clock begins when the client first sees the mission rather than starting on a particular date.

This permits you to decently make desperation for your site’s guests in general and persuade reluctant purchasers to go through the whole checkout process.

Send Abandoned Cart Emails:

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Assuming a client has created a new account on your online store, you can likely contact them through email.

Use automated emails services to send Cart Recovery messages to clients who left their buys incomplete. This is another way to showcase your products and remind clients about the item they left behind.

A friendly lump will not cause any damage. It will simply make your Abandoned Cart email stand apart by:

  • Having an appealing title
  • Featuring one explicit (well known) item
  • Composing inventive copy is a decent opportunity to show your brand’s worth.
  • Provide an offer. However, be cautious with this, as the clients may generally expect an offer email after every Abandoned Cart.
  • Cart Recovery messages is a decent method if you have a rewards program. Send Cart Recovery Messages to remind clients of the reward points they have got to spend on them.

Avoid Pricing shock at the Payment Page:

Individuals generally don’t anticipate that the cart value should surpass extremely high on the installment page. Be that as it may, in some cases, the extra charges like transportation cost, conveyance charges, taxes, and hidden charges make a tremendous distinction between the item worth and the cart value.

Try to stay away from this.

Be straightforward about the general expenses. Show it forthright at the hour of adding to the cart. So, you don’t amaze your clients later and are providing them with an unmistakable thought of the total cost.

Or, on the other hand, you can just offer free delivery. This is probably the most effective way to diminish Shopping Cart Abandonment. To change the delivery cost, you can marginally expand the item cost.

Flexible Return Policy:

Most of the time, customers leave their cart as they are not happy with the business’ Return Policy. There is a craving to buy, and however, because of an unsuitable return policy, customers choose not to go  the extra mile of buying.

Have a decent and clear Return Policy. Give them adequate days to return the item, assuming it has got a few flaws. Clients will be more certain while making a purchase.

Online customers can’t actually feel the items, and nobody likes to purchase something that doesn’t appear good in person.

Assuming you don’t offer free returns yet, have a trial to sort out whether it’s something you need to do. This is the way you can start:

  1. For 15 days, offer free returns for all the items. Once the preliminary is finished, look at the number of deals created in that return period with the deals produced before it.
  2. Then deduct the expense of returns from an extended amount of deals to decide whether a flexible return policy works for your primary concern.

Keep Guest Checkouts and Social Logins:

Pushing clients to create an account at the Checkout page is one of the significant explanations behind Cart Abandonment. Why create the obstacle in the middle of an effective checkout?

Think from the shoes of the customer. Do you like to be compelled to invest extra time filling data before Checkout? While it delays the Checkout cycle, it is likewise irritating for the client.

Subsequently, it isn’t wise to constrain clients to make an account, particularly when they have numerous choices out there.

It is understood that you need to obtain the client’s information. However, requesting it by breaking the Checkout stream isn’t the best way.

So how would it be a good idea for you to do?

Offer a Guest Checkout and Social Login. By having these two choices on your Checkout page, you will diminish the cart abandonment rate. Ultimately, it also paves the way to improve the client experience.

Allow clients to look at it as a visitor if they are not happy joining. Social login, then again, supports fast signup.

Last Words:

Reducing Shopping Cart Abandonment is one of the speediest and most straightforward ways of getting additional worth from your site.

You don’t have to execute all of the above strategies. Just implementing only a couple of things will assist you with moving the right way.

It merits A/B testing the Cart Recovery techniques before settling on any firm choices. What works well for one online store may not really work for yours.

So make certain to put together any choices you make concerning real information based on your customer’s behavior.


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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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