If only digital marketers could separate the buyers from the browsers – those who are just a marketing nudge away from plunking down the bucks. Short of a crystal ball consultation, however, there’s no available method for spotting the ready-to-convert. Consider yourself lucky if you have such a device. For the rest of us, penetrating insight is required; a window that reveals the most likely buyers – and likely boosters of those all-important conversion rates.
Digital marketers automatically create this window by utilizing key metrics that pinpoint the most likely buyers. Research tells us that the following four are among the most telling indicators:
Inclination to Linger – the longer people browse, the more likely they’ll buy. In fact, visit duration is one of the world’s leading indicators of buyer intent. But don’t rely solely on this key metric. Certain people are inveterate browsers. Which is why you must supplement this parameter with the others in the bunch.
Page Visits is the next of these. This metric often goes hand in hand with duration since page skipping requires an investment of time. The deeper they plunge, the more likely they’ll convert.
Return Visits – Conversion is just around the corner if people come back for more – especially if not incentivized by freebies or generous discounts. Clearly, you’ve won them over, a state of affairs requiring consummate marketing finesse to bring them across the finish line.
Arrival Via Digital Search -- When visitors are search engine-delivered, you know they’ve expended time and effort in a quest for whatever it is you offer. Now, it’s simply a matter of proving the merchandise is preferable to that of the competition.
Naturally, digital marketers must unleash a strategy for collecting and compiling the necessary raw, measurable data. How you do that, of course, is entirely up to you. But have fun with it. Kick the project off by getting acquainted with (or bringing on board somebody who knows) the latest data-collection methodologies. Enlightenment soon will follow.
If you have questions or comments about increasing conversion rates, or any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.