Remarketing is the king at bottom of the conversion funnel. It is cheap, highly targeted, and effective. If you are yet to implement a remarketing strategy, you should do so immediately.
In order this to be as successful as possible, you should:
When a potential customer reaches the bottom segment of a marketing funnel, they become more interested in clear evidence that your business can provide the quality product / service that has been promised. Understandably, they want to hear that from someone other than you. They require social proof to validate their decision before making it - which is why it is important to increase purchase confidence via testimonials on product pages. Product reviews are good, image reviews are better, video reviews are the holy grail.
A good way to boost online reviews is by emailing past customers a few days after items have been delivered, and incentivise them to leave a review on your website by offering discount codes for future purchases.
Discount codes can be very useful for making an irresistible offer to prospects that are at the decision stage of the conversion process. This offer needs to be an unexpected sweetener that dramatically improves the odds of generating a purchase outcome.
For example, offering free delivery or a discount at the crucial decision making moment can often lead to a step change in your overall conversion rate. Recent studies on online consumers have shown that:
This is the area most often ignored when it comes to marketing strategy. It almost seems counterintuitive to offer a potential customer a more expensive item when they are already considering one of your products. However, there are some clever, non-intrusive ways to pull this off without annoying potential customers.
When these four strategies are implemented in unison, you should see a step change in conversion rates for bottom funnel prospects, which in turn should help your business reach new revenue heights, without much additional marketing investment.
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