Life After the Conversion

 

 

The first thing your visitor sees after converting—submitting a form, making a purchase—is the thank you page. This could be a simple “Thanks for signing up!” message, but it should be so much more.

 

Don’t let your thank you page be a dead end. If you just made a sale—congratulations, by the way!—provide links to relevant posts on your blog about the product or service they just bought. If your prospect just signed up for your newsletter, direct them to your most popular posts or show them your collection of white papers. 

 

Keep your visitors engaged and interested in what you have to offer through a top-notch thank you page; it could mean more sales down the line. In any situation, provide some opportunities to make a social share; give your visitors a chance to talk you up to their friends and colleagues.

 

 

Don’t passively collect user information until one day, out of the blue, you start sending your prospect emails. At best, your subscriber will be surprised or confused; at worst, they won’t recognize the sender and your brilliant piece of email marketing will go straight to the trash.

 

Avoid these pitfalls by establishing yourself immediately with an email auto response personalized to the user and the action they took to trigger it. If they downloaded an eBook or white paper, provide a permanent link that they can return to if they lose their original copy. If they signed up for your newsletter, introduce them to your company, the types of things you send out, and the sender. Personalize as much as possible in order to hold their interest.

 

 

If you provide a range of products and services, it is unlikely that every message you send will be relevant to every user. Segmenting your email list based on the type of conversion is a great way to capture a greater percentage of interest.

 

If your site is an eCommerce site, make sure that you are making related suggestions for other products or services that might be up your customer’s alley based on their previous purchases or even their recent viewing history. If your customer has purchased trim for a 1964 Mustang, it wouldn’t be relevant to send them an email promoting parts for the 2014 model. Don’t lose customers by trying to implement a “one size fits all” engagement policy. Segmentation is essential for success.

 

 

Retargeting, the practice of serving up ads to a user based on their viewing history, has taken the online marketing world by storm. The reason is that these ads build up trust and recognition for your brand—they’ve seen your ads all over the web!—and it can actually turn your visitors into repeat customers by renewing their interest in the buying cycle.

 

 

Remember: to keep your converting customers engaged and interested, you will need to touch base with them frequently through the methods described above. Send them relevant emails, serve up the content they need, and retarget to bring them back. 

 

Don’t just take random stabs at re-engaging with your customers post-conversion. Your messages need to be unified to hit the mark. Most importantly, be sure to measure your results. This way you can better analyze your successes and failures.