If you’re selling online, you have one end goal: Conversion.
But getting a visitor to buy doesn’t just happen because he or she clicked an ad or organically landed on your site.
In general, conversion happens over time and there’s a lot that happens between first touch and final sale(more on that in this article here).
While you can’t always predict how customers will behave throughout the process, you can entice them to take desirable actions by offering them what they want, when they want it.
In this article, we’ll cover what you need to know about your customers so you can present the most enticing offer at the right time.
Let’s dive in.
Before choosing your offer, you must know these 3 things…
✓ Referral source
Where are visitors coming from? How did they arrive on your site or landing page?
✓ Stage of Awareness
How familiar are they with your brand/product/solution?
✓ Level of Intent
How likely are they to take action? How badly does their pain hurt?
Once you have the answers to those 3 things, you should have a better idea of where your customers are within the sales funnel, and thus, which offer to choose.
Take a look at the chart below from ______ to see what I mean.
While the chart above is very high-level, it should give you a general idea of how this works.
In general, people who are at the top of the sales funnel are not typically ready to buy at first touch and therefore, you must give them something other than a“Buy now” CTA to get them to take action and/or maintain their interest.
Similarly, people who are at the bottom of the sales funnel are much more prepared to buy and therefore, presenting them with your main offer, the price and a discount is more in line with what they expect.
Another way to consider this concept is through the idea of“channel temperature”(cold, warm, and hot leads), which KlientBoost demonstrates beautifully in the visual below.
As you can see, asking for the sale or presenting purchasing options only happens when the lead is hot(or lava hot in this case) — up to that point, it’s only about building the relationship through content or other free offers.
Now that you know that your offers must vary throughout the customer journey, let’s explore the various offers you can try out.
Offers for the Top of the Funnel
Customers who are at the top of the funnel are typically Low Awareness(“Unaware” or“Pain” Aware) and Low Intent.
This means they’re less likely to be familiar with your brand/product and may not even be actively searching for a solution(they may feel the pain, but aren’t doing anything about it yet). They may have discovered you through an ad, social media content, a viral video, or something similar.
At this stage, customers are typically looking for information, answers, free resources, educational materials, research reports, data, opinions, and insight.
They may not be ready to buy, but many times, they’re ready to take a“low barrier” action like read something, download free content, or subscribe to your newsletter in exchange for a discount.
Before choosing your offer, you must know these 3 things…
Offers for the Top of the Funnel