How To Convert the 90% of Website Traffic That Gets Away

Last updated: Jun 24, 2023

This video is about how to convert website traffic that is on the fence or nearly ready to buy into customers, using education, how-to content, certifications, and competitor comparison content.

This video by Exposure Ninja was published on Apr 17, 2023.
Video length: 13:40.

This video from Exposure Ninja discusses how to convert website traffic that is on the fence and not ready to make a purchase.

The video introduces a framework called ECPC (Education, Comparison, Persuasion, and Conversion) that can be used to push potential customers off the fence and into becoming customers.

The video provides examples and strategies for each step of the framework, including educating customers through content, offering certifications, and providing comparison content to help customers make a decision.

  • The challenge of converting website traffic that is on the fence or not ready to buy.
  • Importance of converting this traffic to avoid losing potential customers to competitors.
  • Introduction to a new framework for converting this traffic.
  • Emphasis on the need for customized strategies for different businesses.
  • Promise to provide examples from various industries.
  • Using educational content to inform potential customers about the benefits of your product or service.
  • Providing content that addresses their concerns and helps them make a decision.
  • Offering certifications to customers who complete training about your product or service.
  • Recognizing the need for potential customers to compare different products or services.
  • Writing product comparison guides can help customers find the right product for them without making a purchase.
  • Case studies should be engaging and include images, gifs, and quotes from customers.
  • Handle objections all over your website, including benefits bars, product or service pages, and checkout pages.
  • Take free trials and demos to the next level by offering personalized support and informational guides.
  • B2C businesses can offer free product samples, app trials, easy returns, and more to attract potential customers.

How To Convert the 90% of Website Traffic That Gets Away - YouTube

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Section 1: Introduction

  • The challenge of converting website traffic that is on the fence or not ready to buy.
  • Importance of converting this traffic to avoid losing potential customers to competitors.
  • Introduction to a new framework for converting this traffic.
  • Emphasis on the need for customized strategies for different businesses.
  • Promise to provide examples from various industries.
How To Convert the 90% of Website Traffic That Gets Away 002

Section 2: Education

  • Using educational content to inform potential customers about the benefits of your product or service.
  • Providing content that addresses their concerns and helps them make a decision.
  • Example of an email from LogMeIn that dramatizes the consequences of not having cybersecurity software.
  • Importance of getting people to think about their problem and the need for a solution.
  • Using how-to content to showcase your product or service in action without the commitment to purchase.
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Section 3: Certifications

  • Offering certifications to customers who complete training about your product or service.
  • Examples of successful certification programs by Google, HubSpot, and SEMrush.
  • Benefits of certifications in building credibility and encouraging customers to share their achievements.
  • Importance of providing high-quality courses to ensure the effectiveness of the certification strategy.
  • Long-term strategy that requires time and a marketing plan for the certification.
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How To Convert the 90% of Website Traffic That Gets Away - YouTube

Section 4: Competitor Comparison

  • Recognizing the need for potential customers to compare different products or services.
  • Adding competitor comparison content to your website to help customers make informed decisions.
  • Example of Clavio versus MailChimp comparison guide for email marketing software.
  • Considering comparing your own products against each other to assist customers in choosing the best option.
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Comparison Content

  • Writing product comparison guides can help customers find the right product for them without making a purchase.
  • Running search ads against your competitors' products or brand names can attract fence sitters who are comparing different options.
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Case Studies

  • Case studies should be engaging and include images, gifs, and quotes from customers.
  • Customers should be able to see themselves in at least some of your case studies for resonance.
  • Customer reviews should be scattered throughout your website and can be incentivized for more detailed feedback.
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Handling Objections

  • Handle objections all over your website, including benefits bars, product or service pages, and checkout pages.
  • Offer solutions to common objections, such as providing a quiz to help customers choose the right product.
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Free Trials and Demos

  • Take free trials and demos to the next level by offering personalized support and informational guides.
  • Include options for customers who prefer to discover the trial themselves.
  • B2C businesses can offer free product samples, app trials, easy returns, and more to attract potential customers.
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Section 1: Remarketing and Retargeting

  • Reconnect with visitors who have left your site but haven't converted yet using remarketing or retargeting ads.
  • Show ads to these visitors to get them back on your site.
  • Remarket or retarget them with specific products or product categories they were looking at on your site.
  • If you're an e-commerce business, run an email sequence to visitors who put products in their cart after signing up to your mailing list.
  • Train company LNER sends follow-up emails to customers who browse train fares, reminding them of the trip they were searching and adding a sense of urgency.
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Section 2: Connecting with Visitors through Search

  • If visitors didn't accept cookies or submit their email, find ways to connect with them through search.
  • Create a dedicated page on your site for deals and discounts.
  • Run ads to this deals page to showcase your best discounts.
  • Upsell or cross-sell to increase average order value.
  • Measure your results to see if your changes have led to an increase in conversions.

Watch the video on YouTube:
How To Convert the 90% of Website Traffic That Gets Away - YouTube

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