How do you turn website traffic into paying clients (i.e. sales)?
I bet you are reading this because you are ready to turn your traffic into sales! Hell yeah!! That’s why you’re in business, right?
But, hold the train for a second… this sale does not happen as soon as someone lands on your website. Well, it can – anything is possible – but it is rare.
Are you operating a solo business, or maybe you have a small team? Are you looking for ways to bring in passive income and put some business on repeat? Do you want a resource and action plan that will show you how to create a simple customer journey starting with your website?
In other words – do you want to turn your traffic into sales?
Boom! Here it is!
Creating a customer journey is one of the smartest things you can do. Once it is set up, you have a smooth system (que “Smooth Operator from the 80s!) for your website visitors to take.
And the beauty, is that this customer journey works behind the scenes on your website… and of course brings in your email marketing platform. This all leads to turning your traffic into sales!
What is a Customer Journey?
A customer journey is a simple process that you put in place to turn your website visitors into paying clients. It’s really that simple.
Someone does not land on your website and click a “buy now” button and poof, they are your client! It just doesn’t happen that way.
In the customer journey there are several stages that you are taking your prospective clients through before they become your client.
The basic gist is that you are taking someone from a complete stranger and hopefully turning them into someone who knows, likes and trusts you, and then they decide to click the “buy now”, or at the very least, get in touch with you somehow.
Here’s the sweetness of a customer journey…
With the right mix of tools in place, you can completely automate the entire thing.
So, let’s get into it!!
Step #1 – Create an irresistible offer
The success of your customer journey begins with creating something for free that your visitors (your dreamy clients) cannot do without.
This will be your lead magnet. Your visitor obtains something they need and desperately want and you, my friend, now have brought them into your customer journey.
- You want to make sure the offer inspires people to take action – gives them a quick win.
- A compelling title that gets people excited
- A great subtitle
- Appealing visual design
Step #2 – Create a high converting landing page to capture email addresses with
You can do this right on your website. I use WordPress and create a blank page. Yes, there are other platforms that you can use and yes, they are geared specifically to give you an amazing landing page. They are attractive, I get it.
However, they all are going to give you another monthly service that you are paying for. There is really no need for that if you are designing your landing page with best practices in mind and ensuring key elements are on the page.
Step #3 – Make your offer POP on your landing page
The first thing to remember is that this landing page is created to give the visitors ONE thing to do – get your free offer. This is the reason it is a blank page with no header or footer that allows visitors to go down the rabbit hole of your website. You don’t want them to be distracted.
Give them one choice – get this free offer.
I suggest making things a little larger on this page – images, text and of course the name/email form that gives them access to the free offer. This form will come from your email marketing platform. I use Mailerlite and I am able to create a simple form to embed on my website, anywhere I choose.
One thing I will say about this form is that I highly encourage you to use the double opt-in that your form provides. There are various reasons for this, but the biggest is that you want to make sure you have a quality email list and when you are not utilizing the double-opt in, your email list gets bogged down with bots, which are fake emails that stalk forms like this and complete the information randomly and automatically.
It makes for a messy email list. Trust me… I’ve had to clean up 100s of emails from my list before!
Step #4 – Create a thank you page with a tripwire offer
A tripwire is a low-cost product – usually in the $7-$37 price range that you encourage your visitors (now subscribers and in your customer journey – hooray!!) to buy.
There is typically a time limit on this offer, making it enticing for your subscriber to take action at a low price point. But, it doesn’t have to have a time limit. Mine doesn’t and I am okay with that. Whatever floats your boat! I don’t always use a tripwire, so there really is no right or wrong way to go about it. But it is nice when you can make available that “low hanging fruit” that provides value.
Step #5 – It’s time to pay!
You have to set up a way to pay you and while there are, just like landing pages, a whole lotta platforms that are specific to taking payments, you don’t have to use them – especially if you are doing this on a budget. Squarespace has a built in payment structure and WordPress, of course, has plugins you can use to take payments.
I use 17Hats for this because… well, because it is just fantastic! I can incorporate an invoice into the scheduler along with a form and boom – the money is there.
My clients who sell products and services on their website use WooCommerce and, the best part is that the purchase connects directly to Mailerlite so now, you not only have your subscriber who got their free offer (one group on Mailerlite), you also have that same subscriber on the product purchase list. It’s segmentation at it’s finest and allows you to market to specific groups of people.
Step #6 – Create your email automation sequence
This is, in my opinion, theeeee most important because if you are not following up with a lovely dreamy client who just got their free offer AND quite possibly purchased your low cost product/service, you will lose them for sure.
Step #7 – Test your funnel
You have to test that this all works the way it is supposed to. The worst thing you can do is to put it out there and then find out there are snags in the process.
I’ve even set prices at $1 to test it out. Open up a different browser window that what you are working in. This could be a completely different one or an incognito window in Google Chrome. Or, have a friend go through it. You can leave the price as is, or change it for them, too.
You don’t want people to get caught up and get a “404 error” when trying to get what they want. This is bad for business!
- Create an irresistible offer
- Create a high converting landing page
- Make your offer POP on your landing page
- Create a thank you page – with a tripwire
- It’s time to pay!
- Create your email automation sequence
- Test your funnel