Acquire New Customers.

Engagement and conversions

"If you can't measure it, you can't improve it."  --Peter Drucker

Your website will likely be the main driver in engaging new customers and driving conversions. Social media posts and ad campaigns should have calls-to-action that funnel to landing pages on your website.

Website analytics allow you to track performance across channels. Google Analytics is a powerful free tool that shows you visitor demographics, website behavior/engagement, and measures conversions for each channel. Look at information such as:
     - New vs. Existing Visitors
     - Specific Page views (number and time on pages)
     - Add-to-cart events
     - Purchase events

Always Be Testing new campaigns and review results with Google Analytics. Once you see more traffic and lower bounce rates, you know you are headed in the right direction. 

​For more information and tips on website analytics, visit our article on Action Planning with Analytics.

Google Analytics takes some customization to be useful. Start out with a Dashboard from the built-in library such as our Essential Website Analytics dashboard template.

---

Get In Touch

---

Content and Call-to-Actions

To diagnose low engagement, put yourself in your target audiences' shoes. Map out personas (who they are), jobs-to-be-done, purchase cycles and influences, and alternatives to your offerings. 

Personas

Jobs-to-be-done

Purchase cycles and influences

Alternatives

For inspiration, check out Clement Genin's SildeShare on Jobs-to-be-Done.

Then create content and calls-to-action that speak to their wants, needs, and purchase triggers. ​Questions to ask yourself: Why did they visit the site? What do they expect to see/gain/learn? Do they relate strongly to your content?

If you have good engagement but low conversion, analyze the dropoff points.
1. Are your calls-to-action obvious?
2. Have you created incentives for conversion?

Social proofs, sales and coupons, reviews, and sense-of-urgency are examples of effective conversion incentives.

---

Engage in Real-time

Aside from compelling static content, engage with your visitors in real-time. In browser chat tools like Facebook Messenger, Drift, and Intercom offer customizable solutions that provide an alternative to customers calling your phone. On our site, we use Drift. Chat with us if you're curious to see how it works! :) 

For e-commerce, automated triggered follow-up emails for cart abandonments can drive conversions. You can also send follow-ups to unanswered follow-ups. Consider offering an incentive to complete the purchase.