1. Consider adding a survey to your site. I've recommended this to a associates in the past and I have it in the sites I manage now, and it works. Here is the basic premise. The more opportunities you give site visitors to connect with you, the more leads you will drive. A simple survey asking visitors their thoughts about your site is another way to get people who visit to identify themselves. And the people who take the time to "help you out" turn out to be excellent (engaged) visitors. Here's another tip for you. The landscape is changing and it has become a slightly less valuable opportunity however. It really depends on the existing quality if traffic coming to your site. Once someone completes the survey and click send. Send them a completion page with a thank you, an email opt in (or opt them in during the survey), and of course a compelling offer (Thanks for taking our survey, as a gift here is an XX% discount coupon for you)
2. Rethink your content! Just like in social media, content is king. Consider adding more testimonials, videos, (your own and from users) designed to engage visitors. Now I am not talking about your blog here. Move engaging content off your blog and onto other pages of your site. Big tip: Make sure all of your content ends with a call to action!
3. Location, location, location! Take a look at your site with fresh eyes. Are your social links prominent and above the fold? Are they big, small, even visible? Hint. Social is not an afterthought. Your social sites are not getting in the way of driving prospects to your sales funnel. These days, nobody buys without at least a cursory review of a company's Facebook page, etc. Make your social chicklets into icons, even banners. My thought... if you can't convert them when they visit, drive them to your social sites and get them excited and engaged.
4. Live chat should be live! One of my pet peeves. Companies who have live chat set up on their site that is not actually live. If you put it on your site, make sure someone is manning the ship. And when your people do respond to chat requests, train your reps to make sure they get to your email opt in and social sites as part of the selling/info providing process. Chatting is a great capture and opt in device too!
5. Catalogs still drive business! These days people have gotten away from mailing catalogs. I disagree. If you sell more than a few products, you need a catalog, even if it is a simple one. First off, a catalog request page is the ultimate opt in. You can get complete contact info (and even ask a few demographic questions if you're careful not to overload), and more importantly direct mail works! And if you simply hate snail mail (you shouldn't, I can tell you first hand its as powerful today as it ever was if done correctly), send them a PDF catalog, or a flyer, etc.
6. And finally what happens if they do (shudder the thought), leave your site. Are you testing retargeting? Don't know what retargeting is? Have you ever visited a website and for days after you see banner ads on sites you visit for the same company you visited previously? That's retargeting. OK it's a little creepy, to have ads follow you around, but is it very effective marketing for keeping your brand and offer alive after a site visit. There are even companies I know that allow you to retarget your message to Facebook. Its definitely worth a test.
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