At Websites Made Easy, we identify 3 major pillars for success online…
This is our WTC system. At the end of the day, these three areas are what we focus on. When building a business online, you will likely find yourself in one of these 3 camps. You’re either
- Website: Just getting started with building a website.
- Traffic: Have a website, but need visitors. Or..
- Customers: Have traffic, but need to turn these ice-cold visitors to red-hot leads.
In this post, we want to focus on the third camp: Turning traffic into customers.
If you’re not ready for this part yet, check out our awesome posts on how to get started right away and build your website!
Or, if you already have your site, but need traffic, check out these helpful resources..
Since this blog’s beginning, we’ve seen a huge growth in our audience. We’ve posted over 80 articles and videos year to date and have seen our audience grow from literally zero to nearly 5,000 unique visitors in under 6 months. Over the months, we’ve built up our content, created offers for our visitors to opt-into, built up an email list, and turned our visitors into red-hot leads. Now, we want to share with you exactly how we did it and how you can too! So, here it is…
There are tons of strategies out there for gaining new customers, but we’ve found that a simple 3 step process is one of the best ways for turning ice-cold traffic into red-hot leads.
Step 1. Create and implement a lead magnet/opt-in offer
Lead magnets, also known as opt-in incentives or offers, truly begin to capture your cold traffic by getting them to take action and subscribe to your email list. The visitor willingly joins your email list in exchange for a piece of valuable content. This incentive ought to provide high quality value to your visitor and truly over deliver on expectations.
These opt-in incentives have one main goal: Give the visitor something of such high value that they will willingly push the sign-up button.
Here, you’ll see a real examples of our lead magnets we’ve created for our blog. You may have even seen these throughout our blog and may have even opted-in yourself! Look familiar?
For more on this topic, check out our 3 expert tips on how to best entice people to subscribe to your content!
Once you’ve got your visitor tied into your community, you can remain top of mind and continue to offer high quality content through email marketing.
Step 2. Utilize Email Marketing
Here is where you have an amazing opportunity to begin to turn cold traffic into warm traffic. Through email marketing you are able to follow up with these new audience members with even more offers such as helpful resources to get them started on their next steps, more free products, or introductions to certain core product offers.
It’s also important to integrate an email software service to link to your lead magnet opt-in offers, so that you’re able to automatically and immediately deliver your incentive to your new subscriber.
Email marketing is one of the most powerful tools for all website owners. For more on one of our absolute favorite free tools, check out our quick video tutorial on MailChimp, here.
3. Execute strategies with Lead pages
This final point is incredibly important. This is where you’re able to turn that warm traffic into red hot leads!
Once you’ve given out your high value content via your opt-in and follow up emails, you have the awesome opportunity to offer new products, your core product or service offer, a webinar or event, a 3 week course, or a flash sale on certain products.
These types of offers are called “Tripwires“.
A tripwire is a low dollar amount offer for a very simple product/service that gets your customer into the buying cycle. Your visitor may find it simple enough to trade their email for free offers all day long, but once you can get them to enter their payment information for the first time, they’ve suddenly gone from being a cold visitor to a warm visitor poof! Like that!
The offer ought to be simple and important for taking your visitor to their next steps quickly and easily.
Here’s an example..
If you have an ecommerce store that sells cameras and other photography equipment, your opt-in offer could be 10 free photos taken on a particular camera. They’ll enter their email address to get the free photos to use as wallpapers for their computer or phone, for example.
You can then follow up after you send the photo pack with your tripwire offer of a $5 dollar PDF download guide of your top 25 ways to use the 10 photos or top 25 ways to take photos like these with your existing camera.
This simple $5 dollar guide may not yield huge amounts of income, but what it will do for you is get your customer into the buying habit, get introduced to even more of what you have to offer, and lead them toward your future offers for higher ticket items. You can continue to over deliver and build that trust to turn your visitors into lifelong customers.
Here’s an example of a tripwire video that we send new opt-ins toward. We make sure to show this video in order to help introduce a new visitor to our members area as well as over-deliver value to them. This way, we make it easy for a new visitor to get excited about all that we have to offer.
How to offer your tripwire
You may ask yourself, “But, how can I offer a tripwire to my audience?”
The answer is simple.. with a lead page!
A lead page is simply a landing page that stands alone for a specific offer. A lead page can be used for all kinds of purposes, It can be used for a full page dedicated to your tripwire or upsell offers, your webinar sign up page and countdown timer, or even simply your initial opt-in offer.
So, how do I create a lead page?
I’m so glad you asked! The number one tool we use is LeadPages.net. This tool is incredibly powerful.
With LeadPages, you can turn your next idea into a published landing page in less than five minutes. They have engineered the simplest landing page builder in the industry, so you can create, edit and deploy your next high-converting page without touching a single line of code. Their 100% mobile responsive landing pages also work effortlessly on iPhones, iPads, and Android devices, so you can ensure that everyone can navigate through your landing pages.
Not only does LeadPages enable you to design just about any type of landing page with awesome pre-made designs and templates, you can also integrate your page in all kinds of ways. You are able to integrate your lead page into the body of an email through nearly any email service available. You can utilize the lead page capabilities through a pop-up light box or lead box, and even through text message. The possibilities are endless.
There are tons of ways to use a lead page. One incredibly simple way we’ve effectively used a lead page is by redirecting a new opt-in to a “Thank You” page. Here the visitor is reassured their email and opt-in incentive is on the way. It also offers a chance to send them toward any upsell offers and tripwire offers. Here we take you to a thank you page with a link to our video for an added and unexpected surprise that we know you’ll find incredibly valuable.
our step-by-step process of exactly how we did it…
Now that you know our 3 easy steps for turning visitors into red-hot leads, you’ve got to check out exactly how we did it with our real examples and actual results.
Here’s the exact process we’ve set up for our website step-by-step…