Converting Digital Traffic to Customers

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For Interactive Web Marketing Class at St. Lawrence College

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  • We got them to your site, now we need them to do… something.Get them to your site and convert them to cash!
  • Assets – Digital Assets = Convert to Cash as a Goal or Objective
  • Where does it fit in the (laundry) cycle? Capture leads = pre-soak (email, paid search)First time purchase = wash (website, search)Tumble Dry = repeat purchase (blog)Hang to Dry = Referrals (blog, social)Iron = Influencers / Advocates (social, wikis, blogs)Hang up = Ready for next time (website)Discard and buy (find) new >>> when you’ve saturated a market, need to find new customers
  • If you don’t know where you’re going, any road will take you there…If you’re customers don’t know where they’re going, any click will take them to your competitor who will show them the way.Clearly outline the path they should take, that you want them to take through your site. It should be obvious like a roadmap.
  • Make it simpleString Game = every touch point should be one snip / click away from escaping to purchase
  • Converting Digital Traffic to Customers

    1. 1. Digital Assets: Converting Traffic to Customers Presented by Lindsey Fair
    2. 2. Digital Assets= Digital bits that convert in someway to money (your cash cows)
    3. 3. Where in the (marketing) cycle does it fit in?
    4. 4. What is the call to action? Does the customer know that?
    5. 5. If you’re customers don’t know where they’re going, any click will take them to your competitor who will show them the way.
    6. 6. Make it Simple! Every customer should get what they came for in the shortest amount of time. The trick is knowing what they came for.

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