9 reasons why unknown visitors don't become customers

On average, a brand loses 97% of its website visitors because they refuse to identify themselves. This results in a massive waste of business potential, mainly because the customer experience isn’t as optimized as it should be. Become relevant to your visitors and optimize every touchpoint you have with them to improve their customer experience and make them convert. 

1. You’re not using your visitor data correctly

Your visitors bring a ton of data with them that holds a lot of opportunities for you, even the anonymous ones. What to do and how to interpret this data is often quite tricky for marketers. Don’t worry about any of that anymore when introducing user profiles. They will store and analyze all this data and show you precisely what a visitor has been doing, his interests, etc. 

Link your user profiles to dynamic content to ensure you’ll show the right content to the right visitors and improve their experience with your brand from the very first moment.

2. You’re not paying attention to your website’s underlying psychology

Even though every individual is different, one thing we all have in common as human beings is that our brains are wired in some kind of way, and we respond the same to specific triggers. 

Take a moment to think about the underlying psychology of your website and go beyond a visually pleasing design or mind-blowing layout. Try to influence your visitors subconsciously with a few fundamental psychological principles. The five main psychological aspects to take a closer look at are the use of color, how your content is organized, the spacing of your content, the layout of your buttons, and the wording you use for your call-to-action.

3. You’re making decisions based on your gut feeling

Use A/B tests to test different variations of your website and see if the impact is significant or not. Numbers don’t lie, so trust what they’re saying instead of making decisions on your gut feeling. 

You can A/B test every single element on your website. The most important thing to keep in mind when running A/B tests is to have one single change per test to make the correct analysis. 

4. Your landing pages are not personalized

You’re investing in ads to generate traffic and lure people to your website. These ads are segmented to get the right audience to your page, but they all get to see the same website once they’re there. Make sure your landing pages are tailored to your audience, based on segmentation, just like your ads.

Improve their customer experience by making them feel as if the page is specifically designed for them and make them convert like never before. 

Make sure your page has one single conversion goal, clearly states what is expected from the visitors, and has some social proof; then get ready for your extra sales.

5. You’re not using push notifications

Push notifications are banner notifications that allow you to push anything you want straight to your audience’s notification center once they have opted-in. They don’t get stuck in spam filters and have a click-through rate that’s twice as high as emails. You can use them to push anything you want towards your audience, from informational content to flash sales and relevant jobs. Furthermore, push notifications can completely be tailored to your brand and are a great way to get closer to your audience.

6. You’re not using the right pop-up strategy

Pop-ups are an excellent tool to replace your physical salesperson. You can use different strategies when implementing pop-ups on your website, depending on the goal you want to reach. These strategies can range from really nurturing your relationship, profiling yourself as an industry expert, and convincing your visitors of your expertise to hard sales, where a sale is all that matters. The less aggressive strategies in between can help you cross or upsell your goods or give your audience extra motivation to stay on your website. 

7. You’re not recommending the right content

We all know recommendations from companies like Netflix and Spotify that constantly push relevant content that matches our preferences on their platforms. On average, 80% of what people watch is based on what the company recommends. Use recommendations to guide your visitors towards what’s relevant for them and optimize your shopping carts, job hunts, or subscription rate. 

8. Your forms need to be improved

Forms are usually what it all comes down to; this is where you’ll capture the information you need. Offer something that is valuable to your visitors to convince them that leaving their details is worth it. Make sure you don’t make your forms too long or complex because this will scare your visitors away and makes them abandon the form halfway through. 

9. You’re not using the new Facebook pixel

Facebook currently offers 17 standard pixel events for you to use when launching your ads on Facebook and Instagram. You can tweak the parameters, but this often feels very complicated. The new way to use your Facebook pixel is straight from your website. Build your own audiences from your website data and send these pixels to the audience tab in Facebook Business manager. This gives you a lot of extra opportunities, makes advertising less complicated, and uses your own data without any delay.

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