Converting visitors often requires giving away something of value. An excellent way to convert visitors, as well as maintain relationships and grow your subscriber base, is to provide a crash course. This method ties in well with making an offer when a customer tries to exit a page. Encourage the visitor to sign up for a crash course by piquing their interest. Clearly, the visitor had at least some passing interest in what you have to offer to have been on that page in the first place. There can be many reasons why a visitor might choose to exit a page, but before they go, make an offer they cannot refuse with a crash course.
Why Offer a Crash Course?
Doing so gives you the opportunity to convert your website visitors by capturing their name as well as email address. With that information, you then have the chance to market to that lead in the future. The person becomes a prospect in your system, and a part of your company’s most valuable asset – your database! In the future, you can segment your database to easily target people that took your crash course.
Designing a Crash Course for Prospects
To be effective, crash courses should be brief in nature. The ideal length of time to offer a crash course is around two weeks. Make sure you do not inundate prospects with too many emails. Furthermore, all emails should be kept short and be educational in nature. Avoid the temptation to make your emails promotional and too salesy.
Make Sure You Have the Right Tools
The chief reason that many website owners do not take advantage of the opportunity to offer a crash course is that they feel they simply do not have the time to do so. Others sometimes feel intimidated at the prospect of offering even a short two-week course.
Tools such as SiteEngage™ can help make this process easier through automation. By creating an automation for a series of emails that are spread out over time, you can provide your visitors with a crash course to maintain their interest and nurture the relationship, all without expending a lot of time or resources.
Offering a crash course at the right time can provide you with an excellent opportunity to engage and convert visitors.