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Here’s How To Get Them Back

As the Sole Founder/CEO of PostcardMania, Joy bootstrapped her business to $64 million in 2020 with only a phone, a computer and postcards.

Here’s something I see over and over in the marketing space: You’re getting people to your website, but it isn’t significantly increasing your revenue.

What’s wrong?

Unfortunately, there isn’t a magic marketing button or device that helps you immediately increase conversions — the people who visit your site and give you their contact details. Across several surveyed industries, the average website conversion rate in the U.S. is 2.63%, meaning that as much as 97.37% of potential leads are slipping through your fingers. That 97.37% could unleash an incredible amount of revenue for your business.

If unconverted website traffic is an orange, think of the following strategies as a revenue juicer. These strategies aim to help reengage website visitors and focus on channeling the interest you’ve already created into tangible leads and customers. Use them wisely.

Implement and continuously optimize onsite lead capture strategies.

People took the time out of their day to visit your website for a reason. Further pique their curiosity by offering them something of value (i.e., a special offer, newsletter, etc.) in exchange for their contact information with a lead capture system. This can take several forms — a form on your homepage, a “Contact Us” page or my personal favorite, the pop-up.

A quick sidenote: Pop-ups deserve vindication. While they have garnered negative connotations due to their spammy beginnings, they’ve improved drastically over the years.

You can place any lead capture system at any point across your website — when a visitor first arrives, at the beginning or end of your content, after a certain number of page scrolls, etc.

What’s really important is optimizing your website’s lead capture systems through A/B testing, which evaluates different ad variables (like images or copy) against each other to see which performs best.

At my company, PostcardMania, we increased our pop-up’s conversion rate from 0.27% to 3.98% over the course of a few A/B tests.

A/B testing is very affordable. To determine if the cost is justified for your business, calculate the value of every lead you receive and how many leads it usually takes you to generate a new client. If a 4% increase in leads from your website traffic would result in at least one new client, you probably have your answer.

You’re missing out on easy money if you aren’t running lead capture systems on your website and A/B testing them to continuously improve conversion.

Use digital retargeting ads to increase leads while you can.

Should consumers leave your website without converting, there are many affordable follow-up strategies. Thankfully, we don’t have to reengage consumers manually — automation does most of the heavy lifting.

Retargeting works by placing a piece of code on your website (a cookie) that attaches to visitors, allowing you to retarget them with ads on other websites and social media networks. Using various retargeting channels (i.e., search engine, social, etc.) together increases your exposure to prospects already interested in you, helping you stay top of mind and relevant. If and when the time comes that they’re ready to buy, this exposure can help increase the likelihood they’ll choose you.

As always, ensure you continuously test and optimize each retargeting ad channel for improved conversion rates.

However, the cookie’s days are numbered. The future of digital advertising is uncertain after Google’s announcement that it’s doing away with cookies by 2023. Advertisers everywhere are seeking alternative options to target consumers on the individual level.

While digital’s time of individual retargeting may be reaching an end, direct mail’s retargeting capabilities are just beginning.

Micro-target your most qualified website visitors with retargeted direct mail.

Thanks to recent tech developments, direct mail retargeting fuses the digital and physical advertising experience to accurately retarget anonymous website visitors in as little as 48 hours.

You could draw parallels between how direct mail and digital retargeting function, but they’re far from the same. Direct mail retargeting systems monitor a user’s activity to check for certain qualifying behaviors and captures their IP address to be matched with their physical address.

Direct mail retargeting can micro-target very specific consumer behaviors like signing up for an email list, viewing service or product pages, and abandoning a shopping cart. The method has a distinct advantage over digital because they’ve shown more interest than someone who arrives on your homepage out of curiosity and bounces instantly. This capability maximizes your budget per piece to ensure you’re getting the most out of every retargeting dollar you spend.

After a qualifying behavior triggers the retargeting automation — for example, adding items to a shopping cart and then abandoning it — that browser’s captured IP address is cross-checked for their physical address. If a matching address is found, a direct mail retargeting piece is sent to reengage them within 24 hours.

Several direct mail follow-up services are available on the market with varying degrees of accuracy and pricing. Be sure to ask a provider to disclose their accuracy rate on mailings because it can add up to a lot of lost money if you’re sending personalized, targeted postcards to people based on their browsing behavior and it arrives at the wrong address. Some of the providers we tested when developing our own direct mail retargeting solution matched 0% of the visitors we sent anonymously to websites — not good.

Since direct mail retargeting is relatively new, there isn’t much data supporting its lead generation capabilities. However, the influence of direct mail is well-known — findings from Temple Research revealed that when compared to digital ads, physical direct mail had more influence, was easier to remember, elicited a stronger emotional response and had a longer-lasting impact.

You’re already spending money to drive interest in your business and get prospects to your website. Spend a little more to retarget and uncover the potential extra revenue already buried in your website.


Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


https://www.forbes.com/sites/forbesagencycouncil/2021/09/27/youre-probably-missing-out-on-a-majority-of-leads-from-your-website-heres-how-to-get-them-back/