Why Is It Important To Lead Nurture?
Studies tell business owners – particularly those searching to obtain an effective online existence – that likely patrons must see your offer between 8 and 13 times before they choose to make a purchase. Keeping this in mind, it would be safe to deduce that not many web visitors make a purchase after seeing an offer for the very first time at one website. For instance, according to Episerver, 92% of buyers will make an opening visit to a company’s website for reasons other than to make a purchase. This means that only 8% of your visitors have shown up to explicitly spend money.
Because not too many visitors are at your website to initially buy a product or service, there must be some tactic in play that advocates for return visits – especially return visits that result in more sales. There are multiple tools successful companies use to make this happen. From email newsletters to retargeting ads, companies are reaching out to missed visitors. However, the gold standard remains a quality lead nurturing system.
Why is it that people visit websites with little to no intent on actually buying something? Because the internet offers an untold amount of information on each and every item. This gives consumers the ability to learn more and more about a product or service before they buy. Reviews, product descriptions, user experiences help us to make one purchase and not be stuck with a case of buyer’s remorse. A potential customer can simply type in a few keywords or brand names and spend hours traversing multiple sites, blogs, and social media platforms learning about what they want to buy. And, with the ability to do this research anywhere, there is little stopping them from spending as much time as they want to do it. This is a complex process that needs the right tools for the job if you hope to crack the code and have a buyer’s final stop be your website.
If you hope to make the most out of those that are coming to your website, you need to be a part of your prospective customers’ web experience. Once they have discovered your website and your offer, you need to be in front of them as they make their stops to the websites of the competition. This means that, when they do make that purchase, it will be your offer they are committing to.