Why First Impressions Matter – 84% of Marketing Conversions Occur During the First Visit
By Grant Thomas
As growth marketing experts, we are consistently asked this simple question:
How do I get more customers?
It’s a broad question that can be answered in a variety of ways, however, we see one key area of focus that can help any type of business (e-commerce, SaaS, publishing, etc.).
Our expert advice: Focus to converting new visitors into leads and customers.
So when our friends from Straight North put together a study on when new leads convert, I knew I had to write up a post.
Why New Visitors?
On average, 98% of your website’s new traffic will not complete a marketing conversion
of those visitors who do convert, 84% of them will do so during their first visit!
It’s simple, your best chance at converting a visitor into a lead is during the first visit.
These numbers are based on average traffic conversion rates for online businesses and Straight North’s study which analyzed over 300,000 true sales leads.
But the reasons for turning your focus to new traffic don’t stop there. Think about all the time, money, and effort that goes into driving new traffic to your website. You’re probably using a combination of paid advertising, content marketing, and social media to generate new traffic for your site.
Now, after quantifying all of the inputs that go into generating traffic for your website and factoring in the importance of first visit conversions, doesn’t it make sense to invest in a strategy that converts that traffic into leads during that first visit?
I’d sure say so!
If you can get an email address from a new visitor, you can retarget that lead with marketing emails for free!
However, you must act fast, or the chances of a conversion will dramatically decline. You could’ve missed your chance at a lead and that visitor could be gone forever.
3 Tips for Converting New Traffic
As digital marketers, we are given the difficult task to drive conversions in a highly competitive environment in which consumer attention span is at an all time low.
Not the best hand to be dealt. But us marketers like a challenge!
When it comes to converting first time visitors, you must:
- Be assertive and direct
- Be convincing (Offer something of value)
- Make the conversion process accessible and easy
To accomplish this and start converting traffic into more leads, let’s take a look at these three marketing tactics.
Engage First Time Visitors with an Email Pop Up
Your primary goal with new visitors is to get an email address. Very rarely do first time visitors complete the entire process and purchase from you. If they do, that’s awesome! However, don’t get hopeful of that occurring regularly and don’t forget your primary goal: the email address!
Here’s where email pop ups play a major factor. You can directly engage a new visitor, convince them to join your mailing list, and place the call-to-action right in front of their eyes for them to complete in just a matter of seconds.
You also have control over branding, design, your offer, and your marketing message. This means you can get creative, run tests, and Go to the full article.