I very often hear questions:
- Why doesn't online advertising work?
- Why are there no sales?
- Why is the conversion rate low?
You've built a good website, set up advertising, paid money, but there are no sales. It's frustrating, isn't it? Many people get upset and decide to give up on developing their online business.
However, let's figure it out, try to find the reasons, and take the right actions that will ultimately lead to sales.
There could be many reasons, and one of them is incorrect segmentation of the target audience.
There are many different technologies, the simplest is to divide your audience into 3 segments, depending on how ready the audience is to buy.
Audience segmentation
Target audience segments:
- Hot.
- Warm.
- Cold.
How to work with a "hot" audience
A hot audience is people who are ready to buy from you. They need your product and already trust you. They write to you, call you, and place orders.
Your goal is to simplify and speed up the purchasing process as much as possible. The shorter the path to purchase, the higher the conversion rate.
This audience can be led directly to a page with a product catalog or to a product card.
It is necessary to shorten the registration process as much as possible; it is enough to take your name and email or phone number.
If this is a feedback or call form, the operator needs to call back or respond to the request as quickly as possible.
If a quick response isn't possible, set up an autoresponder so that your prospective client receives a message stating how long it will take to contact them.
Uncertainty will lead the customer to look for the same product from your competitor.
What to do with a "warm" audience
A warm audience is made up of people who need your product but aren't yet ready to buy from you. They're still deciding whether to spend their money on you or your competitor.
This type of audience needs to be “warmed up” to increase their trust in you:
- reviews,
- answers to questions,
- certificates, awards,
- discounts,
- tell how you differ from your competitors, etc.
Therefore, you don't need to immediately start a product card; you should encourage them to read reviews, send videos from your event, tell how you received an award for best service, etc.
Using retargeting tools, you can build a separate list of audiences who visited your site's "warm-up" pages and test your sales funnel setup hypotheses.
Cold audience
A cold audience is people who have a problem that your product solves, but they don't yet know you or your product.
These people need to be told about the options for solving their problem. How your product differs from alternatives, and why it's better.
If you direct them to a product page, she's unlikely to buy. Even if you try to instill trust in them, tell them how great you are, and send reviews—it's all in vain.
These people haven't yet decided on a product. They need to be educated about possible solutions and what might help them solve their problem.
If your content is expert and useful enough, there's a good chance they'll move on to the next "warm" audience segment, and that's where you need to show them you can be trusted.
If you have any questions, please write them in the comments.
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