By Adam Hayes
One of the accepted wisdoms of modern online marketing is that it can take a number of ‘touches’ to nurture a customer through to conversion. I even remember seeing an old statistic suggesting that just 2% of web traffic converts on the first visit.
As a result of this logic, we all have our sales funnel maps, our nurture sequences and our retargeting campaigns to compensate for first-time churn, and optimise the traffic we generate.
But comprehensively undertaken Research from internet marketing company Straight North tells a different, and very surprising story.
Over more than 2 years, they reviewed more than 300,000 sales leads and found that a staggering 84 percent of website conversions occur on the first visit. The breakdown looked like this:
And it got us thinking.
First-time visitors (and first impressions) are even more important than we thought
We’ve always known that it was important to make a good first impression on our visitors. It’s hardly a groundbreaking idea.
But if first-time conversions are so much more common than we all previously thought, then this is actually profoundly important. We might previously have thought of a customers first visit as a bit of a formality – a precursor to a much longer game. A chance to give them a flavour of what your business about, but little more. That’d be when your follow up campaigns kicked in, with the aim of capitalising on their previous interest.
This data is a game changer because it suggests that their first visit can actually make or break you. After all, just 11% of conversions happen on the 2nd visit, and beyond that, you’re looking at very slim pickings indeed. It might be slightly dramatic to suggest that you only get one chance to convert your visitors, but, really – how else can you interpret this data?
The value of Explainer Video
With our video marketing hats on, we found this data pretty fascinating. It really underscores the potential value of having an explainer video on your home page. (For the uninitiated, an explainer video is a short, 1-2 minute ‘elevator pitch’ style video that explains who you are, what you do and why it’s great. It’s a fantastic way to hook your audience and facilitate their understanding of your business.) For example…
Essentially; if more than 8 out of 10 of the people buying on your website are people who are visiting for the first time, then you need to ask yourself:
- Am I making it clear for first-time visitors to understand what it is that I’m selling, while keeping in mind that their attention span is likely to be severely limited?
- Am I making it easy for them to actually go through the process and convert?
The second point is all about effective UX design, but the first one – this is where explainer video excels.
To understand why, you have to understand how visitors view a website – or, perhaps more relevant, how they don’t. There’s been a lot Go to the full article.
Source:: Business 2 Community