There are many motivations for someone to visit your website. Most people assume that the motivation is always to make a purchase.
However, since the purchase decision is actually a multi-step process, any particular visitor may be in a different stage of the process.
What this means for you is that you need to be aware that only a small percentage of the visitors to your website will be ready to make a purchase when they first come to your website.
But all of them will be engaged in the process that will lead them to make a purchase.
The question then becomes: will that future purchase be from you?
You can leave that up to chance…. or, you can create a follow up system to stay in touch with that one-time visitor. Then, when that visitor has reached the stage of the process where she is ready to make a purchase, she will have your name and company at the top of her list.
The Follow-up Process
Step 1: Collect the name and email addresses of visitors.
The first step in this follow-up process is to collect the name and email address of your visitors with what is known as an optin box.
Years ago, it was enough to simply offer a newsletter subscription and people would happily give up their name and email. But the proliferation of spam has created a reluctance to part with contact information.
Step 2: Offer an ethical bribe.
The second step is to offer what is called an ethical bribe in order to entice people to share their email address.
It’s called an ethical bribe because you’re getting something you value (contact information), and giving something valuable in exchange. What you give in exchange is called your Optin Gift.
Tricks for Making Your Optin Gift Work:
First, your Optin Gift must be valuable in the eyes of your recipient. Here’s a rule to live by: only offer for free what you are comfortable charging for. This way, you’ll never have to worry about offending your subscribers with junk.
And second, in order for your visitor to be interested in your gift at all, it must, in some way, relate to the need or problem that brought her to your website in the first place.
When you make your Optin Gift valuable and relevant, you create an enticing bribe that will have all of your website visitors signing up on your list.