| Step 1 - Find those first time customers, contact | | | | saving you time and costs down the line; |
| existing customers | | | | * Request that visitors fill out a survey for a reward, |
| * Attract quality customers to your site using online | | | | perhaps limited access to information or a discount |
| (search engines, banner advertisements, sponsored | | | | code |
| links, search engine optimised site) and offline | | | | Step 4 - Implement a communication strategy |
| strategies (magazines, newspapers, brochures, radio | | | | * If your site requires users to log in, each user |
| etc); | | | | should also receive customised information generated |
| * The promotional medium should display an | | | | from the details they provided during registration and |
| incentivised message to entice customers onto your | | | | from their actions on your site. This intimacy will pay |
| site. These could include free gifts, savings or limited | | | | dividends to your reputation and customer loyalty; |
| time only offers. | | | | * Develop loyalty schemes. Reward visitors for |
| Step 2 - Entertain visitors once on the site - maintain | | | | returning to your site and becoming repeat |
| the visitors interest | | | | customers. If you run an online shop you could allow |
| * Make it as easy as possible to navigate the | | | | customers to collect reward points with each |
| website; | | | | transaction, eventually allowing them to purchase a |
| * Give information as freely as possible with as few | | | | free item.; |
| clicks as possible; | | | | * Request feedback information to improve services. |
| * You may want to make the site pleasurable and | | | | Whenever a visitor successfully completes a valuable |
| visually exciting (depending on the message you want | | | | action (signing up, checking out etc) ask for their |
| to give the visitor). | | | | comments. Ensure this is requested after they have |
| Step 3 - Getting vital information from the visitor | | | | completed the action, we don't want to distract |
| * Make the means of gaining information as quick as | | | | them before they've paid! You could also request |
| possible. Make your forms short, simple and intuitive | | | | feedback when a user does not do as you desired |
| to use. For example, give multiple choice options so | | | | (quit the checkout, didn't convert a trial account to a |
| only a tick is required where possible; | | | | subscription etc) to learn how you could have got |
| * To maximise completion, the customer must feel | | | | that person's business. |
| confident that you are legitimate and honest, ensure | | | | Step 5 - Use offline communication to give a more |
| that your site follows this. Use brand name on every | | | | human touch |
| page, have a clear privacy policy and if you are | | | | * A courtesy call post marketing campaign can be |
| collecting sensitive information, make sure your site is | | | | very effective in giving the company a personal |
| secure - and tell the visitor!; | | | | touch. Up to this point, all communication will have |
| * Ensure privacy will be maintained at all times and | | | | been silent with the visitor probably being alone. By |
| that you will not pass on any details; | | | | calling the potential customer they will have the |
| * Explain why you request each bit of information, | | | | opportunity to give more information on what |
| what are the benefits to the user?; | | | | information they would like, perhaps request business |
| * You should not worry about failed emails or wrong | | | | there and then, or maybe just gain more confidence |
| post code information, if they give this then it is very | | | | with the choice of business they contacted, knowing |
| likely that they were never going to be customers, | | | | they provide such efficient services. |