Are you getting leads and impressions but no sales? Perhaps there is something wrong with your marketing strategy. The ultimate aim of every advertiser is to create conversions. These conversions usually are in the form of a sale. Master the art of converting online impressions and leads into sales.

Impressions, visitors, and leads … don’t they all mean the same thing?

Impressions: this is where all organic search traffic and advertising begins, and likely where you will see the highest numbers in your metrics. An impression is when your business appears in search results or on an ad or any other form of digital media renders on the user’s screen. Impressions are not action-based and are defined by the user, potentially seeing the ad. Impressions are like a giant billboard beside the highway. The billboard will always be there and has the potential to be viewed, but there’s no guarantee that every driver passing through will read the ad.

Visitors and leads: If a person visits your site just to see the content, ad or not, that person is a visitor. If that person signs up for a newsletter, download a free eBook or even adds a comment to your blog, they have become a lead, opening up the possibility of future business.

You can get 1 million unique visitors to your site every day and not sell a single thing. Worse, you are wasting all your energy as it takes a considerable amount of effort to drive traffic to your website. According to MarketingSherpa, over 75% of leads do not convert to sales. For many businesses, the problem is not getting more online impressions; it’s finding how to properly interact with potential leads and getting them to buy. Better lead-to-customer strategies boost your business drastically.

Let’s look at a few ways to effectively turn your impressions and leads to sales.

  1. Provide social proof

Show off your case studies, testimonials, Google reviews. This guarantees stronger click-through rates (CTRs), increase in calls and increase in new customers. Transparency helps convert SEO leads to long-term clients. Convince people by displaying something that reads: “over 1,000 satisfied customers and counting.”  You can even go further to say some brand-name companies are your customers. That’s pretty persuasive, right? People will feel confident that you know what you’re doing and your solutions work for your existing customers.

  1. Offer free trials or consultation

Free trials are a way to allow customers to test-drive your product before they commit.  Free trials work because

  • It’s a way businesses demonstrate faith in their products or services
  • the prospect is not pressured into making a commitment and will not feel guilty after trying it
  • the prospect can test several competitors to see which one they like best

You can start by setting up a free 30-minute consultation, where you examine your prospect’s overall strategy, problems, tactics, etc. During this free session, try not to sell them anything, but instead, provide as many actionable value points as possible. Tell the prospect that if they need help implementing anything you’ve discussed, you’d be happy to help. Face-to-face interaction facilitates believability, with many opting to do business. And if they don’t, you can get good karma as many business owners have gotten referrals from people who they’ve consulted but didn’t use their services.

  1. Track your users’ mouse movements

It’s easy to track consumer behavior in a brick-and-mortar store. A surveillance camera allows you to monitor customers’ movements through the store. You can use this same innovation for your website. There are mouse recorder tools which you can use to record the movement of leads on your website. Their mouse movements tell you what they find interesting. From the information, you can identify what people love about your website and what might be lacking, ultimately pinpointing where to optimize your site conversions.