How to convert visitors into subscribers

We have already been talking about the first of the four stages of the Inbound Marketing strategy: .

On that occasion, we will tell you about the fundamental tools to carry out the task, such as creating a and , using them strategically and designing pay-per-click (PPC) campaigns.

Now, we are going to tell you what the next stage is and what you have to take into account to implement it successfully. 🙂

Step 2: Convert visitors to subscribers (leads)

Since you already generated enough traffic to your site in stage one, the next step is turn those visits into leads.

What does this mean? Basically it means that they become subscribers of your databasesince the main objective of this stage is stay in touch with them.

For the user to give you this information voluntarily (at least, their email) you need to offer something in return. And that “something”, within the strategy of , is translated in terms of valuable and relevant content.

The main characteristics of this type of content are:

• make it original. Not only in the presentation, which can be in video or text format with images, for example, but also in terms of own production. Why? Because, in addition to being a non-recommended practice, copying content from other pages causes your position in the search results to drop significantly and, therefore, the user does not find you. So get to work!
• be innovative. The biggest challenge! If your content demonstrates something that hasn’t been revealed before or if it’s approached from a different and attractive angle, your visitors won’t be able to resist seeing it!
• make it useful. It is necessary that the content you generate solves a need or a concern of your target audience. For that, before creating it, it is important that you ask yourself: What benefit does that information have for him? Is it really going to interest you? If you find a concrete and valuable relationship between your content and your audience, then you are on the right track.

An example to obtain the data of your visits is to offer them access to specialty items that contain the word of an authorized voice on a particular topic, in exchange for your email to continue reading.

Take a look at the case of the Nube store blog, where Dr. Abril Preatoni creates professional content to give the site more credibility and, thus, get more registrations from users:

Tools to collect the data

We have already shown you an example of content format to offer your potential customers in exchange for certain information. Now we are going to tell you what specific tools use to collect it and, thus, convert them into leads.

1. Create calls to action (call to action – CTA)

In the dynamics of the online world, the CTA is a call that invites the user to perform a certain action within a site.

Its main characteristics are:

• It contains short phrases that indicate a particular act, such as “Read more”, “Download ebook”, “Subscribe”, etc.
• It stands out on the web due to its size or color.
• It can be in the form of a button or link.

So, the goal of the CTA is redirect the user to a landing page (landing page) where, effectively, you can read an article, subscribe to a blog or perform the action indicated in it.

But, When do I get the information I’m looking for? The scheme could be something like this:

• The user enters the blog of an ecommerce because he is interested in a particular note (attractive and relevant content),
• click on “Read more” (CTA),
• that button redirects you to a landing page (landing page or landing page),
• Before you can perform the desired action (read an article, subscribe to a blog) you must,
• once completed, you can access the content you want.

This could apply in the case of an ecommerce blog, but you can also obtain data from your online store.

Look, for example, at what the sports brand does, which offers the user a discount on their purchase in exchange for subscribing to their newsletter:

Once they click on the CTA (in this case “I got 10% off”), the user is redirected to the following landing page to complete your subscription and thus obtain your coupon:

2. Design attractive landing pages

As we said just now, landing pages are those pages specifically designed for conversion where the user, for example, leaves the data requested in the form and accesses the content or benefit in question (as we recently saw in the case of Adidas).

These landing pages can be grouped into two broad categories:

• informative -> its objective is only to provide information about a particular topic.
• transactional -> they aim at the conversion, be it making a purchase, submitting a form, downloading a document or any other action that the administrator decides.

In the particular case of an online store, the landing page is going to be transactional since the objective is oriented towards a action linked to the conversion (data collection).

Another way to get this data is create giveaways and offer, for example, a $2,000 purchase order, or free shipping on the next order. Here, the user fills out the form, participates, and you collect data. 🙂

The interesting thing about these options is that you can also promote them on your social networks and, thus, generate more traffic in your ecommerce. 🙂

Typically, these landing pages are made up of a short form that requests the email and some more information of your interest. We recommend optimizing your form to make this conversion process as easy as possible.

To do this, check that:

• Stand out on your siteyour user should see it easily.
• Have a catchy titleThis way you will generate curiosity and interest.
• Ask only for necessary data. To begin with, with the name and the mail It is enough, but if you want to obtain more information, you can put optional fields and each visit chooses whether to complete it or not.

As an example of this, we show you the case of the Nube store, which chose to place the form at the beginning of its blog (only one line), with a phrase true to its style (curiosity) and where it only asks for the mail (necessary data ).

A fun fact about this store is that when the user places their mailthis phrase of thanks appears, we liked it a lot!:

If you manage to complete it, mission accomplished! Your registration (which is worth gold) will allow you keep in touch with your potential client and provide them with content that is of interest to them to, in the next stage of Inbound Marketing, lead him to make the purchase in your ecommerce.

conclusion

Did you see how important it is? create subscribers on your site? Do not miss the next step of this methodology, the best is coming for your online store!

Haven’t you opened yours yet? Try our platform for free for 30 days and start .