5 Ways Marketing Automation Can Help You Increase Website Conversion

  Inbound Marketing | Marketing Technology
Tyler Pigott
Tyler Pigott

06.27.2018 | 4 min read

One thing that’s become clear in today’s startup world is that automation is key when it comes to growing any business. In the past few years alone you’ve had authority figures like Tim Ferris, Seth Godin, and Ramit Sethi have all praised the power of automation in turning themselves and their brands into household names.

When it comes to marketing your business there are thousands of things all vying for your time and attention. But unless you happen to be the best multitasker in the world, there’s only so much you can do in any given period of time.

By automating certain parts of your business, especially your marketing, you can essentially free yourself from having to personally oversee and sign off on every single detail of your business. You can be safe in knowing that even if you’re giving something your full attention that everything is running as it should be. Meaning that you, intrepid entrepreneur that you are, can spend more of your valuable time and energy on the things that actually do require attention.

Here are the 5 ways you should be taking advantage of marketing automation to increase your website conversions.

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#1 Automated Welcome Email

Anytime someone signs up to your newsletter or downloads an ebook off your website you should be sending out an email welcoming them into your community. However, as I’m sure you can image, crafting an email for every new member of your community is a huge time-waster.

Which is why you should look into creating a standard welcome email that will automatically be sent to anyone that joins your community.

The welcome email is an excellent way for you to further introduce a potential customer to your brand. Just take a look at this welcome email from [Back Country](https://www.backcountry.com/). It uses a spectacular mix of text and visuals, as well as multiple calls-to-action and links that can lead a newcomer down any number of paths back to your website and to a potential sale.

backcountry email example

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What's even better? When you make your first purchase with Back Country, they partner you with an Account Manager so you have a personalized point of contact to reach out to. You'd like to think this is where it ends, but I've got news - there's more! Your partnered Account Manager calls you within the first 24-hours of your purchase to make an introduction and also give you an update on your order. Creating a simple email and order follow-up campaign like this can go a long way to making a prospect feel like they’re not just another customer, but a part of a branded community.

#2 Following Up With Leads

Depending on what lead scoring system you have there are great opportunities to automate how and when your sales rep should follow up with a potential lead.

Instead of manually tracking each and every potential lead, by using a lead scoring system you can effectively assign “points” to every prospect depending on what actions they take. For example, if someone has downloaded an eBook they’ll be assigned a certain number of points. The amount of points given is dependent on the actions that person takes.


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Once someone accrues a certain number of points then you can confidently say that you know that the person is aware of your brand, has downloaded some of your free resources, or interested in learning more about a product.

This type of system makes it easy for sales rep to determine which prospects are worth getting in touch with, as opposed to having to work out individually whether or not someone is interested in purchasing.

#3 Routine A/B Tests

One constant, and underutilized, way to improve conversions on your websites is to run regular A/B tests on your website. This way you can ensure that your website is optimized to its fullest potential and that you aren’t leaving any leads on the ground.

However, having to run A/B tests constantly can be difficult especially, if you’re a mature company with a long-running website, the changes can be incremental and the differences in conversation rates can be minimal.


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Most websites will already have an in-built feature, or a plugin you can download, that’ll allow you to run routine A/B tests in the background. All you have to do is load up a series of changes that you’d like to test and let the tool handle the rest. This way you can input all the changes you’d like to test in one big batch, instead of doing them one at a time.

This creates a closed loop where your website is constantly running these tests and adjusting, in real-time, the changes your website needs to improve your overall conversation rates.

#4 Run Progressive Profiling

The aim of the marketing game these days is to personalize the customer journey as much as possible. This can easily be achieved with most CRM platforms out there, and what it basically does is ensure that your website visitors aren’t confronted with the same message every time they visit your page.

By tracking the amount of times someone visits your page you can create personalized pop-ups and content to appear for a more unique experience each time they visit. 

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With progressive profiling you can ensure that your prospects and leads are receiving an experience that’s actually relevant to their interests. Besides just the amount of times they visit your site, depending on what action they take you can even tailor specific offers to your leads.

For example, if you know that lead has shown an interest in marketing, then you can create a targeted pop-up that communicates your latest marketing tool or resource. It’s an incredibly simple, but highly effective, way to gather more information about your leads as well as present them with offers they’d actually engage with.

#5 Encourage Referral Marketing

One of the best ways to acquire new leads and sales is to tap into the power of referral marketing. [Studies have found](http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html) that leads acquired through referrals are 4 times more likely to buy, and that 43% of customers are more likely to buy when hearing about a product from a friend or through social media.

Dropbox famously took advantage of this by offering people who signed up to their service free space on their platform for every friend that they referred.


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The best part is that you don’t need to be a SaaS in order to take advantage this. Offering something as simple as a 10% discount in return for sharing your brand on social media can work just as well.

All you have to do is create a pop-up, or a landing page, where people are given a choice to refer their friends. Alternatively, sharing your brand on social media in return for a discount. That way not only do you increase the number of conversions on your website, but acquire new leads as well.

Want more tips and tricks for increasing conversions and generating leads? We've put together a list of what we believe are the 30 greatest tips - download it today!

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If if you'd like to chat about how your specific business can convert more leads on your website today, schedule a complimentary 30-minute strategy session with our team.