Did you know that only 22% of business owners are satisfied with their conversion rate? If you’re not in this group, you’re probably wondering, ‘How on earth can I get more people to buy my product or service?’
It turns out the answer may be simpler than it seems. It all starts with your sales funnel, specifically, the bottom of the funnel.
In case you’re unfamiliar, a sales funnel represents how first-time visitors can eventually become customers. It starts with brand awareness and ends with an order and post-purchase support. Funnels also highlight the various goals and pain points at different stages in the sales cycle.
The bottom of the funnel is where potential customers are most likely to place an order, which is why you need to show them specifically why your brand is worth their time and hard-earned money. These people have done their research and are leaning toward your product, but need some convincing before they take action.
Building rapport with subscribers, offering value, and nurturing leads during this phase can dramatically boost sales and engagement.
Today, I’ll show you a few actionable ways to convert prospects with bottom-of-funnel marketing, regardless of your industry.
Let’s get started!
Let Users Try Before They Buy
In my experience, offering a free trial or demo is one of the best ways to convert customers at the bottom of your sales funnel.
When you think about it, this makes sense. People are generally more comfortable paying for something if they can try it first. That’s why you see all different companies, subscriptions like Spotify and YouTube Premium come to mind, that encourage users to try their product for a few weeks before they pay.
The main advantage of showing demonstrations and offering free trials is you can set expectations and manage risk. If your audience can experience everything your tool offers and decide to convert, they are showing that they are satisfied with their experience.
This strategy is especially helpful for complex products or services with long-term agreements, such as software with an annual license. No one wants to pay for a whole year of service if they’re not sure if the product is a good fit.
I recommend creating a demonstration page on your site where users can see your product or service in action. On the same page, include an option to join your email list and start a trial. The most common trial ranges are 7, 14, and 30 days.
Now is an excellent time to start if you’re not already offering free trials or demos. It’s a simple but effective way to convert more bottom-of-funnel prospects.
Highlight Customer Reviews
It shouldn’t come as a shock that customer reviews have a major impact on prospects’ shopping decisions at the bottom of the funnel. After all, research shows around 97% of shoppers refuse to take action on a website until they read real customer reviews.
Your audience will turn to customer reviews for social proof. In other words, they want to understand what other people think of the product or service. If they see a majority of people love and recommend your brand, they’re far more likely to take action.
Reviews also reduce the perceived risk of making a purchase. When a user sees a negative review, it helps them understand the worst-case scenario, which, in some cases, can encourage them to take action. They are also an excellent way to shine a spotlight on the benefits of becoming a customer.
It’s a good idea to add reviews on key parts of your website, such as the product demonstration page and other sales pages. Since this part of your site is mostly designed for bottom-of-funnel visitors, putting reviews here can be very effective.
You should also consider the benefits of sharing reviews on social media and in your email campaigns. Since users at the bottom of the funnel already know you exist, there’s a good chance they follow you on social media or are subscribed to your email list. Use this connection to show them that other people love your product, so they should try it, too.
Build a Community
When potential customers feel like they are part of a community, they are more likely to place an order and show loyalty to your brand. I firmly believe that’s why 64% of marketers are currently investing in building communities around their businesses.
There is a list of benefits that come with having an active community on your website and social media. For starters, you’ll improve brand awareness and could pull more people into the top of your sales funnel.
But more importantly, communities are a great way to convert prospects at the bottom of the funnel. These people have already shown interest, so now it’s a matter of earning their trust and winning them over.
You could host community events on social media, like a virtual giveaway. Or you could create a forum on your site or through Discord where loyal customers and interested consumers can spend their time. Bottom-of-funnel users can talk to existing customers and learn if your product is right for them.
Of course, to build a successful community, you need to get involved. I suggest spending a couple of hours each week responding to posts, sharing your thoughts, and cultivating a community of people who are passionate about your brand.
Personalize Offers and Promotions
Now, let’s talk about how personalizing offers and promotions for your audience can dramatically boost conversions. Let’s start with a statistic: research shows that 4 out of 5 shoppers want to see content and advertisements relevant to their needs and interests.
Personalization allows you to tap into what you know about your audience and create an unparalleled experience based on their specific goals and pain points.
For example, the marketing team at a pet supply store would be wise to ask each customer what type of pets they own. Then, they can use this information to create relevant advertisements and promotions.
A user would be far more likely to buy cat food from their website if they actually own a cat. Similarly, showing a dog owner a promotion for cat litter isn’t going to get them anywhere.
Email is one of the best places to send coupons to your customers. The reason this is true boils down to the personal nature of email. It’s a one-on-one experience that gives you plenty of opportunities for micro-personalization.
We found that making small additions, like including personalized details in the subject line of our messages, boosted our open rate by an impressive 26%.
If you want to know how to start this process, I suggest reviewing your audience segments and creating offers that appeal to each prospect subset. Next, reach out to these users so you can learn more about their goals and interests for deeper personalization.
Always Follow Up
Let’s face it: we are all busy, and it’s easy to get distracted and lose track of time, which is why following up is a vital step in converting bottom-of-funnel prospects. You don’t need to bombard them with emails, phone calls, and messages, but you should go out of your way to find out if there’s anything you can do to help.
The simple act of reaching out, answering questions, and providing resources, such as blog posts, can turn prospects who are on the fence into loyal customers.
So, if a group of people attend your live product demonstration, it’s an excellent idea to send a follow-up email a day after the event to see if they have any questions or concerns.
Similarly, if someone lets their free trial expire, there’s no harm in reaching out and asking why so you can figure out if you can do anything to improve their experience by offering a solution that meets their needs.
Converting prospects at the bottom of the funnel is something all business owners and marketers should strive to accomplish. These people are so close to becoming full-fledged customers. All they need is a reason to take action. As long as you communicate well, show social proof, and explain to visitors how your product will add value to their lives, you’ll have a better chance of winning over these users and growing your brand.