5 Steps to Loyal Customer Conversion
Love makes the world go round. Internet makes the world go flat. Customers make the business go live.
Trying to build a good brand is not easy. Some rely on the offline marketing like, advertising, events, road shows, etc. which will cost a couple of pocketful of diamonds. As the web technology grows, we have another media to market our products. However, one of the marketing focuses is about getting new customers or maintaining the available ones.
What I want to show here is 5 steps of web visitor conversion. From general – not so care about your brand – visitor to loyal customer which can be your brand evangelist and your marketer. If you are a marketing guy, you would’ve noticed that viral marketing is a very effective tool.
| Step | Type | Visits | Main Activities | Content Subscription | Tactic | Social Media |
| 1 | General Visitors | First time or returned visit | Finding information or browsing around | Yes: 50% No: 50% |
Information and attractiveness are necessary to attract them | Providing link to various social medias and building communication |
| 2 | Online Responder | First time or returned visit | Interested in provided information | Yes: 50-60% No: 40-50% |
Provides Inquiry form and fast respond | Providing direct communication between the company and responder |
| 3 | Prospect | Returned visit | Interested in purchasing the available products or services | Yes: 60-70% No: 30-40% |
offering interactivities online or offline | Providing further detailed information and communication between the company and member |
| 4 | Customer | Returned visit | Having purchase the available products or services | Yes: 80-90% No: 10-20% |
Offering good after sales service online or offline | Respond to positive and negative product feedback |
| 5 | Loyal Customer | Returned visit | Purchasing products or services more than once and spreading WOM | Yes: 100% No: 0% |
Converting to member or communities | Providing further information for WOM activities, building members and community, Sponsoring events |
- General Visitor is normal visitor. They come and left your website with less or without purpose. They show very less interest to your business.
- Online Responder has showed a little interest. Though not that strong, but they have spend a couple of minutes to send message.
- Prospect has a relatively high interest to the business. They want to learn further before making decision.
- Customer is the result we want, though it is not the final conversion.
- Loyal Customer has very deep relation to the brand. They can be the brand evangelist, which love to spread information and defend the brand.
Getting to know and evaluate your website activities are important. Use web analytic to track how your website works and how it behaves. Continuous process in research and evaluation are necessary. Loyal customers will take lead in communities. They talk to the communities and help troubleshoot in some circumstances.
Building a brand evangelist is simply the same as building a sport team. Once the team possess the sense of belonging, they will do the best to win over any matches.
Related posts:
- Blog – A Powerful Marketing Tool
- Building an Online Marketing Tool for Global Consumer Brand – Showcase of Ajinomoto Indonesia
- Everybody is Your Marketer
- Web Marketing Made Easy
- 3 Core Components of Successful Online Marketing Strategy
Wahidin Wong is an experienced online strategy consultant with more than 10 years involvement within the industry. Founder of Beegamax Creative, a creative design and online marketing strategy firm based in Jakarta, Indonesia. You can find his insights and design tips here in the ArtPlus.Get updated: Twitter • Facebook • LinkedIn
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