Senior Copywriter

Group Vice President, Client Services

Director, Customer Experience

How Websites Can Drive Additional Leads

Direct mail and catalogs are a great way to initially engage with a consumer, but they require some extra umph to provide the leads or insight that brands need to drive significant growth. These days, that responsibility rests largely with your brand’s website. In fact, per recent Salesforce customer engagement research, 88% of consumers say that the online experience that a company provides is as important as the actual product and services.

As a leading innovator in delivering impactful digital experiences, we at Rise are always here to help you maximize your marketing efforts. Read on to discover how recognizing the symbiotic relationship between offline and online touchpoints can help you create a comprehensive and immersive customer experience that drives conversions and brand loyalty.

Websites serve as digital storefronts that allow their customers to explore products and services at their convenience.

Direct mail and catalogs can be a strong first step for retail businesses, but can’t always provide all the information a customer is looking for in order to convert. 

By integrating a URL or QR code within marketing materials, recipients can be directed to interact with the brand on their terms, whether that’s to obtain more detailed information, watch product videos, or read reviews.

This extension of marketing materials enhances engagement and leads to more informed purchasing decisions. Which, in turn, leads to happier customers and a stronger brand overall.

Modern websites employ sophisticated tracking and analytics tools that enable marketers to monitor user behavior. 

By directing recipients of physical marketing materials to personalized landing pages, companies can track which products or services interest the customer most. This is especially critical as recent privacy laws have forced a decline of third-party data tracking via cookies. 

With the right analytics partner, your website can serve as a window into customer mindset: both in terms of site interactions and overall purchasing behavior. Being able to see directly what barriers are complicating your customer's conversion journey makes it that much easier to ideate how to eliminate them.

Websites enable the collection of customer data that can be used for effective retargeting.

Savvy brands can use the audience data gathered by website tracking and analytics to inform future marketing efforts and create more tailored, resonant content — such as email newsletters, retargeting ads, and more — which increases the likelihood of conversions. 

A catalog is a great way to show your consumers everything you have on offer, and a website is a great way to find out what individual customers are gravitating towards. This opens up incredible opportunities for re-engaging abandoned carts, encouraging creative upsells, informing R&D, and other ways to grow your business in all directions.

Websites provide an alternate platform for customers to browse products & make purchases with just a few clicks.

A significant number of barriers need to be crossed in order for a potential customer to convert. When your product is only available in-stores, those barriers are compounded by physical ability and convenience. (We get it. They make couches really comfy these days!) 

However, by integrating online purchasing options with catalog and direct mail content, brands can offer immediate purchase options that reduce sales friction. Websites can also expand information provided via print, including in-depth product information and special offers, both of which may incentivize decision. 

Websites create a seamless customer journey by combining the powers of offline and online marketing tactics.

A website isn’t a replacement for a robust print marketing campaign, and it isn’t a one-way funnel, either. Customers should be able to smoothly transition from discovering your brand online to any offline experience, and vice-versa. 

To that end: if a customer interacts with your brand online but doesn’t complete a purchase, offline channels with custom messaging can effectively re-engage them and encourage conversion. The possibilities are endless!

Websites are the way to go — and grow.

Just like today’s world, your physical marketing strategy should be harmoniously connected to the digital space. With a modern, performance-driven website, you can extend the reach of printed material while enhancing engagement, personalization, consistency, and convenience. It’s a true win-win!

Take this example with our friend, Chris. In yesterday’s world, he’d get his car insurance renewal notification and be at a loss for where to start or how to switch. But today — with the right direct mail timing — he can simply scan the included QR code on the mailer to head to a personalized digital landing page. If Chris fills out the form with his email address, he’ll get an email from the insurance company with an offer customized to his location — all thanks to his IP address. And, with the company’s information easily accessible via the website, he can convert right away.

As a consumer, Chris gets better information and a friction-free experience. As a business, the insurance company gets additional data on which to create more satisfied customers. All thanks to a high-performance, well-integrated website.

At Rise, we have a decade of experience in delivering websites that are effective performers and partners to existing marketing strategies. From health to retail, and across business goals and infrastructures, we’ve helped clients achieve higher user engagement and drive more value for their business. If you’re ready to see your website as a critical tool in your arsenal, get in touch to see how we can deliver for you.

Ready to innovate and capture your audience? Contact us today!

02/19/2024 at 02:07