The Customer Value Journey - Step 4: Convert
Helena Rothwell • February 6, 2025
Convert - Welcome back to our 8-part series on the Customer Value Journey (CVJ) in Digital Marketing! Now, it’s time to step into the "Convert" stage.
Welcome back. In the last installment, we covered the Subscribe stage, where we discussed capturing your audience’s contact information and building a direct line of communication.
Imagine you're still hosting that fantastic party.
Your guests are engaged and enjoying themselves, and you’ve exchanged contact information with many of them. Now, you want to get them to commit—to stay a bit longer, try some of your best dishes, or join in a fun game. In the business world, this is where you convert your engaged audience into paying customers.
Let’s look at a business example.
Let's say you own an online boutique selling handmade jewelry in Kinsale. You've successfully captured the contact information of potential customers and kept them engaged with valuable content. Now, you want to convert them into paying customers.
To encourage conversions, you might:
- Special Offers and Discounts: Provide limited-time offers, discounts, or coupons to encourage quick conversions. For example, offer a 10% discount on the first purchase or a special deal for first-time customers.
- Free Trials and Samples: Allow potential customers to try your product or service for free. Offer a free trial period, a sample product, or a demo to give them a taste of what you offer.
- Bundled Products: Create attractive bundles that combine several products or services at a discounted price. This can encourage customers to make a purchase and try multiple offerings.
- Clear and Persuasive Calls to Action (CTA): Use strong and clear CTAs that guide your audience towards making a purchase. For example, "Buy Now," "Get Started," or "Claim Your Offer."
- Limited-Time Promotions: Create a sense of urgency by offering time-limited promotions. For example, "Offer ends in 24 hours" or "Limited stock available." This can prompt quicker decision-making.
The 'gifted gurus' in the consultancy arm of Right Hand Consulting are back with more insights used when working with our clients to help turn their audiences into paying customers. Ready to take a look?
- Place claim your offer now buttons strategically throughout a post or on your landing page for an offer.
- Take advantage of seasonal offers. These can be, it's our birthday, or to celebrate our 10,000th member, as well as St. Brigid/Patricks/Christmas Day's themed offers. (Speak to us about other ways of using these themes on your AI website too)
- Include testimonials for the product on offer to add credence to the offer.
- Ensure that the purchase process is as smooth and straightforward as possible. Simplify checkout procedures, offer multiple payment options, and provide clear instructions. A seamless experience can significantly increase the likelihood of conversion. Some of our clients use a mobile app to take payments during on-site meetings for services to keep the process as seamless as possible.
So we're creating compelling offers, optimizing the purchase process, and using persuasive CTAs. What's a CTA I hear you ask? CTA = Call to Action - meaning a button that elicits a response from a customer. [get your discount here], [learn more] etc
The Convert stage is all about turning your engaged audience into paying customers. This is where they take a small step towards making a purchase, moving them closer to becoming loyal customers and advocates for your brand.
Did you know?
Did you know that 57% of shoppers abandon their carts due to a long or complicated checkout process? And that businesses with optimized checkout processes can see a 35% increase in conversion rates? These stats highlight the importance of a streamlined and user-friendly purchase process.
Ready to continue your journey? Stay tuned for Part 5, where we'll delve into the Excite stage of the Customer Value Journey. Until then, happy converting! 🚀
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