Marketing Fact: 96% of People That Visit Your Website Aren’t Ready to Buy

As a business owner or marketer, it’s important to understand that not every person who visits your website is ready to buy. In fact, according to research, 96% of people who visit your website aren’t ready to make a purchase. So, how do you keep them interested and engaged with your brand? The answer is by providing value.

Firstly, let’s delve into the statistics. The number 96% may seem surprising, but it’s actually a common finding across different industries and types of businesses. According to a study by Marketo, only about 4% of website visitors are ready to buy on their first visit, which means that 96% of visitors are not yet at the stage of making a purchase. The same study found that it takes about 6 to 8 touchpoints (interactions with your brand) for a prospect to become a customer.

So, if you’re not providing value to these visitors, you’re likely losing out on potential customers. That’s where the concept of providing value comes in. Providing value means offering your visitors something that is helpful, informative, or entertaining, without necessarily requiring them to make a purchase.

For example, let’s say you run an online clothing store. You could offer a style quiz that helps visitors find their ideal clothing style. Or, you could create blog content that provides fashion tips, trends, or style inspiration. Or, you could offer a free e-book that teaches visitors how to build a minimalist wardrobe.

The idea is to offer something that aligns with your target audience’s interests and needs. This approach can help you build trust and credibility with your audience, and it can also help you establish yourself as an authority in your niche.

Providing value is not just limited to digital content. For example, if you run a physical store, you could offer a free consultation or a product demo. If you run a restaurant, you could offer a free appetizer to first-time visitors. If you run a hair salon, you could offer a free hair consultation or a discount on a first visit.

• A gym could offer a free personal training session or a trial pass.
• A jewelry store could offer a free cleaning service or a discount on repairs.
• A real estate agent could offer a free home valuation or a consultation on home buying/selling.
• A car dealership could offer a free test drive or a discount on the first purchase.
• A bakery could offer a free sample of a new product or a discount on the first purchase.

The list goes on.

The benefits of providing value go beyond just increasing the chances of converting visitors into customers. It can also help you increase customer loyalty, word-of-mouth referrals, and brand recognition. When customers feel that they’ve received value from your brand, they’re more likely to return, tell others about your brand, and recommend it to others.

Providing value means offering your visitors something that is helpful, informative, or entertaining. Here are a few examples of how you can provide value to your website visitors:

1. Lead Magnet: A lead magnet is a piece of content that you offer in exchange for a visitor’s email address. This could be a mini-guide, an e-book, a webinar, or any other piece of content that is valuable to your target audience. By offering a lead magnet, you can capture a visitor’s contact information and continue to provide them with value over time through email marketing campaigns.
2. Mini-Guide: A mini-guide is a short, easy-to-read document that provides valuable information on a specific topic. For example, if you run a fitness website, you could create a mini-guide on “10 Easy Exercises to Do at Home.”Mini-guides are a great way to provide visitors with quick and actionable information that they can use right away.
3. Worksheet: A worksheet is a downloadable document that helps visitors apply the information they’ve learned to their own situation. For example, a financial planning website could offer a worksheet to help visitors create a budget, while a marketing website could offer a worksheet to help visitors create a marketing plan. By providing visitors with a tangible tool that they can use to improve their lives or businesses, you can establish your brand as a trusted resource.
4. Blog Posts That Give Away Free Value: A blog post that provides valuable information, tips, or advice on a topic related to your niche is a great way to provide value to your visitors. For example, a beauty blogger could write a blog post on “10 Natural Skincare Tips for Acne-Prone Skin,” while a personal finance blogger could write a blog post on “How to Save Money on Groceries.” By consistently providing high-quality content, you can establish your brand as a thought leader in your industry.
5. Social Media Posts: Social media is a great way to engage with your audience and provide them with value. This could be a post on Instagram, Twitter, Facebook, or any other social media platform that provides value to your followers. For example, a fitness coach could share a quick workout routine on Instagram or a business coach could share a helpful productivity tip on Twitter. By providing bite-sized pieces of value on social media, you can keep your brand top-of-mind with your audience.
6. Discounts or Coupons: Offering discounts or coupons can be a great way to incentivize visitors to make a purchase. For example, an e-commerce website could offer a discount code for first-time customers, while a restaurant could offer a coupon for a free appetizer with the purchase of an entree. By providing visitors with a tangible incentive to make a purchase, you can increase conversions and establish a loyal customer base.

“The best marketing doesn’t feel like marketing.” — Tom Fishburne

Building trust is crucial in marketing because it helps create a strong and lasting relationship with your customers. Here are some explanations and examples of the ways you can build trust with your website visitors:

1. Be Transparent: Transparency is important in building trust with your customers. Be honest about your products, services, and business practices. For example, if you run an e-commerce store, provide clear and accurate product descriptions, prices, and shipping information. If you’re a service provider, be upfront about your rates, timelines, and scope of work. According to a study by Label Insight, 94% of consumers are likely to be loyal to a brand that offers transparency.

Example:

One of the most well-known examples of transparency in marketing is Patagonia, the outdoor clothing and gear company. Patagonia has been very vocal about its sustainability efforts and environmental impact. They even have a section on their website called “The Footprint Chronicles,” where they provide detailed information about the environmental impact of their products. This transparency has helped them build a loyal customer base that shares their values. In fact, according to a survey by Cone Communications, 87% of consumers said they would purchase a product because a company advocated for an issue they cared about.

2. Provide Testimonials: Testimonials are a great way to show your visitors that others have had positive experiences with your brand. Displaying reviews and testimonials on your website can help build trust and credibility. According to a study by BrightLocal, 85% of consumers trust online reviews as much as personal recommendations.

3. Use Social Proof: Social proof is a powerful tool for building trust. Social proof refers to the concept that people are more likely to trust and follow the actions of others, particularly those they perceive as similar to themselves. Social proof can come in many forms, such as social media followers, customer reviews, and endorsements from influencers. For example, if you have a large following on social media, displaying those numbers on your website can help build trust.

4. Offer a Guarantee: Offering a money-back guarantee can help build trust and confidence in your brand. This shows your visitors that you stand behind your product or service and are willing to take responsibility if they are not satisfied. According to a study by The Alternative Board, offering a guarantee can increase customer loyalty by up to 40%.

Example:

Zappos, the online shoe and clothing retailer, is known for their exceptional customer service and satisfaction guarantee. Zappos offers free shipping and free returns, as well as a 365-day return policy. This generous policy has helped build trust and loyalty with their customers. In fact, Zappos has reported that their repeat customer rate is over 75%. Offering a guarantee can also help reduce purchase anxiety for customers, which is a common barrier to making a purchase online. According to a survey by Baymard Institute, 18% of online shoppers abandoned their cart due to a lack of trust in the website.

Whether you’re a new website owner or a seasoned marketer, it’s important to continuously learn about how to drive more traffic to your website. Luckily, there are many free resources available online that can help you do just that. The following are some of the best free resources to learn about website traffic:

1. Moz Blog
2. Neil Patel’s Blog
3. HubSpot Academy
4. Backlinko’s YouTube Channel
5. Google’s Webmasters YouTube Channel
6. Canva Design School
7. Udemy
8. SEMrush Academy

These resources offer a range of courses, tutorials, and blog posts on topics such as SEO, content marketing, social media marketing, and more. By taking advantage of these free resources, you can improve your website’s traffic and attract more visitors to your site.

As a business owner or marketer, it’s important to recognize that not every visitor to your website is ready to make a purchase. By providing value through lead magnets, mini-guides, blog posts, and social media content, you can keep visitors engaged with your brand and build trust over time. Additionally, there are many free resources available online that can help you improve your website’s traffic and attract more visitors to your site. By taking advantage of these resources and following the advice of top marketers, you can achieve success in driving traffic to your website and converting visitors into loyal customers.