Digital Touchpoints Into Your Conversion Process: How We Do It
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Digital Touchpoints Into Your Conversion Process: How We Do It

It’s well acknowledged that millennials and Gen Z are considerably more at ease conversing and even making purchases online compared to more traditional face-to-face interactions as they continue to inherit an increasing amount of B2B and B2C purchasing decisions and power.

How can your company benefit from this digital revolution, which has been made even more comfortable by the availability of virtual consultations, appointments, and meetings?

Here are three ways businesses are enhancing their online sales processes.

1. Updation of Your Website – Updation, Management & Archiving Content

One of the most frequent requests we get from Kilowott’s clients as a digital business is, “Can you update our website so we don’t have to rely on a developer to make changes?”

The world’s most widely used content management system (CMS), which controls the back end of websites, is currently WordPress.

With 11.5 times more websites using WordPress than Shopify, an e-commerce-specific CMS, as of June 2021, WordPress accounted for around 65% of all websites with a CMS.

Since it is open-source, free to use, and has many plug-ins that enable you or your company to customize the experience, including shopping interfaces like WooCommerce, WordPress has a broad appeal. It doesn’t matter if your audience is B2C, B2B, or a mix of both; this is true.

The real advantage of using WordPress for many of the businesses we work with is that they can still have a highly customized and designed website, plus the back-end can be built so that general marketers and other staff members can easily update it with new images, copy changes and edits, and even new pages without any coding knowledge.

In other words, working with the correct design and development partner such as Kilowott, may ensure that upgrading your website is as straightforward as editing a Word document, saving you from future website difficulties and stale content on your site that doesn’t appeal to your audience.

2. Enhance Your Brand’s Story With Videos & Testimonials

Are you prepared to increase website engagement?

Consider how you can use video to bring your experiences and tales to life as a starting point.

Do you have a candle manufacturing facility on site?

What if you had various touchpoints that demonstrated to internet clients what actually occurs when they buy a personalized candle?

Are you an insurance company dedicated to proactively assisting your customers?

How can you promote client success stories that serve as your brand’s voice without making potential customers read reams of copy? 

The About Us, Careers, or Culture sections of your website are also excellent locations for video.

What better way to showcase a video that can weave together people’s experiences, from the CEO to the most recent intern class, than to provide a glimpse of your organization’s values and culture?

3. Connect Your Website To Digital Touchpoints

The real beauty of performance marketing is that almost everything can be recorded, allowing you to follow a set of planned stages that represent the path of your ideal consumer.

For instance, if the majority of potential clients find you for the first time through a Google search, you might send them to a particular landing page that not only responds to their search but also points them to all of your valuable research, knowledge sharing, and sales collateral, all of which are free in exchange for their preferred email address.

You can then further nurture these prospects by sending them pertinent articles, resources, or events once their email has been obtained by integrating your website with a marketing automation tool (our preference is HubSpot).

Kilowott Tip: Some marketing automation tools, like HubSpot, even go so far as to tell you which pages of your website prospects are on, how long they are on those pages, and whether they are engaging with content. This is information that goes beyond what would be useful for a sales or marketing team to know when addressing customer pain points.

You should make sure that your website is tagged or pixeled for any paid media initiatives you may be undertaking in addition to email marketing.

Depending on your target, the most popular performance marketing efforts today are running across Facebook/Instagram, Google/Youtube, or LinkedIn.

Each of these vendors has unique tags or pixels that enable your website to notify them whenever conversions (such as sales, form fills, etc.) take place on your site. This enables the media platform to search for users who are most likely to convert.

Kilowott Tip: To house website pixels and tags, we like to use Google Tag Manager (GTM). Without writing any code, GTM enables non-developers to add, edit, and remove tags.

In conclusion, your website ought to be the entrance to your company rather than a subject you fear discussing with your developer. 

A website should be treated as though it were always expanding and changing because it is a living, breathing component of your sales and marketing strategy.

Even a team that has never seen website code before can now manage and expand a well-built website thanks to developments in CMS.

Kilowott’s powerful performance marketing strategies allow businesses to track their digital touchpoints.

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Author avatar
Leon Lawrence
The writer, straddles marketing, advertising, and content, with a love for crafting brand narratives, agnostic of media or platform. With nearly a decade of experience in leading the marketing function at Seynse Tech - a Fintech startup & Synapse Communications, Leon is a seasoned marketer/tech nerd, having created communication for diverse industry verticals; from Fintech, BFSI, Tech Startups, and pretty much everything in between. When not working, he shares a glass a bourbon or two, couched on a bean bag playing FPS video games or binging on Better Call Saul with family.
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