Sunny savings Save 20% now

person shoppong online
February 4, 2016
Marketing  |  4 min read

3.5 Must Have Contingency Plans for Your Website

Created with Sketch.
Todd Giannattasio

A contingency plan is your Plan B to achieve success when things don’t go according to plan.

They search Google for something…

Click the first result…


Hit the back button…

Click the next search result. The next.

They realize they need to refine their search with a different word.

Wash, rinse, repeat.

They see a link on Facebook and click it. Skim. Back to Facebook.

For most websites, 99 percent of visitors won’t take the next step to contacting or buying on that first visit. And 98 percent of them won’t come back.

So what are you left with? Unfortunately, not much.

But there is hope. There are contingencies you can put in place to take that same number of existing website visitors and increase the one percent of people who enter your sales funnel and turn it into two, five, if you’re amazing, 20 percent.

Now instead of getting one new lead from every 100 website visitors, you get five.

These contingencies will help you plug the holes in your online bucket so you stop leaking so many opportunities.

1. Exit intent pop up offer

Your first line of defense for a website visitor leaving is an exit intent pop up offer.

This is when someone moves their mouse outside of the browser (with the intention of closing the window or typing in another website to visit), a pop up appears to catch their attention and gives them an offer for a lead magnet so you can get their email address and enter them into your email list for building a relationship.

2. Retargeting ads

Retargeting ads can be used for a lot of different things like educating leads through their buyer journey, upselling relevant products to new and existing customers, and promoting new offers to your customer base. But for this contingency plan, it’s to bring them back to your website and get them opted into your email list.

If someone visits your website and doesn’t achieve a desired goal, you can run targeted ads for them specifically that continue the conversation of what they were looking for and bring them back to your site to take the next step.

3A. Abandoned cart triggered emails

If you have an e-commerce site, then abandoned carts are always going to be a place to look to increase your sales. Studies show that over 65 percent of people who add something to their cart end up not buying it at that time. And I would take an educated guess that that number is conservative.

In addition to running retargeting ads at those people, if they have an account with your site already (meaning you have their email address), then you can send emails triggered on their website behavior.

If/when someone is logged into their account and adds something to their cart, but doesn’t check out, you can automatically send an email. This can be a simple reminder in case they got distracted, or even a free shipping or discount offer to encourage them to come back and complete their purchase. These kind of automated emails have been known to bring back up to 33 percent of abandoned carts.

So if you have 100 people add something to their cart, at least 65 of them are going to leave without buying. If you have your contingency plan in place, you can bring back 22 of those people to complete their purchase.

Any e-commerce site without an abandoned cart contingency plan in place is losing 22 percent of their sales. That’s a lot of free money to leave on the table for any business.

3B. Automated email follow up if goal isn’t achieved

The same story applies for websites that focus on generating leads (as opposed to online sales).

With the right contingency plan in place, you can be on top of every missed opportunity, even though you probably don’t even know you’re missing out on them.

This article was written by Todd Giannattasio from Business2Community and was legally licensed through the NewsCred publisher network.

Was this post helpful?

Subscribe to our newsletter

Fresh small business insights and ideas delivered weekly to your inbox, gratis.

You may also like

{{ record.displayCategory | smartCapitalize }} | min read

Subscribe to our weekly newsletter!

What you'll get from it:

As a thank you for subscribing, we'll send you a copy of our 2018 Small Business Marketing Trends Report with insights from over 1,000 surveyed business owners. The gifts just keep on coming.

4 Reasons to Subscribe:
  • Weekly tips to dominate sales and marketing

  • Expert small business resources that cost you zero dollars

  • We're focused 100 percent on small business success

  • Righteous GIFs

    GIF of Ferris Bueler principal's assistant

P.S. We'll never give out your information. We'll only use it to send you awesome content and resources, if you're cool with that.