How to prepare a client for an application on the website before talking to the manager
Many companies face the same problem: visitors visit the site, but leave few requests. And if requests appear, then managers have to start the conversation from scratch - explain the product, answer basic questions, and lead the person to the purchase for a long time.
The reason is that the client is not prepared for the application. He may be interested in the offer, but is not yet ready to communicate with the manager. In such a situation, it is necessary to build the right user path on the site — from the initial interest to the appeal.
Proper preparation of the customer for the purchase turns an ordinary visitor into a warm lead who already understands the product and is ready to discuss the details.
Let's look at how this can be done.
Why does the client need preparation before applying
When a person visits a website for the first time, they are at the earliest stage of making a decision. At this moment, he:
- He's just starting to explore the topic.
- compares solutions
- He doesn't fully understand if he needs the product.
If you immediately offer to submit a request, some users will fall off because they are not ready for this step. As a result, the site loses potential customers.
Therefore, it is necessary to warm up the lead on the site before selling. This is a process in which the user gradually receives information, begins to trust the company and understands what benefits he can receive.
When this path is set up correctly, the application becomes the logical next step.
Step 1. Help the user to realize the problem
The first stage is to show the person that his situation really requires a solution. Sometimes users sense a problem, but they don't articulate it clearly. For example, an entrepreneur may see that the site is not bringing in enough applications, but may not understand why this is happening. It is important to help him see the problem and understand its scale.
On the website, this can be done through an explanation of typical situations faced by customers. When a person recognizes their situation in the description, they get the feeling that a solution might be useful.
This stage forms the first level of interest.
Stage 2. Show a possible solution
After the user understands the problem, they look for ways to solve it. At this stage, it is important to show that a solution exists and explain the general principle of its operation.
The purpose of the site is not to overload a person with complex details, but to give a simple idea of how an approach or tool works.
For example, show:
- how the work process changes after the implementation of the solution;
- what tasks are automated?;
- what results do companies get?
This is how the user begins to understand how his problem can be solved.
Step 3. Explain the product itself
When a person understands the problem and sees a possible solution, they are ready to learn more about a particular product.
At this stage, it is important to explain:
- what exactly does the company offer;
- how the product works;
- which tasks it closes.
At the same time, the explanation should be as simple and understandable as possible. If the information is complicated or overloaded with technical details, the user loses interest.
Short demos or explanations that show the product in action work well. This format helps to form an understanding faster and reduce the distance between the interest and the application.
Step 4. Remove the main objections
Even an interested user has doubts before submitting a request. Typical questions arise most often:
- is the solution suitable for my situation;
- how difficult is the implementation;
- How long will it take?;
- what results can be expected.
If the site answers these questions in advance, the user feels more confident and makes the decision to apply easier. At this stage, a warm lead is formed - a person who already understands the product, trusts the company and is ready to discuss the details.
How the video before the application form helps
One of the difficulties of websites is that the text does not always allow you to quickly explain the product. Especially if we are talking about a service or a complex service.
In such cases, a short video before the application form works well. It performs several tasks at once:
- quickly explains the idea of the product;
- demonstrates his work;
- removes some of the user's questions.
In fact, such a video works as a mini-presentation for a website visitor.
The QForm platform uses video widgets for this purpose. They allow you to place a short explanatory video right in front of the application form or inside the page. The user watches the video and immediately proceeds to fill out the form.
This format shortens the path from interest to appeal. The person gets a clear explanation, understands the product better, and makes the decision to submit a request much easier.
What happens after proper warming up
When a website builds a consistent user path from understanding a problem to explaining a solution, the quality of applications changes.
The manager is no longer communicating with a cold visitor, but with a person who is already familiar with the product and understands its value. This speeds up communication and increases the likelihood of a deal.
Proper preparation of the customer for the purchase turns an ordinary interest into a conscious appeal. As a result, not just visitors come to the site, but warm leads who are ready to discuss cooperation.