How to Turn a Website Visitor into a Customer: 5 Proven Strategies

Someone lands on your website, browses around, and then… disappears. No sign-up, no purchase… just gone. It’s not unusual. In fact, Shopify reports that the average e-commerce conversion rate sits between 2.5% and 3%. Yep—that means over 95% of people bounce without buying a thing.

So, how do you turn quick visits into meaningful actions like sign-ups, sales, or loyal readers? Whether you’re running an online store, writing a blog, or doing a bit of both, there are practical strategies you can use to keep people engaged and coming back for more. 

In this guide, we’ll walk through five proven tactics that help transform your website from a one-and-done pit stop to a place people genuinely want to connect with and buy from

1. Use a Pop-Up or Subscription Form to Capture Interest

Most website visitors won’t stick around unless you give them a reason to. Capturing their email allows you to continue the conversation. It’s like saying, “Hey, let’s keep in touch!” instead of waving them off into the internet void.

Email is still one of the most powerful ways to convert website visitors into customers—Mailchimp pegs the average conversion rate at around 2.62%, which is nothing to sneeze at. And that’s where pop-ups and subscription forms come in.

Love them or hate them, pop-ups work—when done right. A well-timed, well-designed pop-up can turn a casual scroll into a solid lead. Think of offering something worthwhile: a discount, a freebie, or even a useful guide. Keep the form simple (nobody wants to fill out a whole life story) and make sure it shows up at just the right moment, like when someone’s about to bounce or has been browsing for 30 seconds or so. 

Now, what about subscription forms that are baked into your website? These are great because they’re not interruptive. They’re just there, waiting patiently for someone who wants to stay in touch.

Here are some smart places to drop them:

• Homepage (above the fold): Where it’s impossible to miss, but not standing in the way
• Blog sidebar: Readers already like your content—invite them to stick around.
• End of blog posts: After giving value, offer even more via email.
• Footer: A low-key but consistent reminder that they can subscribe anytime.
• About page: Someone checking out your story is likely open to hearing more.

Example headlines for subscription forms

Need inspiration for your subscription form headline? The words you use here can make or break whether someone signs up or scrolls right past. The trick is to lead with value. What’s in it for them? If you’re asking for their email, give them a good reason. This isn’t the time to be vague or overly clever. Be specific, be benefit-driven, and if you can, inject a little personality.

Here are some headline ideas to get you started:

• Join our list and get 10% off your first order!
• Download our free guide to boost your website traffic
• Be the first to know about new drops and flash sales
• Get weekly tips to grow your brand—without the fluff
• Want better sleep? Start with our free 3-step checklist
• Exclusive recipes, nutrition tips, and no-BS wellness advice—delivered weekly
  

When in doubt, try this formula:

[Benefit] + [What they’ll get] + [Sense of exclusivity or immediacy]

And one more thing: don’t guilt-trip your readers. Avoid lines like “You’ll regret it if you don’t join.” If your readers are going to sign up for your emails, it should be because they genuinely want what you’re offering, not because they were shamed into it.

2. Welcome Emails: Set the Tone and Build Trust

So, someone has subscribed—congrats! This is your moment to roll out the red carpet (virtually, of course). Your welcome email is your digital handshake, your first impression, and honestly, one of the best shots you’ve got to make a real connection.

And guess what? It works. According to Neil Patel, intro emails get a 4X open rate and a 5X click-through rate compared to average marketing emails. Even better? Around 74% of new subscribers expect to hear from you right after signing up (Per Rejoiner). But here’s the kicker: only 57.7% of businesses bother to send one. That’s a whole lot of missed opportunity.

So yes, welcome emails are gold, but only if you get them right.

What to include in a great welcome email

• Powerful subject line: It should be short, snappy, and maybe even personal. Use their first name if possible, and tease the value you promised. Something like “Here’s your 15% off (and what to expect next)” works better than a generic “Welcome to our newsletter.”
• Brand story: No need for a full autobiography—a few lines on who you are and why you do what you do are fine. Show some personality. Are you quirky? Professional? Heartfelt? Let it come through.
• What to expect: Let subscribers know what kind of content they’ll receive and how of.
• Call to action: Include a low-pressure call to action. Maybe it’s “Check out our bestsellers” or “Read our most popular blog post.” Keep it easy—no need to go full sales pitch right away

Bonus Tip

As your welcome sequence unfolds (yes, you should have a sequence), add a little social proof. In email #3, for example, you can feature a short testimonial or a user-generated photo of someone loving your product. It’s a subtle way to say, “Hey, real people like this—and you might too.”

Then, in email #4, go ahead and drop that discount offer. By then, they’ve had time to warm up to you.

But don’t get overexcited. Too many emails, too fast?A Big nope. A study by ZeroBounce reveals that 43% of people unsubscribe because they feel bombarded. Meanwhile, another 18% unsubscribe because they never gave proper consent in the first place.

Once you get permission to show up in their inbox, space things out. Give them time to breathe between messages. It’s like any good relationship—you want to keep the momentum going without coming on too strong.

Done right, a welcome email (or two… or four) can do way more than say “hi.” It builds trust, sets the tone, and opens the door to a longer conversation—exactly where the magic starts.

3. Nurture Emails: Provide Value Before the Pitch

Think of nurture emails as your brand’s way of showing up consistently, not to sell, but to help. These aren’t one-and-done blasts. They’re ongoing messages that educate, entertain, and solve small but real problems for your audience. The goal? Build trust over time, overcome customer objections before they even come up, and gently guide people toward a purchase when they’re ready.

Instead of jumping straight into “Buy now,” you’re saying, “Here’s something useful—I’ve got your back.”

Quick side note: Nurture emails vs. drip email?

Great question. Both involve email sequences, but the difference boils down to timing and personalization.

• Drip campaigns are time-based. You set them up to go out in a fixed order after someone takes a specific action, like signing up for your newsletter or starting a free trial. The messaging is usually more general and focused on guiding people into your sales funnel.
• Nurture campaigns, on the other hand, are more thoughtful and dynamic. They adapt based on how someone interacts with your brand. That means the emails are triggered by user behavior and tailored to their interests or pain points. The goal isn’t to push a quick sale but to build trust over time and position your brand as the go-to when they’re ready.

The big takeaway? Consider drip emails when you need a simple, structured onboarding or follow-up series. Use nurture emails when you want to deepen the connection and stay relevant for the long haul.

What kind of content works well in nurture emails?

• Tips and how-tos: Share quick wins, insider advice, or shortcuts your audience will appreciate. If it makes their life easier, it’s worth sending.
• Customer stories: Real-life examples of people loving your product or service can go a long way in building credibility.
• Personalized product suggestions: Based on their behavior or preferences, offer items that make sense for them, not just what you’re trying to push this week.

The key here is to position your brand as a trusted guide, not a pushy salesperson. You want subscribers to think, “This brand gets me,” not “Here they go selling again.” When you deliver consistent, relevant value, people start to lean in. And when it’s finally time to pitch, you’ve already laid the groundwork for a confident “yes.”

4. Soft Sell with a Discount to Encourage First Purchase

Not everyone shows up to your website ready to throw money at you. Most folks are just browsing—curious, cautious, side-eyeing your prices, perhaps silently judging your font choices, and still deciding if they trust you enough to buy. That’s where soft selling comes in.

Soft selling is the opposite of those pushy, in-your-face sales tactics. Instead of going straight for the sale, you’re building a relationship. You’re making the customer feel welcome, not pressured. And one of the best soft-sell moves? Offering a small discount.

A first-time visitor might love what they see but still hesitant. Maybe they’re unsure about quality, price, or your brand in general. A modest offer (like 10% off or free shipping) can ease that hesitation. It’s low-key, low-pressure, and super effective for converting web visitors into customers without feeling like a sleazy salesperson. You’re not slashing prices or begging for a sale. You’re simply lowering the barrier just enough to help them move from interest to action.

Examples of Soft Sell Offers

• 15% off your first order
• Buy one, get one 50% off
• Free shipping when you join our email list
• $10 off your first purchase of $60+
• A mystery discount revealed at checkout

Where to place these offers

• Welcome emails: As soon as someone joins your list, greet them with a thank-you discount. It sets the tone and gives them a reason to browse right away. That becomes a simple yet powerful way to boost email marketing conversions from the very first touchpoint.
• Exit-intent popups: If someone’s about to click away, this is your moment. Pop up with a friendly “before you go” offer to bring them back in. It’s often just enough to change their mind.
• Product Pages: These folks are already interested; don’t let them walk away empty-handed. Highlight first-time offers right on the page they’re eyeing, or during checkout to seal the deal
• Sticky Bars or Site-Wide Banners: A floating bar at the top or bottom of your site with a clean, friendly discount message can do wonders without being intrusive.

5. Use Urgency to Seal the Deal

Humans are wired to hate missing out. It’s why we check our phones obsessively, double-book ourselves for brunch, and sometimes buy things we don’t even need, just because there’s a flashing “Only 2 left!” warning at us. Creating a sense of urgency is powerful, and when used right, it can give your website conversions a serious boost. 

Urgency creates momentum. It nudges people out of decision paralysis and into action. Suddenly, “I’ll think about it” turns into “Where’s my wallet?”

However, you’ve got to do this with style. One of the most common content marketing mistakes is misusing urgency. Sleazy countdown clocks or fake “only 1 left” claims won’t just kill conversions; they damage trust. Instead, use urgency to add clarity and motivation, not pressure

Ways to build urgency

• Countdown timers: A visible ticking clock on your product page, email, or pop-up creates just the right amount of urgency without being obnoxious.
• Limited stock alerts: A little “Only 3 left in stock” next to the buy button can light a fire under hesitant buyers. But be real about it; false scarcity is a one-way ticket to losing trust.
• Time-sensitive emails: A well-timed reminder that a deal ends tonight can turn a passive reader into a paying customer. Use subject lines like “Last Chance” or “Ends at Midnight” to catch attention fast, and make sure your email body matches the urgency.
• Abandoned cart emails: One of the easiest and most effective ways to recover a missed opportunity. You’re not spamming; you’re reminding shoppers of items left in their cart, possibly with an added incentive if they complete the purchase within a specific timeframe.
• SMS reminders: If your audience is into it (and they’ve opted in), SMS is the perfect way to deliver timely nudges. A short, friendly message like “Your 20% off deal ends tonight!” can do wonders. It’s fast, direct, and way harder to ignore than an email buried under 42 newsletters. Just don’t overdo it.

Website Conversion Is a Journey, Not a Single Click

Turning website visitors into customers isn’t about one flashy button or clever line of copy. It’s a process, a series of touchpoints that build trust, provide value, and guide people toward a confident decision. The five strategies we’ve covered, from sparking interest to offering thoughtful incentives, are all pieces of that bigger picture. When they work together, they can do more than boost your numbers. They’ll create an experience that feels personal and intentional.

Now, take a moment to step back and review your current approach. Are you meeting visitors where they are, or are you jumping straight to the sale? Are you creating opportunities to connect, or just hoping they click? Even small changes like rewording your welcome email or a CTA or refining your pop-up timing can spur massive results.

Writing landing pages, web copy, or welcome flows isn’t your thing? I’ve got you. I help brands turn browsers into buyers with copy that’s clear, strategic, and conversion-ready. If you’re done guessing and ready to grow your business, let’s talk.

Ezekiel Maina

Ezekiel Maina is the brains behind ContentGenics, where he pairs creativity and strategy for B2B and B2C content. He has written for brands like House Digest, iFoundries, and BeamJobs, covering topics like home improvement, real estate, freelancing, digital marketing, and career development. By day, he’s crafting content or catching up with clients from his home office, lost in a good book, or occasionally chasing adventure outside. By late evening, he’s typically deep in a documentary rabbit hole on Netflix or YouTube.