How to get your customers to convert
Any sales process has a variety of methods to get the customer to convert, to commit, to open up the wallet!
What should you be doing at your website to trigger the same response?
Know your customer
Many businesses still make the mistake of thinking a website is just a brochure 'on the internet' for products and that it will magically just work!. They create it, leave it, and wonder why it’s not generating any traffic, let alone converting visitors.
It’s impossible to make an entire website relevant to everyone that visits. Instead, businesses should tailor separate sections of the website to what their customers will be interested in.
We are working on a site right now with 2 distinct audiences, teenage girls and their mothers. Our challenge in the design and structure is to meet those 2 different targets and we are guided by what our client tells us about what she undeerstands of her market.
Who are your customers and what are they looking for?
How do you segment them, it could be age, it could be demographic, it could be desires and goals, it could be needs and wants. Your answers will determine the content that will be on key landing pages of your site.
What do you want people to do when they get to a page?
You need to be clear about what it is you want visitors to do when they arrive on a page. Clear Calls to Action are critical for the key pages of your site - in fact all p-ages should have some kind of call to action on them - a point to reading and acting on the information.
Be mindful what the 'conversion' might be - is it a order, a booking form, email subscription - what is the action you want to see happen?
K.I.S.S - Keep it simple stupid
We also advise our clients against making call's to action too hard - yes, you need to get information and you need to segment details - but don't make it a burden - you have about 10 seconds to get them to respond. If your form or process is confusing or long winded - you can forget it. Just get the bare facts - you can grab the rest of the information in a more personal follow-up.
Finally, pay attention to how your visitors respond to your triggers, review your weekly reports and then collate your monthly data. For more in-depth analysis, talk to us about Google Analytics and how this tool can provide additional information to support your sales methods.
We have quite a few clients who are now using our Pulsar Package coupled with ongoing Customer Care to really understand what is occurring with visits and traffic and assist with getting more clients 'over the line'