You’ve built the site, launched the store, and have plenty of visitors – but no sales. How do you convert your visitors into customers?
Do you understand who your clients are and how they buy? Are they an emotional buyer? Impulse shopper? Informed Consumer? Bargain Hunter? Different shoppers react to different messaging. The value shopper is about price – they want the best deal and the Internet gives them the tools to find it.
Maybe your client appreciates customer service – which is one of the best ways for small businesses to outperform the Big Guys. It drives me crazy when I call for support and I am routed to some offshore call center to a person I can barely understand who is reading a script. “Yes, I turned on the power button.” Good customer service is everything in my book and I am willing to pay for it.
Understand what motivates your client’s buying decision. If they are shopping for a German Luxury Car it’s about status, prestige, and amenities. Does your message tap into those emotions?
Call to Action
I visit sites all the time and often leave feeling “that was nice.” Without a clear Call to Action, I wasn’t motivated to do it anymore. Don’t make your clients guess what you want from them. Tell them, make it clear, and make it easy for them to do – SIGN UP – CLICK HERE – BUY NOW – SHOP TODAY.
I love late TV, especially commercials. “Quantities are limited, Call in the Next 10 Minutes and we will Double Your Order.” QVC even has the inventory count showing they are running out, so you better hurry – I bet they have a ton of that stuff in the back.
Coupons and Rewards
Who doesn’t love a deal? Offer coupons, especially when you are doing a local search. But if you offer coupons on different sites or mediums – use unique coupon codes so you can track what works and what doesn’t.
They say (I don’t know who they are, but they are a great source for articles like this one) it’s a lot easier to keep an old customer than getting a new one. Your customers have demonstrated they trust you, they are willing to buy from you – so make sure they are happy. Consider rewards programs for frequent shoppers, motivate them to come back. Give them credits or gifts if they refer a new customer that buys – it’s cheaper than paying a sales staff. But most important – make sure they are happy, engage with them, and ask them what you could have done better.
Sometimes it’s just nice to be asked!
Keep it Simple
Your clients have lots of choices where they can spend their money. Why should they buy from you? What is your value proposition? Make it clear and simple. Then make it easy for your clients to reach you or to buy from you.
Think about a free offer to download an ebook. Sure, I’ll fill out a short form with my name and maybe an email, but ask for too much and I am outta here. Shopping cart abandonment is often because it’s too hard or I’m on my eighth screen of your trying to collect more data or up-sell me. “No, I don’t want matching labels, no buyer protection for my DVD.”
Be timely, don’t send canned responses.
Yeah, I know we are all busy. But when people are trying to spend hard-earned money with you they deserve your full attention. Read their emails, their comments and respond. Thank them for their feedback.
If they are complaining, check your ego and listen. Could you have done something different for a better outcome? Can you make this customer happy? Is there concern legit? We all make mistakes and I have found in our business that if you own up to them, most of our customers are reasonable. But they want to be heard and they want to be acknowledged.
Test, Test, and Test Again.
The only way to understand what works is to try new things, but test the responses – we call this A/B testing. “The respondents clicked twice as often when the button was green.”
Experimentation helps you to figure out the best strategy that suits your business. Because not all customers are alike, testing helps you determine who responds to what. Change your style of writing, change your look-n-feel of ads, change where you place ads and ultimately measure the results.
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