5 Tips for Converting Site Visitors to Customers
Growing your business online translates into converting visitors into buyers. It’s important to raise awareness of your brand, improve your search rankings, and get traffic to your website and social media accounts. Once visitors arrive, you have a short time to capture their interest and make a sale. The following five-step formula will help you improve your sites conversion rates and sales.
1. Know your target audience.
A deep understanding of your customers is critical to effectively converting visitors. For example, if you’re in the business of selling kids’ clothing online and your campaign’s ads are running on sites frequented by singles, you won’t effectively reach your target audience. To better understand your target audience, develop a profile of their demographics including traits like age, gender, marital status, income, and location. Then focus on getting to know their underlying motivations, including the major problem they’re facing and how your business solves it. You can learn more about your audience through conducting market research surveys and interviews, reading publications and websites that they frequent, and having informal conversations with your customers.
2. Make sure your website is easy to navigate.
Potential customers have a short attention span. They may be intrigued by what your company has to offer, but you’re losing buyers if your site is hard to navigate. The fundamentals of a strong website include a logical menu, clear calls to action, a clean design, and simple functionality, such as carts and social media integration. Take the time to understand why people are coming to your site: what information they want to find and what tasks they are trying to complete. Design your site to make it intuitive and enable customers to complete those tasks as quickly as possible; your strategy will help your efforts in converting visitors into buyers.
3. Focus on your customers’ pain points.
The most effective marketing campaigns make their customers feel as though they must take action to have your products now. Once you know your target audience, spend some time thinking about their pain points. How can your product provide an ideal solution to a problem that they are having? Use the answer to direct your marketing strategy. This influences your branding, messaging, and copy styles. The end result will be a marketing campaign that speaks directly to your potential customers’ most urgent needs.
4. Use clear language.
Do an assessment of your marketing campaign. If your ads are filled with buzzwords and fluff or your product landing pages contain a bunch of technical language, it’s time to change your strategy. The most effective advertisements convey a clear, direct message for potential customers. Keep in mind that you aren’t running an ad campaign to impress other professionals in your industry with technical language. Your goal is to convert visitors to buyers. So focus on being direct and relatable. Answer the question “what does your product do, and for whom?” And always provide a simple call to action.
5. Make sure your products are competitively priced.
If you are making a purchase online, chances are your decision to buy will be influenced by price. While price is not the only factor for potential customers, it is key. Make sure your products are priced right. Take a look at your competitors and the big name shopping websites to see if your pricing is on target. Consider your pricing strategy if you want to convert visitors to customers. It’s not always necessary to compete on price, but if your prices are higher, you need to explain why.
Getting traffic to your website or into your store is the first step to improving business. It’s critical that you have the structure in place to convert browsers into buyers. Get to know your customers and gear your messages, products, and pricing to their needs. Your conversion rates will skyrocket.