Top ways to convert online browsers into online buyers

In a digital world, there is a host of new ways being used to get the attention of the public. By engaging in effective online marketing, SMEs have a far better chance to achieve greater sales. A process known as Conversion Rate Optimisation is the most effective way to get this done.

Simply put, Conversion Rate Optimisation is how business can best take their website traffic, and convert it into actual paying customers. To get those tills rolling, here are some simple tips to turn browsers into buyers.

1. Get in the customer’s face with a direct “call to action”

A site that looks good is one thing, but until you actually tell them what to do, they won’t know. Something as simple as a headline reading “Buy now!” or “Join our mailing list for exclusive discounts!” will get their attention, and engage them in an activity that will have them buy what you’re selling.

2. Testify!

Consumers love a solid endorsement. A good testimonial about your product or service gives potential customers the confidence they need to feel the company they’re considering has the bonafides to deliver what they’re after.

3. Call a spade a spade

The old saying goes, “People don’t want a drill, they want a hole”. This means customers make their purchasing decisions based on what the product does, not how it does it. A company which sells spanners will sell more of their units by telling the buyer what the tool does, rather than describing “how” it does it.

4. Add an SSL Certificate

The information you send on the internet is passed from computer to computer to get to the destination server. Any computer between you and their server can see credit card numbers, usernames and passwords, unless it’s encrypted. The best way to do this is by using a Secure Sockets Layer (or SSL) Certificate to improve site security and build the trust a number of consumers look for when it comes to online retailing.

5. Operators are standing by!

By adding a Live Chat function to your site, you have a chance to directly engage with your customers who may have additional questions about your product/service. This also allows consumers to engage with direct feedback, or have any issues solved which may be holding them back from making the purchase.

6. Keep it simple

You’re going to want to remove any unnecessary navigation and links to different parts of your site so consumers don’t get lost and distracted on the way to the checkout. Customers want to buy what you’re selling quickly and effectively. Let them!

7. Make the most of “FOMO”

Nobody wants to see an opportunity for a bargain go by. By adding a countdown clock, you’ll be making the most of one of the consumer’s biggest motivators: the fear of missing out. You’ll see countdown clocks on most major airline websites, motivating people to lock in the sale now. They really do work.

8. Don’t lose them at the checkout

Online retailers of all sizes will tell you that the biggest pain they experience is when customers get all the way to the checkout only to abandon their cart at the last minute. Often this is because they’re being asked too many personal details. Keep it simple and the process to a minimum number of steps, then reap the benefits.

9. Speed things up

Attention spans are limited in the online world, so maximise your site’s loading time or risk losing potential customers. Don’t lose a potential sale from someone unwilling to wait for that extra nanosecond.

Maddison Sellect, Chief Business Development Officer, VentraIP Australia

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