What is even more valuable than visitors to your website? Visitors who become paying customers. If they don’t, it’s like having a physical store where people come in and browse – but never buy. So just how do you increase the number of visitors who become buyers? Make your website work for you by paying attention to these four key areas.
- Make Your First Impression Count
Think of your website as your storefront. If you walked into a cluttered, dirty store with poor lighting, the chances are you’d go elsewhere. The same is true of your website. Your landing page should be attractive, uncluttered and easy to navigate.Your website should look fresh and current – a website that looks outdated or untouched will leave your customers wondering if you’re still in business.Many people browse the web on a mobile device – make sure your website displays well on mobile or you might find yourself missing out as customers leave for more mobile-friendly sites.
- Sell The Benefits Loud And Clear
If the benefit of your product or service isn’t immediately obvious to your visitors, you run the risk of them hitting that back button within seconds. Your home page is not the time to waffle (in business there is never a good time to waffle).How your customers will benefit from your product should be front and center stage. This is your business message and how well you convey it will have an impact on your visitors’ actions. Consider adding some testimonials to let your customers know why other people like them love your products.For example, if you sell custom built kitchen units, don’t simply say “we offer six types of finish on each hand made unit.” That’s a feature, not a benefit, and people buy benefits. Tell your visitors what they stand to gain: “Have a kitchen that’s all your own and enjoy cooking and entertaining like never before with our custom cabinets, made just for you.”
- Understand And Personalize
Understanding your visitors is a vital part of getting the results you want. Through market research, metrics, and just plain talking to your customers, you can build up a strong picture of your customer base: what they like, what their concerns are, and what they’re looking for from a business like yours.Once you have your ideal customer in mind, build your website content to speak directly to their concerns. This way, you’ll let them know that you understand and empathize with them and can offer solutions that will make their lives better.If you have the capacity to personalize your visitor’s experience with suggested products, a personalized shopping cart, or remembering their preferences, you’ll make them feel valued and more inclined to shop with you.
- Have A Clear Call To Action
Many websites suffer from too many calls to action – or not enough. Shouting “buy now” at every turn with pop ups isn’t the way to go. But on the other hand, talking about your products without making it clear what you want your audience to do, will cause you to lose sales.What action do you want your customers to take? Tell them clearly. Don’t just tell them what you sell, include an obvious call to action – “buy here”, “click to enter our online shop”, “start building your custom order today”.Your website is one of your strongest assets. Make sure it’s attractive and easy to browse, tells visitors immediately about the benefits you offer them, and makes it easy for them to take the next step. In that way you’ll build a website that tells your story and guides your customers to take action.
What are your experiences with guiding your audience to complete an action, like buying a product or signing up for your free e-book?
Let us know in the comments below.