HOW TO TURN WEBSITE VISITORS INTO CUSTOMERS
May 01, 2013
At The Creation Lab we often get asked about how a new website will increase sales. After all, this is what everything boils down to. While you could be getting hundreds or even thousands of visitors a month, if you’re not seeing an increase in sales, what’s the point?
A good place to start is to put yourself in a potential customer’s shoes. What are they looking for? After you’ve assessed this, it’s easier to see how you can change your website to suit their needs.
Here are 4 common questions web users ask before they buy, and a few tips on how you can meet their needs:
1) Can I trust this company?
If someone is going to part with their money, especially in an online environment, they need to know that they can trust the brand. It doesn’t mean that you have to be Amazon or Ebay, you just have to show that you are a company made of trustworthy human beings.
Help your web visitors put a face to the name with a promo video on your homepage. Video has been proven to increase your chance of sales by up to 6 times. Another way to humanise your brand is to include a “Meet the Team” page.
You also can build trust with your web visitors by reminding them of your accreditations. For example, online travel agents should display ATOL and ABTA icons on their homepage, and if you are a hair salon – how many courses have your staff been on?
2) Do they have what I want?
It may seem simple, but if a customer can’t find what they are looking for within a few minutes, they are going to move on. Make it clear what you are selling, and if it’s a large variety of products make it easy to find specific items with a clear search tool.
Even though you may not have exactly they’re looking for, it’s still possible to get a sale using the power of persuasion! Work out what your unique selling point is and shout about it on your homepage – don’t let your web user move on without letting them know what you can do for them.
3) Are they popular?
If you’re applying good SEO techniques there’s a large chance that your potential customer won’t have heard of you before visiting your website. They will want to know whether you are a popular company that previous customers approve of.
Uploading testimonials, case studies or a portfolio to your website are all excellent ways of showing that you’re a company people love buying from.
4) Are they the best value for money?
Like it or not, the price is one of the largest contributing factors when potential buyers are making a decision. The chances are that if they find the exact product at a lower price somewhere else, you’ve lost them.
Can you offer the lowest prices around? Make it clear both on the homepage and on your product pages. You should also highlight free delivery – even if your product is more expensive, the prospect of free delivery is much more appealing to a potential customer.
It doesn’t matter too much if your prices are higher than your competition, as long as you can explain your reasons why. Perhaps you offer a bespoke, tailor-made service, or your products are made from eco-friendly materials. Convince your potential customer than it’s worth paying the extra money.
Need any extra help? We’d love to answer your questions!
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