[POSTED BY FRANCOIS MUSCAT of WSIOMS.CO.ZA ]
Much of the talk in the world of online marketing is about drawing readers to your site. But that’s only the first part of the process. Your focus should really be on making sure that, once readers come to your site, they become paying customers.
The principles that drive conversions in online business are not much different to those in brick and mortar retail spaces. It’s all about your product, how you package it, your prices, your service and the environment. If a customer walks into a well laid out and designed shop, is met by competent and helpful staff, and finds good value for money, he/she is likely to make a purchase. In the online space, the same principles apply. Consider these five important actions to convert site visits to sales.
Make your USP unmissable from the first click
You can’t give visitors time to look around the site, not find what they need and move on – because they will in less than half a minute. From the moment they enter your site, if it is not already apparent from the social media post or email they clicked through from, your USP must be obvious and unmissable. Spell it out. Be classy and clever but never subtle.
Engage your visitors
Don’t just offer information passively – invite readers to interact with you and your product. Offer a tester of your product and ask for feedback. Keep them thinking about the product and engaging with it.
Avoid clutter and give your clients breathing space
Cut down on the text and make good use of white space. Offer only the essential information and allow your customers the space to make their decisions.
Everyone loves a bargain. You don’t have a live salesperson on your website to upsell and/ or haggle with your clients, so you have to let the website itself do that work for you. In addition to your central USP, offer add-ins, complementary products and packages deals. Always put a time limit on those to encourage the purchase.
Maintain a relationship after the sale
From a “thank you” mail to follow-up offers, continued post-sale communication with your customers are always a good idea (unless they say otherwise, of course). Show your appreciation and they will likely return the favor.