Thanks to information communication technology (ICT), customers have access to valuable information before they make a purchase decision. Before they buy an item on your website, they are likely to visit other sites to compare prices. The client can also research more about the product and find out if there’s a better quality on offer. Some clients are too conscious about a company’s image and can never purchase from a firm with a bad reputation. These are the people that look through the reviews and research about the working conditions of employees. All in all, what this means is that people may take time to make a purchase after they visit your website. The following are steps that you can use to entice them and create a money funnel that makes customers convert most of the times that they visit your site:
Organize what you have
If your website has been live for a while, you have wealth of information that you can use to understand consumer behavior. Information such as the time of purchase, frequent buys, frequent visitors, most searched item, and many more variables can help you predict consumer behavior. However, the data is in plenty and scattered all over the system. In order to use the data, you need a proper segmentation strategy. One way to segment your visitors is to find out what motivates them. For example, the people that search for household items may be married if you check their account profile. Use this information to create an advertising campaign that focuses on the motivational factors.
How do you React to Customer Detours?
The second step to increasing your website’s conversion rate is handling clients that leave your website without making a purchase, especially after they have kept items in the cart. Do something to entice them. For example, you can offer them a huge discount if the make the purchase immediately. While still on the issue of customer reaction, you should also monitor your firm’s emails and social media accounts. Make sure that you reply to all queries on time. Most importantly, make sure that you provide the client with solutions that they can understand and actually work. Such responses can make the customer change their mind about something and make an online purchase.
You might have a plan to target specific customers with certain ads thanks to your detailed segmentation process. However, you shouldn’t stop the monitoring. Sometimes, a client can click on a link that they find interesting only to abandon the process midway. Take time to see what went wrong. For example, once the customer clicked the link, did all the pages open on time? Did they fill the screen? Perhaps the customer left because the page did not open up completely. Another question that you could ask is whether there is a clear call to action on the links. Was the customer properly enticed? Perhaps the customer left because they didn’t know what else to do after opening the link. Getting rid of such errors can help you get back on track and increase your website’s conversion rate.
Educate the Visitors
Don’t allow users to visit your website and leave it to go find more information elsewhere. They might find a better deal and buy somewhere else. Your support team should be ready to help them immediately they visit the website. Use live support so that customers know they are talking to someone instead of a bot. Make sure that your team is well prepared to answer any questions that the visitor may have. If they promise to send the client an email, they should do it promptly. Being helpful to the customer always helps build trust and more conversions.
If you want to optimize digital sales, you can use the above strategies. However, since there is no one size fits all formula, try all of them and settle on the one that works for you best.
By: Walter Bodell