You’ve spent a significant amount of time and money building your website and you’re starting to see more visitors. But now you face another obstacle: how do you get visitors to convert into paying customers? Since 96 per cent of website visitors are not ready to buy, your next step is to help them make a purchase decision.
If you are not sure what it takes to convert interested customers (or leads) into paying customers, consider the following tips.
1. Create a killer sales pitch
Your product or service should address a problem or need. For instance, if you’re a plumber, you provide services that address clogged pipes. So how do you convince customers to sign up for your service? The answer is simple: create a landing page that clearly explains how your product or service can benefit your customers and why it’s worth their money. Doing so can boost your campaign performance by 50 per cent! Just remember to keep your message simple and use a tone that’s tailored to your target audience.
2. Establish credibility
It’s important to establish credibility for your business, and testimonials can help with this. If you’ve got a good rapport with your customers, ask them to share their stories. Be sure to get listed on local review sites such as yp.ca, especially since 80 per cent of consumers trust online reviews as much as personal recommendations.
As well, consider featuring organizations on your website that recognized your business for its accomplishments. For instance, if you were mentioned in a magazine or secured a prestigious partnership, brag about it!
3. Use effective CTAs
One of the most effective ways to get customers to buy your product is to use call to actions (CTAs). A CTA is a button, image or line of text that encourages a visitor or customer to take an action. For example, it can be a “Buy Now” or “What’s Next” button. What’s great about CTAs is that not only can they help customers make an online purchase, they can also be used to get people to view additional information on your website or sign up for email updates.
4. Offer a free trial or demo
A free trial or demo of your product or service is a great way to show customers what you have to offer. If that’s something you are considering, leave a good impression by ensuring that your product or service is as good as it can be.
5. Provide incentives
Though a free trial or demo is worth considering, it may not work for every business. An alternative solution is to create incentives, such as offering a complementary product or discount. For instance, if you sell shoes, your customers can get a discount when they buy two pairs of shoes instead of one.
6. Encourage customers to call you
Sometimes, the best way for customers to learn about your business and service is by calling you directly. Have a “Call Now” button on your website that directs people to your business telephone number.
7. Nurture your leads
You can nurture your leads so that they convert into customers over a period of time. Sending out newsletters is a great way to do this as it helps you stay in touch with customers as well as providing them with useful information that relates to your business. In doing so, you are establishing yourself as an expert in your field and a brand that people can trust. That way, when the need for your type of product or service arises, your business will be on top of mind.
Evaluate results and improve
Whenever you implement new strategies, be sure to evaluate your results so you can make further improvements. Consider using Yellow Pages Analytics to help you. It’s a free tool that measures the performance of your website and advertising campaigns.