Attracting visitors to your website is only half the battle. The next step is to convert them into loyal customers. Take a look at the 5 step conversion process.
Converting website visitors into customers is great. Retaining those customers and encouraging repeat business from them is even better.
Take a look at this five step conversion process that will help you to understand your website visitor’s thinking process at every step of the way from Internet searcher to loyal customer.
Before someone can become your customer, they obviously need to find your content. Make your website as visible as possible on the web. Try:
- Online Advertising for tips such as using Google Adwords and advertising in social networks
- Online Marketing for help with adding social sharing buttons to your site and more
- Search Engine Optimisation for guides on making your website more search engine friendly
Realisation Of Need
Once someone has found your website, you’ll need to convince them that they need your products or services. This can be done through written content and graphic diagrams that help to show your visitor how much better off their lives would be if they were using your product or service.
To do this, you’ll need to start by keeping them on your website and helping them to find the content that they’re after. Check out these website design resources to make sure your website is up to scratch.
After realising that they need something, it’s important to remember that many people are likely to shop around before they make a purchase.
You may have done all the work to encourage your visitor to purchase but they may still make that purchase elsewhere. Help your visitor to understand that you are the best possible option for their purchase by making it as easy as possible for them to buy. Consider displaying comparison charts as well as alternative options to show your visitor why they shouldn’t bother looking elsewhere.
Your visitor’s mind is completely made-up and they have chosen to purchase from you, but there’s still a risk that you could lose them if you haven’t set up everything you need to seal the deal.
Online shopping cart services (for both products and services) can help to ensure the visitor completes the deal within minutes, but they can also be difficult to maintain and get just right. And if your website design gives a reason for the visitor to lose trust in your website’s security, you could be saying goodbye to your visitor before the deal is complete.
While there are many online shopping cart services available that you can set up yourself, it may be a good idea to leave it to the professionals. Give one of these eCommerce specialists a call before making your decision.
For many people, the process ends there. But there’s one more stage that’s essential for any company looking to grow …
The easiest people to sell to are those that have already bought from you. By encouraging repeat business, you may end up saving money on your advertising and promotional activities as you’ll have less need to attract new clients.
Retention of your customer’s loyalty is best established through:
- Ensuring their initial purchase experience is top class and bug free, including (and sometimes even most importantly) the final delivery of their product
- Capturing their details so that you can keep in touch (think newsletters or special member areas)
- Putting quality customer support services in place (think support phonelines, online chat or even support forums where buyers can ask and answer questions)
Sometimes we can be too close to our projects and may think that our conversion process is complete and world class. Even so, it’s essential that you test the process with other people – perhaps friends or family but preferrably people that don’t already know what you are offering – and consider putting their feedback into place before launching the process into the public arena.
Even better, contract the services of a professional conversion specialist to find a solution that’s right for your website. Good luck!