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Converting site visitors into paying customers…

It’s becoming a huge battle to be noticed amongst the many companies that exist online, the number of which that has increased exponentially since the pandemic began. The work involved with getting people to click through to your website is significant enough, but what then? How do you move them along from being someone that’s casually checking out your site to an actual, bona fide customer?

You may feel this is out of your control, i.e. pushing people from thinking about you to doing something about their thoughts and adding products to their basket or inviting them to phone you with an order or enquiries. To some extent, it is out of your control, as we’re beings with independent thought and actions.

But that doesn’t mean we can’t be influenced.

Subtle tricks and techniques can ramp up the probability that the people coming to your site will turn into customers that give you their money.

So, what are these tricks?

Paying for an online purchase with a credit card

Make sure your product is something they believe they want or need

How you describe and sell your products can be the difference between a potential customer with a passing interest in what you sell and someone who absolutely has to have it. This means leveraging demand, something covered in this article by ITK Magazine.

If you clearly sell the benefits of your item, and the impact it would have on potential buyers’ lives, then half the work is done.

Give them all the info they need…

…but not any extraneous details they don’t. Your website copy should be focused on benefits and outcomes as mentioned above. It should speak TO your customer, not AT them; it should not be a condensed history of the company or your life’s memoirs. Simply because, the reason someone makes a purchase has little do with you, it’s all about them.

Tell them what they need to know to make a buying decision, but not so much that you bore them silly and they lose interest.

Make it easy for them to buy

This may seem obvious, but you’d be surprised how many companies make it difficult for their customers to buy from them. From having a perpetually broken checkout/payment system, to insisting they order and pay over the phone, to not even mentioning how they can purchase your products, this crucial step is easily overlooked.

Forget fancy graphics if you’re on a budget and invest as much as you can afford in an e-commerce payment solution, and include as many different payment methods as you can. If you’ve convinced someone to part with their dosh, why would you talk them out of it with limiting systems and payment hassles?

Reassure them

From case studies and testimonials to offering a guarantee, take all the risk out of the transaction. If potential customers come up with similar hurdles that they have to get over or justify in order to buy your product, work at removing these or qualifying them.

Try different things

Successful online companies have different landing pages for the same product, upon which they try different techniques and changes to their copy/selling approach. They then compare the results and build on the most successful. If you only stick to the same technique, how will you know if it could be bettered and could result in more sales?

Don’t allow them to change their mind

Try and lock them into a purchase there and then, because once they’ve clicked off your website, however much they wanted your product at that time, you risk them changing their minds and not coming back.

Create an ‘Are you sure you want to leave?’ pop up box that prompts them to purchase if they move to click away from the site. Consider giving them a discount or other incentive to follow through with their purchase.

Set up an ‘abandoned cart’ automated email reminder—people cut short the purchasing process for many reasons, not necessarily because they no longer want the item they’ve put in their basket.

If you engage Facebook advertising, add a Facebook Pixel to your website. If someone abandons their purchase on your site before it’s completed, they could find a targeted advert displaying this very item the next time they look at their Facebook feed.

Study your analytics

Maybe there’s a certain place or page of your website where people commonly drop off/click away. Your analytics can provide great insights into the activity of your visitors, and if there is an aspect of your site that’s not working for you, your analytics will highlight it for you to address.

Understand your SEO and PPC efforts

These tools exist to pull the right people to your site. If you sell alcoholic products and your social media marketing strategies and Google are pulling tee-totallers to your site, you’re never going to make a sale.

Review the performance of your SEO efforts and ensure your PPC parameters are set correctly—even if you outsource these services. Because, if people who are already looking for your products are directed to your site, it will be much easier to get their sale!

These are just a few of the things you can implement to increase your conversion rate, i.e. the percentage of visitors to your site that turn into paying customers. We can help you in this regard; call 07983 575934 or email


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