Now that you have your website all set up and you even got that visitors flow that you wanted so badly, a strange phenomenon can sometimes happen: you get visitors, but no customers. Actually, this happens more often than you might think. The thing is, the online world offers so many choices for buyers, that you really have to stand out in one way or another to convince them to be your buyers.
The conversion rate is exactly what this is about and it means turning your online visitors into your online customers. And if your conversion rate is pretty down right now, it means you should stop wasting time and money on the wrong strategies and start learning how to focus your efforts in a more profitable way. There are three major signposts that you must consider for a successful conversion rate: find your ideal customers, have them spend time on your web-pages and make them recognize you, so that they will come back and buy from you.
This article will talk you through these three major demands of attracting your potential clients and give you strategies and tips on how to make the most out of them.
Seek for your buyer personas
Your buyer personas are your ideal customers, the people that are more likely to respond to your products and services and the people your business is most relevant for. You need to identify these people, reach to them and show them that you are offering exactly what they need.
- Try to understand and know your potential clients. You should create a chart and identify your customers by some specific criteria: need, income, profession, education, age and gender. Use these criteria to figure out who your ideal customers are and to whom is better to reach out to. After you do this, you will be able to create more appropriate, more relevant and more powerful content for your potential buyers.
- Find your buyer personas. Now that you have identified your niche, you can easily adjust you ads and your content in order to reach to them. Avoid spamming because it usually annoys people, and in return, share relevant information and products. Use all the information you can get from statistics, demographic information and research to also understand where your potential customers mostly are and where to share your content.
- Good old SEO can be of real use in this sense too. Google likes fresh and dynamic content, true, but you have to see to make it relevant to your ideal customers, as well. A good idea is to create a blog within your website and post content with relevant keywords that will optimize your entire website. This way, you will also give your customers an extra reason to find your website even more interesting.
Keep your visitors browsing through your web-pages
One of the best features of the internet, but from another point of view, one of your worst nightmares about your online business, is that customers have so much more choices at hand than they would have in the physical world. If they don’t like a particular website, all they have to do is click ‘back’ and try a different link. You must not make them want to click ‘back’! The more time visitors spend on your website, the more likely it is to convert them.
- Having a very user friendly website is one of the top aspects in making a visitor like you. An impression is made in a matter of seconds, so make your visitors feel comfortable by offering them a pleasant interface and, mostly, ease of use.
- Keep your technologies up to date and invest in the latest features and functions. Visitors are attracted by current and trendy designs, so take advantage of that.
- Use intuitive navigation by having a very well organized website with very user friendly navigation. You must keep your customers feeling connected to your business, by showing them relevant products and easy access throughout your website from the pages they have landed on.
- Include search capabilities on your website because customers need information and they need it quickly. Do not rely on your visitors attention spam, but do your best to serve them the targeted information that they demand easier and faster.
- Last but not least, actually a pretty important one is having relevant and attractive content. Customers must get a good overall impression from your website, but more than that, they must find your content to be interesting in order to make them come back. Pay attention not to make it boring or plain, but also do not make it seem heavy or loaded. Try and find a balance by highlighting to your customers that you understand their needs and how can you help them…through your content.
Brand recognition brings in real clients
In order to become your customer, a visitor must come back to your pages for several times. We talked about how to identify your ideal clients, how to reach to them, and how to make them stay on your pages, but now we must also talk about making them remember you and come back to you. Your website is your 24/7 sales person, so you should make the best of it.
- Identify the sections of your website where your visitors and customers spend the most of their time and promote that content. Optimize and highlight those sections to attract them back.
- Start relevant conversations and discussions about your field and around your most popular products. This will gain your customers’ attention and interest and it is very likely to make them return.
- Share testimonials and success stories. People like to see other people’s happy experiences. It will give them confidence in your business and your products and it will help them make their minds about becoming your clients. So, share these types of stories or reviews whenever you have the chance; maybe even create a different section for those.
- Integrate with the Social Medias. Create profiles for your business on every Social Media you can think of in order to attract the new generation and not only. You will increase your customer interaction and you will become more popular by raising awareness about your business.
- Make your website mobile friendly because mobiles have become a very important source of online searches. People will like to see how easy they can connect with your website. This might really be something to differentiate you from your competitors and make customers choose you over others.
- Create your brand by sending consistent brand messages. We already mentioned having multiple profiles on social platform besides your original website and it’s highly important to keep your message the same everywhere. Use the same logo, the same colors, brand and contact information. This will make it really ease for people to recognize you when they see you again, especially if you already offered them something valuable and relevant to their needs. This single point is, actually, at the base of this third major demand of making people recognize your brand and having them back as real customers.
To be honest, everything this article talked about is not actually rocket science. There are just a few basic principles you should take into account and some simple strategies to help you with that, so that your efforts will not be in vain and you will have both short term and long term results. Basically, you have to identify your target, offer what your target customers need and make them remember you in order to come back to you and actually buy from you. If you can focus your efforts in the right direction, results will appear nonetheless.