Because people get everything they need from the internet now, businesses require usable website. Without a website that works to convert customers, you can be losing out on potential growth and profits. However, you can’t just stop at driving customers to the site itself — you have to find ways to convert them to purchasing.
Once a customer comes to your website, you also have to provide them with content or tools that convince them making a purchase with you is the best choice for them.
If you’re selling a product or a service, you don’t only want the customer to come to your website to simply view what you offer. You also want to convert them to a paying customer or subscriber so that they will enjoy your business offering as well as a return to the site again next time.
Luckily, there are many different ways to accomplish this goal, and some are simpler than others. Some tools, like social media, don’t have to cost your business anything other than a time investment.
Other tools, like videos or chatbots, can have a slightly higher price tag, but ultimately will be worth the time and money you put into them.
At the end of the day, it’s all about creating the best possible experience for your customer. You want to provide the latest amenities in your physical business, so why would you skip out on your website? Here are a few tools you can apply to your website to convert customers online:
People are most attracted to businesses that provide opportunities to talk with real people in order to get questions answered. Chatbots are a great way to get initial conversations going with customers as they come to your page. It’s worth noting, however, that you should be careful and specific in how you implement chatbots.
You want to use chatbots in such a way that they are meeting specific needs for your customers. This means you need to know what kind of customer you’re targeting on your site. You can then cater what the chatbot offers or says to that type of customer.
For example, maybe a customer has come to your page to compare you to a competitor. It could be a good idea then to have your chatbot pop up on the screen and invite the customer to request a demonstration of your product or service.
This way, you have a human presence answering the need for the customer without them having to dig too far on your site on their own.
As another example, you may have a customer who has added an item to their cart and then clicked away from the next step in purchasing. It can be helpful to have a chatbot that alerts the customer to this while offering a discount of some kind.
Maybe the chatbot tells them their item has a sale or coupon they can apply, or that if they purchase in a certain window of time, they can get free shipping.
You’ve most likely heard of “content marketing,” in which customers consume content that is catered to your product and offers a “soft sell.” Usually, this comes in the form of a blog post or article. However, a lot of content marketing is now moving to video.
Videos have been shown to be a much more effective form of content marketing. For one thing, customers don’t like to read massive chunks of text, especially if they’re on their mobile devices (which they usually are). For another, customers have reported that video content helps them to make purchasing decisions.
When it comes to video on your website and conversion rates, the numbers don’t lie. According to Forbes, videos embedded on company landing pages can increase conversion rates by up to 80 percent. That’s the type of increase that could really benefit your company and customers.
In order to get started with video content for your website, you should plan for what kind of information your customers will most likely need and choose the appropriate tools to help you create that content. An introduction to your company and the services or products you offer can be a great place to start.
From there, you can branch out into videos specific to each service, if applicable, or videos that explain potential issues or updates in your industry.
3. Social Media
Finally, one of the most important tools any business can use to convert customers is social media. This can consist of a Facebook page, an Instagram profile, a Twitter account, a YouTube page, or any combination of all these together. In fact, in some cases, it’s helpful to have one of each, as long as you use them appropriately.
You can use social media to drive customers to your website a variety of ways, depending on which platform you are using and what kind of action you want from your customers. You can, for example, offer a Facebook-specific discount code for a limited time that people following your page will be able to use.
Additionally, you could provide new video content or special tips and tricks available only on your YouTube, ending each with a push for customers to check out your website for more.
The average person will spend a total of 5 years of their life on social media. Much like having a website, you’re truly missing out on new opportunities if you aren’t using social media. Because using most social platforms is free, you can experiment with the best way to tap into your customer base.
Most platforms offer business insights for free provided you create a business profile with them, and you can use that data to best tailor your conversion efforts.
Regardless of how you decide to reach your customers, finding them online can have long-term benefits for your professional relationships going forward. Because most people are online a lot of the day, you’ll be meeting your customers where they already are.
You’ll also be available as a resource in other areas, and you’ll be able to attract new business over time.
Avery T. Phillips is a freelance human being with too much to say. She loves nature and examining human interactions with the world. Comment or tweet her with any questions or suggestions.