As consumers it’s an experience we’re all undoubtedly familiar with. We’ve found that product or service online we intend to buy, but despite adding to cart we for whatever reason decide not to checkout. It is a common experience for businesses too, but one that often leads to head scratching among marketing departments. So, let us take a look at some of the best ways to convert these potential buyers into paying customers.
Where to start?
Customers fail to complete a purchase for many reasons and it’s worth learning some of the more common so as to avoid any major pitfalls. Some of the biggest concerns are distractions and website issues. Given that technological advances have massively increased the speed at which we do things online, it’s unsurprising that our attention spans have taken a parallel downturn. Try to keep the process of actually making the purchase as streamlined as possible, minimising the chance of buyers clicking elsewhere.
This leads us nicely to the second matter of issues with websites themselves. This is quite a wide subject but something that can easily be addressed is accessibility. Can your website be viewed on multiple devices? Your desktop site might run like clockwork, but the vast majority of consumers actually shop online using their phones. Mobiles provide a convenience that is unmatched, and so is a prime opportunity for maximising sales. Ensure that your website can be viewed on mobile devices, including tablets. Your site may appear differently on different phone brands, though it would be unrealistic to test on every phone made, so check against some of the major brands.
Away from technical hiccups, evaluate the design of your website. Is it appealing? Is the layout intuitive? It may seem like a secondary consideration as opposed to content, but is still worth reviewing. Subconsciously how a website looks gives an impression of the company, and building trust is key to building a customer base. Assess the communication methods in place for getting in touch. Social media is one of the most popular means customers use to reach out, make sure your channels are active.
The customer journey
The next stage is to examine your customer journey to identify if there are any particular points where customers drop off. By doing so you can effectively tailor your sales strategies to combat any specific deficiencies. Software solutions are available to provide a fully integrated system for sales and to get data insights from your customers. Depending on your needs some systems provide communication solutions, including an online webinar platform.
Whilst data can provide seemingly endless insights, some of the most valuable can actually come from your existing customers. Reach out to them, see what you do well and what can be improved. Implement these going forward to see if they impact sales. Marketing is a process rather than a task and should always be reviewed against targets.
These are just a few methods for increasing conversions, but provide an excellent starting point for reviewing your sales and turning the hesitant into the converted.