When the perfect opportunity arrives to turn more shoppers into buyers, the pressure is on. And that time is now.
The National Retail Federation predicts a 4.1 percent increase in sales for this holiday season over last year’s holiday sales. Total spending for November and December should hit $616.9 billion, which is more than 19 percent of retailers’ total earnings for the year.
Converting customers online involves not only the sales pitch, but website design and layout, as well as creating special call-to-action strategies so you lose less customers in the shopping process. If a consumer is already on your website, you know they’re at least interested in what you have to offer, putting you one step ahead of the game.
Here are a few tips on how to convert shoppers into buyers:
Check Your Bounce Rate
Take a look at your website analytics to see how long customers stay on various pages. If you get a lot of traffic but still have a high bounce rate you know your PPC ads, email marketing and social media efforts are working. The trouble is you simply can’t keep shoppers on your site once you’ve lured them there.
Ask yourself if you're delivering what was promised. Make sure your marketing efforts are leading them to exactly what your ad or marketing campaign stated they would find, not necessarily your home page or most popular web page.
Give Them Quality Information
If you advertised certain information, make sure your descriptions are easy to find and understand. If you sell a specific product, details should be simple and clear. This includes items such as weight, color, size, etc. You may also want to include customer reviews and high quality images of your product.
On the other hand, if you're selling a service, be sure to include details about what is included with your services. You also want to provide more information so that your website visitors can find the information they need with a few clicks.
Increase Your Credibility
Make sure your security certifications are clearly visible. If you’ve won any awards or have credible associations or partnership, post those as well. In addition, highlighting customer testimonials can be a powerful credibility tool. What others say about your business goes a long way toward building confidence for first time customers.
Looking at the overall success of your website and the information that you are providing for your visitors, will help you make the changes you need to ultimately convert shoppers into buyers.
Photo Credit: iStock/Thinkstock
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