You’ve built the website and started marketing – but what’s the secret to converting those hard earned visits to sales? There’s no magic formula to creating a successful website but there are plenty of ways to help convert your visitors into customers. Make your online shop sing with our key rules to boost online sales…
1. Get to know your customer
Easier said than done, right? You’ll be amazed how many big companies don’t know who their customers are or where they come from. Make sure you’re one step ahead of the rest by tracking your customer’s purchasing journey. By getting to know your customer you can clearly see which of your pages convert, what’s your most effective source of referral and even figure out those tricky exit points.
There’s an amazing array of web analytics tools out there but few that offer real-time analytics where you’ll have the ability to watch your customer jump from page to page. This type of feature will allow your sales agents to spot the best leads at just the right moment to clinch a sale.
2. Talk to your customer
We’ve all been there. Found the perfect product only to be stopped in our tracks whilst purchasing online. We’ve wandered off to try and find a “contact us” page only to find a form where they’ll get back to you within “24 hours”. Crash, bang and off your customer goes to the next shop listed in Google ads. By engaging with your customer throughout the purchasing journey you’ll head of any issues before they even start.
Few tools do the job as well as a live chat function on your website. This nifty tool gives the ability for your sales or customer service agents to chat instantly to customers via an online writing tool. With live chat, you are able to instantly view details of a user’s previous visits, chat transcripts and products they’ve already looked at. By setting up a series of live chat rules you can engage with your customer at the most opportune moments to complete that killer sale.
3. Help the user trust you
Making your customer’s life as easy as possible will inevitably lead to quicker, better sales. A key customer support system is essential to resolving any issues quickly and efficiently. More importantly good customer satisfaction leads to brilliant business reputation– all of which you can sing from the rooftops on a social media outlet of your choice.
A good ticketing support system will allow your agents to escalate the issue quickly to other departments that can then help resolve the issue. You will also be able to keep a track of reoccurring issues, resolve them and respond to the customer via email. A job well done.
4. No one customer is the same
It’s a tricky one - you want to treat every customer that comes along as an individual but just don’t have the resource to do it. Well it’s not as difficult as you might think. All users of your website will share common goals and by using systems that allow you to set rules around these goals you can make your customer feel like an individual whilst still driving economically viable sales.
Live chat software allows you to set multiple rule-based dynamic invites or send manual invites whilst watching visitor activity. You could for instance set up a rule to engage your customer with a live chat if they’ve visited a particular page twice or are just about to exit your site! Apply rules the majority of the time but don’t be afraid manually interact when your sales agents spot the best leads.
5. A customer is for life not just a session
At the beginning of this article we talked about getting to know your customer. Well really the bottom line is there’s nothing more important than this. Track, track and track again – then learn from it. But remember, it’s not just about a one-time visit. Visitors will interact with your website time and time again.
A recent report by Neilson/SeeWhy found that the top 10 converting websites were far from intuitive, lacked clear call to action and had longer shopping processes that most. So what was the reason they were so good at converting customers?
They were direct marketing companies at heart who based their business around making a second, third and fourth sale to the same customer, thus driving profitability. By using tools like prospect detection you can track your customer over multiple visits and engage with them to make multiple sales.
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