Your conversion strategy, a plan to change hits into sales. Here are some pointers on translating web traffic into sales. Previously in this post series, we looked at the Proposition Strategy, followed by Acquisition Strategy. In this blog post, we take a look at how to convert visitors to customers, the Conversion Strategy.
To make this as widely applicable as possible, we break the conversion strategy into 3 steps:
The steps each play a key role and one can not survive without the other. The order you apply them in is important too. You do not want to start by telling your visitor to pay you first.
Step one: Engage – Let’s Get Social.
The internet made getting your brand out in public, possible for a bigger range of businesses when compared to TV and Paper media, but most definitely not easier. Simply posting random posts to social media, will not do. Each and every post you make reflects on your corporate image. That means you need to think carefully before you post things, anywhere online.
Your social interactions should be complementary to your end goal. The goal in this case is converting visitors into customers. Social media applications provide the platform to meet people. How you treat them once you met them determines if you are making the sale or not. Seeing social networks as an open, public space that offers easy ways to interact with strangers, is a good place to start.
You want an effective yet polite human-like approach. An approach that will not scare people away, and at the same time forge a relationship, one tiny step at a time. It is hard work and does take some time. One popular strategy revolves around helping people to solve problems.
As an example, let’s say you want to sell hammers.
- Start by telling people of different ways other people are using hammers.
- Help them to understand the purpose and the physics behind a hammer.
- Show them the latest in hammer handle technology.
- Start a hammer support group.
This list can go on, but eventually, by educating people about hammers, they are going to get interested and know exactly where to buy that hammer from. The point is that social media is only that, the place where you meet and talk to people about your products.
Is this a sale or a curiosity probe?
At this point we know how to meet new people and make new friends and that way build a following, right? Maybe, but not enough, you still not making the sale. At this point, our efforts are nothing more than talking and still waiting for business. It’s a proven fact that you can sit and wait for business, forever and never get one hit. You have to make the move or nothing happens.
Starting a conversation takes practice. A good way to get going is to NOT ASK FOR MONEY! By asking questions you can qualify your visitors. Qualify means, to determine if the person you are having an engagement session with, is interested or ready to buy your product or subscribe to your service.
The sooner you can determine if the person you are dealing with:
- a) wants to buy your product or
- b) simply looking for information,
the better you can deal with them. Answering that question, or qualifying them gives you a clear indication of what to ask next. Effectively you are steering the engagement, where you want it to go, making the sale.
If the person you are engaging, tell you he/she wants to buy, you can start with the next step towards making the sale and the actual conversion. But if your visitor’s answer turns out to be looking for info, and maybe buy later, give him/her your best proposition strategy that suits their needs.
It doesn’t matter if you are doing all of this alone or have other departments to pass on to, what makes the difference is the fact that you are responsive in a positive manner. By providing the visitor what he/she came for without hesitation, with confidence and so efficient that they leave impressed.
I know what you want – Convert!
Stop making the sale! The quicker you can respond with the best next question, the quicker your potential buyer will become aware that you are confident in what you are doing and selling. Confidence is important. Think of yourself as a buyer, how will it look if someone wants to buy something from you but you are not sure about the product you are selling?
Not knowing your product is bad and negatively impacts the outcome of your efforts. On the opposite end, if you respond with confidence the buyer will instantly feel better about their decision to buy from you.
A “Conversion” starts with you (the seller) making relevant efforts towards improving the way your customer feels about spending his hard-earned cash. This works differently for all businesses and you need to spend time to get your responses fine-tuned.
What comes next, Resources. You can only respond with confidence by knowing what you are selling and have the right tools to back your effort. This applies to every person that will be involved in the process.
I know what you want, let’s confirm.
“So that will be 2 double cheese burgers with fries…. Great give me 5 minutes and I’m back with your order.”
How many times did the buyer and the seller discuss the price? None, nothing, not once. I can go further and say that if you, at this point, have a buyer that is still shopping, you messed up something already, and need to adjust your approach next time around.
Now, by confirming the order you at the same time closed the deal and paved the way to ask for the cash.
Ways to increase conversions on your website
- Create quality content.
- Remove unnecessary form fields.
- Add testimonials and reviews.
- Target the right market.
- Add Secure Payment logos.
- Add warranty logos.
- Remove distractions.
- Add live chat to your site.
You can read an in-depth article with 13 ways to increase conversions here by Neil Patel.
Pricing with regards to conversion strategy.
Earlier in this post, we discussed how to engage, qualify, and convert visitors. It was also clearly stated that during that conversation, you never discuss price. That is because pricing is extremely important, and can make or break your conversion. But to do the conversation right, you must have your pricing displayed very clear to potential customers.
However pricing is most often the one thing that makes the deal, still, try and leave it for the very last part of your conversation. There are still many points of discussion with regards to conversion strategy and pricing can be a post on its own. But this post is enough to give you an indication of what conversion strategy is and how to apply it.
Each and every business works differently, and there is no one size fits all strategy. Feel free to contact us if you are interested in updating your website, or improving your conversion rates in your business.