New website not turning visitors into buyers?
If you’re getting the traffic but not the sales, check these possible reasons why, and how you can fix it.
You just need to follow a few basic rules.
First rule: It’s not about how pretty your new site is, or how many bells and whistles you built into it. It’s about earning trust, making it easy to buy from you, and offering real value.
Build trust into your site
If your visitors don’t know you from Adam, your have to build their trust. Tell them all about yourself: who you are, what you have to offer them, and why buying from you will be to their benefit.
That doesn’t mean just filling your site with words and pictures; it means creating a little genuine interaction with your customers. Be open and honest. Make them interested in you as human beings rather than electronic interfaces.
Invite them to subscribe to your mailing list. Show them how you’ve helped others by using case studies. Make them little human stories. Use testimonials from satisfied customers.
Keep it about real people. They’re the only kind that matter.
Make it easier for people to buy from you
The second rule: Buying from you should take the least possible number of clicks.
Make it as easy as possible for customers to navigate around your site and find exactly what they’re searching for. Don’t make them have to think.
Keep everything straight-forward and obvious.
Once they find what they want to buy, make the buying process as simple as one click.
And another thing. Don’t force them into setting up an account before your relationship’s got off the ground. That can easily lose you a customer.
Give them the simple option to buy first. Once they know you’re offering them a dependable, quality product/service, they’ll sign up.
Offer them the value they’re looking for
Rule number three: Everyone’s looking for good old fashioned value for money, whatever they’re buying.
People will only buy from your site if they recognise the real value, to them, of what you’re offering.
That means telling them exactly why they should buy from you.
How? By making sure your sales copy focuses right in on the benefits of buying from your site, and how much better they’ll feel when they do.
That’s how important website copy is.
That, and following the three simple rules: Earn trust, make your site easy to buy from, and offer real customer value.