Turn Traffic Into Dollars The Art of Conversion
When you initially launch a website, it is exciting to see that people are visiting it. However, when that initial thrill wears off it is time to start focusing on turning your internet traffic into dollars. To do this you must understand how to convert prospect clicks into customer sales. Any web hosting company should offer you the ability to track the pattern of clicks your site is seeing. If you do not currently use this invaluable capability, now is the time. Through your web hosting package, you can see how your visitors navigate through your website, where they go the most often and what pages they seldom hit. This information can also help you detect any problems with the navigation or flow. For instance, if no one is visiting a particular page, it may be that they can’t get there or that you need to put that information somewhere more accessible or make it more enticing to visit that page.
Another possibility you might see is that lots of people visit your purchase page, but then not very many are actually purchasing. What is keeping them from taking that next step? It could be that something is wrong with your system – maybe they can’t add an item to the cart or there is another technical issue you were unaware of. It might also be that they do not feel that they have all the information they need at that point to make a purchase decision, or perhaps they do not feel secure in doing so. The information provided by tracking your visitor’s clicks can make the difference between your business just looking pretty on the web versus actually capturing sales on the web. Reviewing your website’s traffic pattern data and then use these seven tips to turn traffic into dollars on your website:
1. Present a logical sales argument. On the homepage of your website, clearly state the pain of their current predicament and the solution you provide with the benefits to them. Then, have a clear path to the primary action you want them to take. Have a custom built arrow pointing your traffic to your service or product page. Use an image that draws their eye to your product/service or a special promotion.
2. Guide your traffic through the sales process. Give them all the info they need to make a decision. Remember, your website is your virtual salesperson, so make sure it is doing the things all great salespeople should – building rapport, identifying needs, presenting a solution, asking for the sale and asking for referrals.
3. Give testimonials from satisfied customer to reduce their perceived risk. Seeing that others have bought and been happy alleviates pre-purchase anxiety.
4. Allow them to try before they buy if possible. Come up with a way to give them a taste of the value they will be getting or offer some type of satisfaction guarantee to make them feel like they can’t lose.
5. Make the purchasing process flow smoothly and easily. Any hiccups or confusion can cause them to abandon ship. Test this process yourself and have others test this route and give you feedback on it.
6. Bundle products/services – what logically goes with what? Try to determine what will interest your buyers by tracking existing sales of multiple products. With the help of an advisor, determine how to cross sell or up sell and suggest other products or services to customers during the buying process in an unobtrusive way. Emphasize that the more they buy the more value they will get.
7. After the purchase, send an automated email thanking the customer. Later, be sure to periodically ping them with emails, newsletters and offers. By keeping in touch you can cultivate a long-term relationship with the customer.
Figuring out how to turn traffic into dollars can add greatly to your company’s future profitability and expand your customer base beyond what you can physically reach with manpower alone. Get on board now and see your profits swell. For more help on how to maximize your business’s bottom line, visit www.flourishingbusiness.com.
Elizabeth W. Gordon, founder and President of The Flourishing Business, LLC, is a visionary leader who has a passion for helping others achieve their entrepreneurial dreams and enjoy more of the best in life. With a vast and diverse background in many business arenas, Elizabeth regularly has the opportunity to share her business acumen with clients, large and small. She currently serves on the Board of Directors of the National Association of Women Business Owners (NAWBO), Atlanta and the Board of Directors of the American Association of University Women (AAUW) Atlanta. She is an Accredited Executive Associate of the Institute for Independent Business (IIB) and a certified Life Coach.
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