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How to turn more of your visitors into customers

Imagine – at this exact moment a visitor will find their way to your website. He/she has found his/her way to the most important website on the entire internet.

If you could sit next to him/her, you'd probably hold your breath and follow his/her every little movement ... Wait, something is happening ... He/she suddenly seems a little restless, he/she is moving the pointer across the screen, searching .... and you're just sitting there with your heart in your throat  ... and ... NO! ... what's going on? The pointer is now moving quickly to the Back button and click ... he/she is gone ... Disaster!

90% of all visitors to a website stays less than a minute

The cool thing is that you know this now. Most people don't. They believe that everyone who comes to the website, happily parks there and simply embraces all there is. They don't like to flirt with the visitor's interest.

- “We have 3 000 unique visitors a week!”
Have you heard that proud statement before?
In fact, among those 3 000 visitors maybe it was only 50 who bothered to go any further than the start page.
The real worrying thing is that among those 3 000 visitors perhaps there were 2 456 who could have become your customers, had your website just attracted their interest and restlessness quickly enough. Now they just disappeared instead. Yes, it's scary

The thing is that you have to take charge now! Right now, a visitor is searching your website and looks for a reason to stick around. Do you give the visitor a good reason to do that? Do you make him/her feel secure? We'll see ...

Here are eight tips to help you to turn more of your visitors into customers:

The customer's first encounter with your website:

1. Be relevant. When a visitor comes to your website, he/she has a plan. He/she is looking for something special. Assume that the visitor's brain is locked on to a single purpose. Your job is to quickly show that he/she has come to the right place, so that he/she doesn't just quickly leave. The whole website must shout: “YOU have come to the right place!”

2. Make sure that all the information is easily accessible and easy to take to heart - lists with benefits is always good to start with. Lead on to more advanced information, but don't start with that. A speedy presentation is the key to succeed in the beginning of all online-relationships. Your job is to quickly snatch people's interest. How fast? Awesome/super fast! Be like a flash!

Purchasing situation/Contact:

3. Be a little persuasive. Even though people are looking to buy what you have, you still need to tell them why they should buy and why they should do it right now. Everyone (that includes you and me) have a reluctance to take the final step to complete an activity and you, who sell good stuff, will actually help the customers to get their needs met when you help them to make the decision to purchase. Don't be shy, but be tasteful in your quest to help the client get better with what you can do for them. Companies that show why it's good for the customers to buy now, is good for customers.

4. Remove all hazards. By doing so, you show that you have confidence in what you sell. You can give generous return rights, guarantees and free samples. Anything you can do to make customers feel confidence in becoming a customer of yours will help you to sell more. I think that any decent company should promise their customers the same things you promise their best friends (a company's customers is actually the company's best friends).

5. If you sell things it's always good to offer deals and discounts, but it's not enough. You must also tell your customers when they can expect delivery, how to pay for the purchase and what happens if they aren't happy with the purchase and how easy it is to return the goods. Simply show that you're not a company that gives customers poor information.

6. OK, so the client is ready with the finger on the order button. Suddenly he/she gets afraid of making mistakes and suddenly starts to wonder what kind of company you really are. Are there any photos of you? Is there contact information? Do you offer all you can to show that you are for real?
Unscrupulous people rarely appear on pictures. Shady companies can't be reached by telephone.

Especially for those who want visitors to contact you:

7. Do you require too much information about your customers? Imagine a prospect customer, ready to order from you online, who suddenly wonder why you need his/her home address – he/she just wants you to contact him/her via email to know what you can do for him/her. He/she doesn't care about your desire to build mailing lists for sending out catalogs. Just ask for what you really need to give the customer what he/she wants.

8. If you want the visitor to ask you something via email - tell them how long it will take to get an answer. There are loads and loads of contact forms out there and visitors have no desire to respond if they don't know that there is a reasonable chance at getting a quick reply. And please, skip the info address. Let the visitor know that his question will end up with a real person. Companies using real addresses receive more inquiries

Be nice
Yes, it's a puzzle and it contains of course a few hundred pieces to actually get your visitors to trust you and your company. Anyone who launches a website will engage in an uphill battle from the very start because you won't be able to face your customers face to face. That's why it's so important to break down the most common communication barriers on your website. Be nice, be personal. Give of yourself. Technology is good, but only if your visitors have benefited from it.

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.