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Take Charge of Conversions

Lily O'Halloran


Take Charge of Conversions

You may have heard the term “conversions” thrown around a time or two. What is a conversion, you ask? Conversions are not some mysterious business directive; they are simply actions that you want your site visitors to take. Possible actions include: downloading an e-book, opting-in to an email list or rss feed, or placing an order. Although conversions are simple, they are paramount to the success of your business.

Taking charge of your conversions is one of the most important things that you can do to build and grow your business. Therefore, having a clear understanding of your ideal conversions will aid you in creating a website that achieves your vision. Your website should lead customers to the actions that you want them to take.

There are specific steps that you can take to steer customers in the right direction:

  1. Clearly define your calls-to-action.
  2. Provide visitors with information on the benefits of performing your calls-to-action.
  3. Use technology to increase customer satisfaction by incorporating audio and video components into your website.
  4. Make a connection with your visitors to build customer loyalty.
  5. Show your credibility by displaying logos of organizations that you have professional relationships with, and testimonials from previous customers.
  6. Accommodate all types of customers. You may have noticed that some consumers want to purchase the product quickly, while others want to review product information and benefits prior to placing an order. Offer a quick-buy option for customers in a hurry.

By appealing to the senses and personalities of diverse customers, your website takes charge of conversions. Don’t make the newbie mistake. New sellers tend to list a ton of products, add a buy button, and sit back waiting for sales to pour in.

A website that is too focused on products actually deters buyers. Why? An overly product-driven website is boring. Today’s customers want and expect more than a plain website with little-to-no information. Buyers want interactivity, information, benefits, and a connection. Today’s customer is buying more than a product, they are buying a lifestyle.

Take charge of conversions by showing customers how your products fit into their perceived lifestyle. Sounds far-fetched? Not really. Think about it… you can buy a pair of jeans at Wal-Mart for around $20, so why would anyone want to pay $200 or more for a pair of True Religion or Juicy Couture jeans? Consumers want a lifestyle experience. They want to feel that they own something special, something luxurious that not everyone has.

Speak to your customers in terms they understand. Know the lingo. Learn all you can about your market niche. Who wants these types of products? Why do they want them? What benefits are they looking to gain from owning or using the product? Think about how your products solve the needs of your customers. Show customers that your products are better than a competitor’s products. Show how your products fit into their ideal dream lifestyle. By focusing on the customer rather than the product, you maximize sales and conversions.



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