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20 October 2015

Marketing

High volumes of traffic but no conversions? Don’t panic we know where you're going wrong!

If you are a business who sells online and experiences high volumes of traffic with little or no conversions, it doesn’t take a genius to work out that you are not doing something right.

Imagine if you could turn all of your visitors into conversions?

Well, to do that effectively you need to put yourself in the mind of your potential customers.

If there is a particular Google search for your product it is obvious there is a desire for more information about what you are offering. If a potential customer makes a search on Google and clicks through to your website they are potentially interested in making a purchase.

To encourage your customers to purchase, you need to gently push them by providing more information than your main competitors do. Think outside the box – what else could your potential customers be interested in knowing before purchasing. For example, if you are selling a sofa, why not provide information on how to clean it, how to sell your old one etc. You should evaluate the page before the checkout as that is the most crucial page of your selling process – the product page.

Your product page is where the subconscious decision is made. When the visitor gets to the checkout page the decision is already made, even if the visitor isn’t fully aware. To get your visitors from the product page to the checkout, you need to make some improvement to the page, keeping the principles of the 4ps at the forefront of your mind.

Price

If your price is shown on your product page or Ad, it is clear the price is reachable; otherwise the visitor wouldn’t have clicked on it. To make the price more attractive and less daunting, show the benefits of it instead. Show the price to be the best in certain circumstances;

- Show the original price in a larger font, to make sure it doesn’t go unnoticed.
- Show your competitors prices and state their savings
- Give a deadline, use this to not only say how much you can save, but also state the benefits which they will lose if they do not make the purchase within a certain period.
- If price is your most important factor, offer a price guarantee, ‘if you can find the same product for less in the next one month, then we will pay you the difference back in double.’

Place

In the cases of online orders, delivery is a vital and its important information about this is provided. Answer all of your visitor’s questions, how much is it, how will it be delivered, and how many days will it take. Offer a delivery guarantee, if the product is not offered within a certain amount of days you can get it for free.

Promotion

In the case of an e-commerce store, the ideal promotion is to offer a voucher. If you do not currently use these you need to. Vouchers can be used in many ways on your product page.

1. Show a discount not as a given, but as a special promotion which is only available with vouchers. By offering vouchers this stops the psychological doubt of; why it is so cheap, is there some kind of problem with it, why can’t they sell it for the original price. Using a voucher will manage these concerns.
2. Use exit pop-up windows to offer a voucher. You should implement these if the above did not work. Exit-pops are also a great way for you to not only encourage a sale, but as a way to gain an email address to use and target follow up emails to. Once you have their address you can nurture them into a sale.

Product

The product is without a doubt the hardest part of the conversion. If the product is not right, if it is not a product in high demand none of the things listed above will help you to push the visitor into a conversion. In an e-Commerce store, the product equals the image shown. The visitor will only check the details of the product if the psychological decision has already been made. Normally this decision has seven stages.

1. I wish to have a product like this – this was decided at the time when the visitor clicked on the ad
2. I want this product – this decision was made when looking at the images.
3. I want to buy this product – this can be decided by the price, delivery, promotion.
4. What are the risks?
5. I am buying this product – this is the only thing that happened on the check-out page.
6. Did I make the right decision when I purchased this? You need to take care of this part with purchase follow up communication.
7. Risk management. What are the risks of buying your product? The best thing to do is solve the risk management before the potential buyer starts to think about them.

The most important thing about selling online is the product, especially the images you use. An old marketing rule, ‘if your product is ugly, you will wrap it nicely’ P.Kottler. 

If you need expert help with your eCommerce store to turn your visitors into conversions, get in touch with our marketing agency in Leicester.

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