You’ve finally got some traffic – but still no enquiries? It’s really important that you not only work on bringing in traffic to your website, but also that you learn how to turn a web visitor into your next customer after they get there. Most people might think the hardest part of developing their website is to get traffic to it once it’s up and running; but the truth is, the real work begins once they’ve arrived. Convincing someone to buy from you and not your competitor can be a lot simpler than you might first think; below I’ve popped the most important things to consider into 5 parts.
1. Highlighting benefits and listing features
You might think the reason someone is buying your product (and not your competitors) is one of it’s features; maybe it’s faster, louder and bigger. But that’s not why they’re making the purchase. To figure out the best way to convince your customers to buy your products, you need to first understand why they buy anything.
People buy things when they believe the benefit of that purchase is worth the price you have valued it at (and they are even more likely to buy if they believe the benefit is worth more than you valued it at). To highlight the benefits of your product to your customer, you don’t want to just list out all the features and throw them onto a website; you need to call as much attention as possible to the benefits of those features so they can understand the true value to them. So if it runs faster than your competitors product – how exactly does this feature benefit your customer? Do they save time that they would prefer to spend elsewhere? Does it enhance their ego? Is it important to them that they have one faster than their colleagues and friends? Is it safer to use because of the speed? Will it bring more joy because it’s fast? People don’t buy anything directly because of features; they buy because of the benefit that feature may bring.
One of the best things you can do on your website is to bring the best benefits of your product to your customers attention as soon as possible, and leave them the chance to further explore this benefit elsewhere on your website if they wish. Depending on the product or person, they may wish to research more and find out how you achieve the benefit you claim – so certainly don’t ignore the features, just make sure to make the benefits the loudest voice on your primary pages.
2. Getting into your target markets shoes
Once you understand the benefits of your product, it might be hard to pick which ones to highlight – on average, people remember 3 – 4 strong messages at a time, so if you have more than this, we would suggest cutting it down to the 4 strongest benefits and highlighting the rest in a less prominent position on your website. The question is, however, how do choose which benefits are the best selling points?
We find the best way to approach this issue is to step inside the mind of your target markets shoes; what is most important to them? Even if your product is faster than any other on the market, if speed is not important to your target market then you’re wasting valuable website real estate by highlighting it as one of your top 4 benefits.
Try to imagine what your clients do on a day to day basis and how your product can improve their day. If you are a hotelier, for example, your clientèle will include a wide variety of customers coming to your hotel for it’s differing benefits. If your main focus is bringing in family bookings, you should highlight the most important benefits to parents or grand parents – maybe you have on site babysitting services? Or free cribs to any room? If there are family activities near by, you could highlight the short distance between your accommodation and the fun – so they have to worry less about travel costs and can spend more time enjoying themselves.
It’s important to also consider who is the purchaser; if it’s not the direct user, it’s going to be important to convince the non-user that purchasing this product will improve the relationship between them and the user.
For example, if your main target customers are boyfriend’s buying engagement rings, the important thing to highlight isn’t necessarily how much their fiancée is likely to enjoy the ring, but how their relationship will be improved once he gives it to her. You could simply show photographs of happy couples during a proposal; showing the joy the ring could bring their relationship. Or highlight how long the ring might give her happiness, and therefore how happy she will be with him – by showing images of a beautiful diamond ring on an older married couple and the joy it brings their relationship. However, you also want to highlight not just the benefits of any engagement ring – but in particular, your engagement rings. What benefit do your rings offer that your competitors don’t? If you give a lifetime guarantee with your rings, the image of the older couple may impress upon your customer the importance of choosing a ring that’s guaranteed for life, so they feel secure that the joy it brings is ‘insured’.
If their main fear in the purchase situation is whether or not she will like the ring, you might want to highlight a friendly returns or exchange policy. If they are unsure whether or not she will say yes, you could aim to highlight the number of successful proposals with each ring design. When your customer is considering where to buy the ring, you ultimately want them to be more convinced by the benefits you’ve highlighted vs your competitors.
Quick Tip: Why do your competitors suck?
If you’re struggling to think of benefits different to those of your competitors, thinking of their weaknesses can be a great place to start. Simply take a look at your competitors website – if you were a customer, why would you be put off from there? You can highlight in your content that you do the opposite – this could be the ultimate benefit to highlight!
3. Showing the value of your product – and why it’s worth more than the cost
Once you’ve highlighted the most important benefits to your customers, they’re all going to be asking the same thing – ok, so how much? At this stage, it’s important that your price point is right. If you have a product that’s value to your customer is more than the cost, they’re nearly guaranteed to buy it; and if you have the opposite…you can highlight benefits all day long and no one’s going to make the purchase. So how do you figure out the value of your product?
People value things differently; if you’re a mum with a new baby, you’ll value a push chair with a high safety car seat detachment extremely highly – the benefit being that not only do they not have to make 2 separate purchases, thereby saving time and money, but they can rest assured their baby is safe from harm. Whereas if you’re buying a push chair as a non-driver – you probably don’t value the car seat detachment feature very much at all. In fact, it would be of more value to invest in a pushchair that has more storage space as you’ll be more likely to be using it during shopping trips where extra storage space is of huge value.
While you need to take in a multitude of different aspects of your business to decide on a price – one that is very important is the price your customers are willing to pay to achieve that benefit. We believe the best way to find this optimal balance is through a mix of testing your market and good research. Find out what your competitors are charging, if possible, and weigh up the benefits of your product vs theirs. A key benefit of your product might be that it is cheaper; but you will still need to make sure the investment in your competitors products doesn’t seem more appealing to your target market.
4. Making clear calls to action
It’s really important to make your call to action clear and obvious at the right points in your content. If someone wants to click ‘buy’ or ‘enquire’ at any point, you want to make it as simple as possible for them to do so. You can get a variety of different types of buyers on your website – and some will need more convincing than others. Being aware of the different stages where someone might be ready to ‘convert’ can be really important to improving your online enquiry or sales rates. you might want to place a button right next to your highlighted benefits, but also further below at the end of your full descriptions and FAQs for those who need to read more before they are convinced to buy.
5. Be honest and be yourself
Lastly, some of the greatest copywriters out there will tell you, be as honest and natural as possible in your writing. If you sound too ‘salesy’, it comes across as false and therefore untrustworthy. People can be really scared to buy online because they haven’t met you and don’t know whether to trust you or not – and let’s face it, there are a lot of scams online to be afraid of! So it’s really important that whatever you’re wanting to sell online, that you come across as genuine and trustworthy. The easiest way to do this, is to avoid writing in a ‘salesy’ way and instead, just write the story you would tell your customer if you were speaking to them face to face. It’s far more important than making sure all of your grammer and spelling is right; in fact having a couple of minor mistakes only goes to show you’re real human being typing and not a robot!