In today’s digital age, an online presence is vital for any business. But having a website or social media page is just the first step. Next, it’s crucial to convert those visitors into customers. Studies have shown that only 2% of website visitors convert on their first visit, but this can be significantly increased with effective strategies in place. Also, converted customers with a superior experience are more likely to come back to the site and make additional purchases which in turn helps to increase revenue over time.
Hence, converting your visitors to paying customers on initial visits is crucial for businesses to capitalize on the opportunity, reduce customer acquisition costs, and increase the customer’s lifetime value.
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How to convert a visitor into a paying customer?
There are numerous effective strategies in place that help businesses to flip the coin and add on revenue.
Understand the Customer’s Intent
First, it’s essential to understand that not all website visitors have the same intent. Some may be casually browsing, while other visitors may be actively searching for a solution to a problem. To get more conversions, all you need to do is understand the intent behind their visit and tailor your content and messaging accordingly.
One strategy to do this is to segment your visitors based on their online behavior. For example, you could use advanced analytics to track how long someone stays on the landing pages, which pages they visit, and which actions they take. Then, you can use this data to create custom messaging and calls to action for different groups of visitors.
By using personalization techniques, such as personalized landing pages, businesses can tailor the messaging and content of their website to the specific interests and needs of individual visitors. Bringing the personal aspect into the mix, you can increase conversions manifold.
Another effective way to instill trust in visitors is to use authentic consumer-generated social proof, such as customer reviews and testimonials, to build credibility with the prospects. According to a Nielsen study, more than 92% of people trust a recommendation from a known person, and 70% will trust a recommendation from the unknown in the digital realm. Therefore, promoting real social proof of your products and services can establish credibility and conviction while increasing the likelihood of a conversion.
Build trust with your visitors by displaying trust badges, such as better business bureau accreditations, and security badges, such as a padlock icon, to indicate that your website is secure.
Superior User Experience
Additionally, it is crucial to have a user-friendly and visually pleasing website design. A customer-centric and experience-oriented website makes it easy for visitors to find what they’re looking for and establishes a sense of professionalism and trust. According to a Nielsen Norman Group study, 94% of first impressions of a landing page are related to the design and layouts.
Till 2021, most internet traffic comes from mobile devices. According to Statista, 52.6% of global website traffic in 2020 came from mobile users. Therefore, optimizing your landing pages for mobile and smartphone users is crucial. A mobile-optimized website increases consumer engagement and boosts conversions.
Another critical element for converting prospects into customers is providing them with a clear and compelling call-to-action (CTA). A CTA is a button or links on your website that encourages visitors to take a distinct action, such as finalizing a purchase or signing up for a newsletter. The CTA should be prominently showcased and easy to find, and the language should be clear and persuasive. As stated by Unbounce, using action-oriented language in your CTA can enhance conversions by up to 90%.
By testing different website elements, such as headlines, images, and calls to action, businesses can optimize them to cater to increasing conversion rates.
Offering valuable content, such as e-books, whitepapers, or webinars, in exchange for contact information can help generate leads. Once you have leads, you can use customized targeted email marketing to nurture them and convert them into customers.
Ensure the checkout process on your website is quick and seamless. This will help to reduce the likelihood of cart abandonment.
By using retargeting techniques, businesses can display ads to visitors who have left the website without converting. This can bring visitors back to the website and increase conversion rates.
Live Chat or Chatbot
A live chat or chatbot feature on your website can help host superior customer experiences and increase conversions by providing prospects with instant assistance and answering their questions in real-time.
Excellent Customer Service
Finally, it’s essential to provide excellent customer service to convert more visitors into customers. According to American Express, 78% of consumers have not completed a transaction or have yet to make an intended purchase because of poor service. Providing excellent customer service can build trust and brand loyalty with potential customers and enhance the likelihood of conversion.
Here are a few supporting facts that might help guide your efforts.
- Hubspot says including a video on a landing page can shoot conversions 8 times.
- Then it is the VWO, which says removing unnecessary form fields can increase the number of converting customers by over 160%.
- Businesses with a consistent purchase experience across all channels see a 19% increase in paying customers, said Salesforce.
- A survey by Marketingsherpa stated 72% of consumers say that they prefer to receive promotional content through email, making email marketing an effective strategy for increasing conversions of visitors.
- And, Marketing Metrics, cited by Forbes, shows that the probability of converting a new prospective customer is 5-20%, whereas to an existing customer is 60-70%.
These statistics demonstrate the importance of a solid strategy for converting website visitors into customers and the impact specific tactics and optimization can have on conversion rates.
Converting visitors into customers is crucial to any business’s online strategy. Using the approaches discussed in this blog post, businesses can increase their chances of converting website visitors into paying assets. However, It’s important to note that these strategies are not a one-time solution. Instead, it’s a continuous process of optimization and testing. You can increase your odds of converting visitors into loyal customers by continually improving your website and conversion strategies.
Jaydip Parikh is the founder of Tej SolPro, a digital agency providing SEO services to clients across the globe. Parikh has 20 years of experience in sales and marketing. He regularly speaks at conferences and events, both online and offline.