The bottom line of marketing IS the bottom line.
Sure, you want to build a relationship with your customers but you also want to make some money, right? If you want to close the deal and encourage customers to buy, then start by fixing these seven areas.
Image credit: Howard Dickins
1. Upgrade Your Website
Your website is central to your marketing efforts and there’s a lot you can do to smooth your customers’ web interactions so they stick around long enough to buy.
For a start, make sure that when they reach your site, they end up on a page that immediately delivers the information they are looking for. In other words, a landing page.
Get your landing page design right, with the key information they need and as few distractions as possible, and it is likely to convert far better. Check out these landing page resolutions for help with this.
For customers who happen upon your site with no particular goal in mind, the presentation of information on your site can help. Take care of issues like:
- helping customers to search and find information easily via a search box or filter buttons (I don’t know about you, but I LOVE filter buttons!)
- showcasing related products to improve the chances that customers find what they are looking for (this also makes them stick around longer)
- taking care of usability—including fast page loads and easily understandable navigation.
2. Create Trust
Image credit: Sharon/Flickr
When you’re going to spend your money, do you go with the tried and true or the new kid on the block? For many people, it’s the first option, because trusting your reputation matters when it comes to making sales.
Sure, trust may not carry as much weight as price for budget-conscious consumers, but it will certainly make a difference to whether they consider your products in the first place. That’s why you have to build trust by:
- including client or customer testimonials on your website
- leveraging the power of social proof with customer reviews
- placing the logos of prominent customers where they are easily visible
- showing that you’re real, with real photos and contact details
- making it easy for people to talk to you via a chat box or your social media hangouts
Kissmetrics’ guide to social proof is a good starting point for this fix.
3. Provide Product Information
If you want web users to buy, you have to give them the information they need. Social proof, related products and upselling all work well, but there’s one tactic that you definitely must use if you aren’t doing so already—product videos.
An article on BazaarVoice says that 57% of shoppers say product videos make them feel more confident about buying and they are 23% more likely to actually buy. You can use product videos to:
- showcase features and benefits
- show how easy it is to use your products
- create a connection with your customers
Plus, you can share the videos you create on YouTube and other video sites and via social media. Check out our recent list of video marketing resources for help with this.
4. Improve the Shopping Experience
Beyond providing product information, a streamlined shopping experience makes it easier for people to buy.
Did you know that slow loading shopping carts lose customers? You can drive additional sales by keeping something interesting on the checkout page that users can look at while they are waiting. Amazon does this well, by highlighting products others who bought that product have purchased.
Image credit: Shlomi Fish
But here’s something interesting: People mind waiting less when they know how long they have to wait or where they are in the process. Fixing that requires behind-the-scenes coding, but it’s certainly worth the effort since it affects the success of your marketing.
And even if customers abandon the shopping cart, all is not lost. You can use remarketing and send customers a follow-up email offering incentives and encouraging them to return to the cart to complete the process.
Check out other related solutions in this article from Rise Interactive.
5. Optimize for Mobile Users
Mobile users represent a growing segment of the shopper user base. People have mobile devices with them throughout the day and more people are now likely to read your marketing emails on mobile devices than desktop computers, says a Litmus study quoted in Email Monday.
So you need to tailor all your marketing to what mobile users need—soon there may not be any other kind. This includes thinking about:
- responsive or mobile adapted email and website design that works with touchscreen controls
- easy navigation enabled for smart phones, which are key mobile device purchase drivers
- semantic search as many mobile devices users search by voice
- location information so they can find their nearest store if they which to complete a purchase this way (something which many do)
- product videos and easy mobile checkout
See our list of resources on optimizing for mobile for help with this.
6. Create Great Content
You didn’t think I’d forgotten about content marketing, did you?
A consistent, optimized stream of content will give you more search and social media visibility and more chances to attract your core audience. And every excellent piece of content you put out builds trust and makes it more likely that your audience will take up your offer one day.
Image credit: Olivier Carre-DeLisle
Keep creating good branded content to reinforce the prominence and trustworthiness of your company to stand out against the competition. You can also check out Inc’s guide to driving sales with content marketing for more tips.
7. Include a Call to Action
If you’re not getting sales, then analyze your calls to action. Asking for the sale is the best way to get it, but you have to do it without being too salesy (tough balance, isn’t it?)
Include calls to action on product pages, within product videos (preferably before the end in case they don’t watch the whole thing), within your content, and on mobile sites. Ask for the sale and you increase your chances of making it no matter what marketing tools you are using.
Get some inspiration from these call to action examples.
Have you made small changes in marketing that made a big difference to sales? Please share below.
Read other Crazy Egg posts by Sharon Hurley Hall.