Shortening The Hurdles Between Your Customers And Sales
Every customer starts with distance go before you’re able to help them close the sale. Here, we’re going to look at some of the most common hurdles they have to jump before they can do just that. More importantly, we’re going to look at what you can do to help them jump those hurdles more easily.
End with a call to action
All content on your website should end with an effective call to action. Effectively, most business web pages should exist to solve some sort of problem or provide some sort of information. If you’re smart, you’re going to tie the solutions to these queries, in some shape or form, to your products and services. Calls to action are effectively bits of exciting, active and actionable copy that get your customers to click onto the next page, make a purchase, or learn more about the product. It nudges the customer in the right direction (the point of closing a sale.)
Don’t interrupt the funnel
There are some tools that are especially helpful in either driving sales or getting customers into the sales process. Predominantly, these are pop-up ads and data capture forms. However, if you use these tools at the wrong time, it can interrupt the customer’s progress through the sales funnel, taking them out of it, and turning them off. Placing them in the right place, as Daily Egg shows, with exit popups can make sure that you are capitalising on their potential power, but without interrupting the customer journey. As such, you can get all of the benefits but none of the risk.
Be there to offer some help
Even if your website is designed as simply and smoothly as possible, and your products are all too easy to understand, you should anticipate that your customers are going to need some help. There is all manner of online customer support tools that you can potentially implement. However, live chat plugins from Click4assistance tend to be the most effective in that you can have them activate as soon as the customer arrives on the site. This way, you can welcome them and make it clear that you’re there to help at the first sign of trouble.
Give them something to look forward to
It has always and will likely always be the case that customers are going to listen to third-party input more readily than they’re going to accept the word of your business. As such, if you can get other people to vouch for you, make use of it. Use testimonials and reviews not only on your website but in your social content. This creates a sense of positive social proof; effectively your customers will believe that your business is worth supporting since other people support it already.
Every business is different and, as such, they will need to address a different gap affecting their customer. However, so long as you’re thinking about that gap and how to proactively close it, you will have a much better chance at improving your business’s conversion rate.
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