Website Branding Success: How To Turn Visitors Into Customers

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The wishlist reminder email is closely related to the abandoned cart email. Both are designed to convince shoppers to take the final step in purchasing the products they have shown intent to buy. Has it been a while since someone checked in on their wishlist? Is it selling out? Send out an email to let your customers know. It may just be the trigger they need to finally purchase the item. ModCloth alerts shoppers when products are nearly out of stock.

But what exactly does a poorly designed store look like? Besides appearing untrustworthy, the store could be suffering from some combination of the following: lacking a clear value proposition , hard-to-read font, or confusing navigation. Are you properly segmenting your products or are you putting too many products on a single page? Have you figured out the right balance between text and visuals? These are just a few of the many things that you should consider.

There are many examples of beautiful ecommerce websites , but consider DODOcase in particular. Take a look especially at how clearly products are segmented. There are other high-impact ways to engage with site visitors and customers outside of email. For example, you could use live chat to engage with shoppers on your site.

Ecommerce Marketing Essentials: 17 Actionable Tactics to Drive More Sales

Luxy Hair uses live chat to engage prospects and inform current customers of their order status, without having to contact their support team over email. You can do that through a variety of approaches: keyword research, geographic validation, social media trends, etc. One more creative way to test out your market? Pre-sell items to see how many people place orders. In footwear and apparel especially, there are times when certain size or color variants are temporarily out of stock. KEEN , which sells hiking shoes, gives shoppers the option to receive an email when the product of their choice is available again.

Every ecommerce store should consider blogging regularly to connect with customers and to rank better in search engines.

One unlikely brand that has used content marketing to increase online sales is River Pools and Spas. In time for the summer season, they have a downloadable guide featured on their homepage to help customers buy the right fiberglass pool as well. Personalization is another effective marketing tactic to drive online sales.

Using behavioral data, personalized experiences are served to the visitor, according to their past actions and preferences.

You can also account for location in personalization to create an experience catered to where your customers are in the world. Someone in southern California may be looking for bathing suits in October, while your Maine customers probably need coats, for example. User-generated content UGC is a great way to generate social proof.

UGC can take many forms. Technically, even product reviews are UGC. One of the most effective types of UGC is pictures of customers actually using your products. Pepper , a store that sells bras, features lots of pictures of happy customers in their products. Online retailers can also take a local approach to their ecommerce marketing tactics to increase online sales. Conversion rate optimization CRO is the practice of optimizing your website for on-site conversions and increased sales. Practicing CRO helps you identify problem areas on your site. Where are you losing sales? What can you do to capture those missed opportunities?

This process is done through both qualitative and quantitative research, so you get a holistic and unbiased view of how conversion-oriented your site is. By , more than half of all online shopping is expected to happen on mobile devices, according to Statista. Optimizing your store for mobile means more than having a responsive design.

Perhaps you have a bigger add to cart button on all mobile product pages, making it easier for the visitor to add to cart without zooming in, for example. You might also present your images in a different format, making it faster for mobile visitors to load product photos and easier to zoom in. Frank Body sells body scrubs and skincare products. This saves the visitor from having to scroll all the way back up, likely losing their spot on the page.

Focusing on customer retention is a cost-effective way to increase online sales. One way to reward loyal customers and big spenders is through a customer loyalty program. There are many ways both your customers and you can benefit from a loyalty program. They give customers extra incentive to make a purchase and they keep your brand top-of-mind through automated reminders. You choose how to reward customers, how frequently and for what actions. For instance, you might have a point-based program, which has its own point-based currency that can be redeemed for discounts , free shipping or free gifts.

Outdoor brand REI has a robust customer loyalty program. They also receive coupon codes and a portion of what they spend over the course of a year back in store dividends. Now you have a sizeable list of tactics and apps to help you generate more traffic and increase online sales.

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website branding success how to turn visitors into customers Manual

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A persona is a one-page card that concisely defines the typical user in your demographic. In this exercise, you would define the user's age, profession, occupation, emotional needs, and frustrations.

How to Convert Website Visitors Into Sales Opportunities using Marketing Strategy

The second step is to create a set of Scenarios that describe the Persona's external context and what motivates them to interact with your website. For example, if you are selling printer cartridges, you might describe how they just drove all over town looking for replacement cartridges and came home frustrated that no one had the right size. You would then define a set of use cases to state exactly how they might interact with the website based upon a deeper understanding of why they visited the site in the first place.

For example, they may go directly to the search field and type in the printer model number rather than navigating your catalog in search of cartridges. This understanding would drive a very different user experience--and likely higher conversions--since it better engage the user in immediately solving their problem. Pay Attention to Page Flow Look for problems in the flow of your conversion funnel to see if there could be functional issues or some cause for confusion.

A great way to test for this is to sit down with a few of your customer prospects and ask them to navigate the website. Give them the goal of purchasing a certain product and then stand back and watch where they get stuck. Sometimes, this is as simple as button placement on the page. Or, you might be asking for too much information, such as requiring users to create accounts in order to buy your product. More concrete roadblocks include not accepting the method of payment that is preferred among your target demographic. It might also be simply a matter of convenience: To make it easy on customers, look for opportunities to reduce pages and steps in your funnel and deliver the customer to the goal point as quickly as possible.

Another great way to identify problems is through the proactive use of a Web analytics tool to identify bottlenecks in your intra-page flow. Using tools such as Google Analytics, you can define conversion funnels that map the sequence of pages that a visitor is intended to flow through, from the initial landing page all the way to the transaction "thank you" page. By properly tracking and visualizing the conversion funnel, you can easily see where you may be disproportionately losing too many people at a certain stage of the funnel. This can help you figure out which pages or interaction events you should be focusing your optimization efforts on.

Hone Your Message The words you choose in your titles, product copy, and especially the semantics of things like action buttons can have a significant effect on user engagement.

2. Recapture leaving customers with an exit-intent popup

Much of effective selling comes down to understanding the needs of the prospect and connecting with them emotionally to motivate action. The core emotions you need to address in your conversion funnel are fear, desire, and complacency. To address fear, consider how you can leverage your brand's authority as a market leader if you are one, or how to leverage social proof to decrease suspicion if you are not. Showing the logos of well-known partners or clients can be an effective way to leverage brand credibility of others when you're just getting started. To address desire, emphasize how close you are to solving an important problem.

And for complacency, consider how you may demonstrate scarcity of your product, such that they have a motive to act now. Amazon does this effectively without appearing manipulative by alerting customers when stock is running low and letting them know they can have the book within 48 hours if they order now, but it could take longer if they do not. Making action buttons larger and placing them above the page fold can also have substantial impact on the user's likelihood to take the intended action.

The sorts of tactical design choices are the visual equivalent of the salesman knowing just what to say--and what not to say--at the right moment.

Website Branding Success: How To Turn Visitors Into Customers
Website Branding Success: How To Turn Visitors Into Customers
Website Branding Success: How To Turn Visitors Into Customers
Website Branding Success: How To Turn Visitors Into Customers
Website Branding Success: How To Turn Visitors Into Customers
Website Branding Success: How To Turn Visitors Into Customers
Website Branding Success: How To Turn Visitors Into Customers

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