4 ways to turn prospects into loyal online customers

Lots of traffic but few conversions? Try changing your language and creating a sense of urgency to give browsers a nudge

Are a large number of people landing on your website, browsing around and then jumping off? Do you see a lot of traffic but few conversions?

While your website may be filled with content, it might just not be the type of content that encourages readers to spend their hard-earned cash at your store. As with most tasks aimed at increasing revenue, the customer’s happiness should be at the forefront of your decisions. If you’re finding your content isn’t keeping customers interested, here are a few tips to turn browsers into spenders.

1. Tailor your language to your specific target audience

A number of businesses create content that speaks to them as the business owner, and not necessarily to their customers. Blog posts, product descriptions and general onsite messages must be tailored specifically to your target market, otherwise your content is not going to engage with the right audience. A business catering to millennials, for instance, isn’t going to use the same tone, style and jargon as a business catering to experienced business people.

Whether your content team is in-house or you make use of BPO solutions and your content team is separate, they must create topics around what your audience is interested in, and then the correct tone, style and jargon should swiftly follow.

2. Create helpful content to show how your product could benefit them

Your ultimate goal is to get customers to purchase your goods or services, and one of the most effective ways to do so is to use your content to prove how your goods or services will be beneficial to them.

Your content needs to help customers see how purchasing from you will make their lives simpler, easier, cheaper or even just more enjoyable. While every blog post doesn’t need to be promotional, some articles can be used to demonstrate the benefits of your product or service.

If you sell household cleaning products, for example, you could create a list of the different ways customers can use your cleaning products within the home. You could even briefly mention a product in a blog article that does not focus on your offering but is relevant.

3. Use customer reviews to build trust

A sure way to encourage readers to make a purchase is to include positive reviews on your website.

Whether it’s at the bottom of a product description, slotted into a relevant blog post or even placed on the homepage, readers take fellow customers’ reviews seriously, and are more likely to convert if they can see other customers have had a positive experience with your brand and products.

Informing customers with reviews will build more trust in your brand. When a consumer looks at a review on your site, it has been shown that 58% are more likely to convert, making it a worthwhile exercise.

4. Create a sense of urgency through scarcity

Nothing gets customers keen to spend on your website like creating a sense that product availability might run out soon and they’ll miss out. If a certain product is extremely popular and selling quickly, or if there are only a few left, let people know.

The fear that they might not get it, or not get it at a good price will encourage customers to take the leap and purchase it.

The best way to do this is to place short, urgent sentences near or next to the price, catching customers’ attention. Phrases such as, “only five left!”, “selling out fast”, or “one day left of this deal” will do the job.

While these are by no means the only ways to encourage readers who are just browsing to spend, they are some of the most basic and important ways to do so.

Providing relevant content that readers will take seriously is the first step in finding The Difference Between Customer Service And Customer Experience, and attracting customers to engage with you.

Once they’re browsing and reading, creating a sense of urgency is an important way to take customers past the point of browsing and onto spending. If your content team keeps these basics in mind, you’ll be on your way to turning those browsers into long-term customer