THERE IS NO MAGIC FORMULA IN TURNING YOUR VISITORS INTO CUSTOMERS, JUST UNDERSTAND THEIR MINDSET!
So, you have a web site that you spent months building, perfecting and making ready for that great product people are chomping at the bits to buy. You go onto Google Adwords and start a campaign and dedicate $300.00 to its success. You sit back, grab something to eat, take a shower and come back to your computer about 20 minutes later only to find that you have gone through your entire $300.00 budget plus another $297.00 since you didn’t optimize your keywords for what you were going to sell and your wife is going to be home from the grocery store and want to know why you spent the rent money.
Does this sound familiar? I bet it does. I have been dealing with people on the Internet for over 13 years now and I get the same question over and over. “How do I convert a visitor into a customer?” Well it is pretty simple really. You need to develop your mindset and go at the problem systematically. You can’t just put up a web site or some type of offer and expect people to whip out their credit cards and buy, buy, buy!
In the attempt to assist you in converting your visitors into customers you will need to follow this basic mindset of customer acquisition.
The first thing that you need to know is that people don’t want to be sold. When dealing with people on the Internet you need to know that you are dealing with a different mindset. People on the Internet already know what they are looking to purchase, if they are looking to purchase in the first place. Many people on the Internet are information seekers and not necessarily looking to purchase. So you need to make them want to purchase but not sell to them. If that doesn’t make sense to you now, hopefully at the end of this article you will have a better grasp of what I am talking about.
WHAT DO PEOPLE REALLY WANT
When people come to your site they have come there for a specific reason. Something that you said to them before they got there peeked their interest. When you go to a search engine like Google or Yahoo you will type in what is known as a keyword into their search box. After clicking GO in your browser your search engine will take that keyword that you entered and search through their database for sites that fall into that criteria. Now if you are lucky enough to have your site fall into that category your site will show up in the listing.
Now let’s say that you were lucky and someone found your site through the search engine and came to your site. Let’s say your site is on “How to do something.” With something being your keyword. Now that person comes to your site and instead of your site being about the said keyword it is about a totally different keyword all together that has nothing to do with what they were looking for. I am sure this has happened to you more than once. So you want to make your site as relevant as possible. Give people what they want and they will stay on your site longer.
SHOW THEM THAT YOU MEAN BUSINESS
Way too often when people come to your site they will find that you are too flashy. You have too much going on and are all over the place. You are trying too hard to impress them. When you are trying to get your visitors to become customers you need to design your sites and advertising for them. Show them you mean business by making your site look professional and to the point.
MAKE YOUR OFFER CRYSTAL CLEAR
When you start talking to your visitor you want to make sure that your point is crystal clear. If you are trying to get them to sign up to your newsletter or join a mailing list make sure that is what is put across. Don’t have them come to your site to join a list and make them have to purchase a $335.00 a month membership to a juice club. If you want them to do something make that the focus of your site.
SHOW THEM HOW TO BUY
I have found that many people don’t know how to surf the Internet correctly. What I mean by correctly is they will click around for blue underlined links or find things that are familiar to them personally. Now since every site is different you will want to standardize your sites as well as point them in the right direction. If you want them to buy your product or service have a big button or arrows pointing to the word “CLICK HERE TO BUY” or something along those lines. Don’t leave it up to your visitors to decide what to do. Tell them, but nicely.
SHOW THEM BENEFITS WIIFM
When you are dealing with visitors who you want to become your customers you need to give them all the benefits of WIIFM (What’s In It For Me). Since the visitor is the one who will become the customer you need to reinforce the reasons for them to buy, and that reason is what is in it for them, not you.
One thing you will want to do is talk to your customers after they do buy from you. Don’t be afraid of them, they are people to. When you do get a customer you will want to ask them several questions. Some of them being, “Why did you buy the product?” “What did you like about the product?” “What didn’t you like about the product?” “What can we improve about the product?” And many more questions. Now you will not want to bombard your customers with questions but if you can get some basic information from them and perhaps allow that information to be turned into a testimonial then you can put that info on your site allowing others to feel confident in purchasing from you.
FIND CUSTOMERS BEFORE YOU START A PROJECT
One thing that can be done is to find the customers before you start promoting. What I mean by this is you need to find people that are interested in your product or service. Say you have a book on the finer points of domestic beer. Now you will want to research everything you can about domestic beer. You will want to find out who the people are at use your product and find out where they hang out. Once you find out where they hang out, discover what magazines they read, what videos they watch. Anything and everything you can about the people you are trying to get to become your customers.
KNOW, LIKE AND TRUST
Once you find out where these potential customers are you will want to get them to know you, like you and trust you. Join their member groups. Read their content and become friends with people. You need to know that you are not a robot and some money making monster, you are a person just like everyone else and you are trying to deal with others just like you. So build relationships with people outside of Facebook and Twitter. Once you get someone to know, like and trust you, you have the world. But beware, once you lose that trust you lose everything.
PICTURES ARE WORTH 1000 WORDS
Another thing that you will want to do is illustrate your points. Even though you may have a well-crafted ad or a well formatted sales letter you will want to have some pictures of your products or of people using your products and services. If people have a more tangible relationship with you and your products you offer they will quickly move closer to the Know, Like and Trust aspect of your relationship.
DON’T BE A COOKIE CUTTER, BE THE HEAD BAKER!
When you are dealing with visitors to your sites and advertisements you don’t want to be like everyone else. Now you will want to follow some basic steps in your recipe but you can be a little creative. When writing headlines for example you will want to use different words that will catch your visitor’s attention. Get a thesaurus and look up different words that mean the same thing as you are trying to get across. Give your visitor a slight shock and peek their interest. Don’t be afraid to try something different.
DON’T ASSUME THAT PEOPLE WILL GO WHERE YOU WANT THEM TO
When dealing with visitors make sure that you have a link back to your main objective. If your site has multiple pages you will want to make sure there is a link back to your main page. If you get people lost in your site and start drifting away from your main object you will lose the sale. Keep focused.
OFFER UPSELLS, DOWNSELLS, CROSS-SELLS, AND DON’T BE AFRAID TO ASK FOR THE SALE
And the main thing that people need to know about turning a visitor into a customer is to have everyone in mind but don’t offer too many options. When a visitor comes to your site and you are offering an ebook for $97.00. Now the visitor likes everything about your ebook and want that information so bad their mouse is moving towards the order button. But the problem is that they don’t have $97.00 to spend on your product. So what do you do? Do you hope that they bookmark your site and come back when they have money? No, you have to grab that customer now then and there.
To do this you can offer down sells or cross sells. A down sell is a similar or less informed products. Say your book comes with a cd or dvd for that $97.00 price. You can offer just the book for $47.00 and offer them the dvd later at a slightly higher price than if they were to buy it now. So instead of making a $97 sale now you will end up making a $115.00 sale from two purchases. The $47.00 now and a $60+ sale later.
You can offer a cross-sale which is a sale that offers a similar product to the one that you are offering now. They may not be interested in your book but they may be interested in something else along the same lines like a video or audio or perhaps a physical product.
You don’t want to be afraid to ask for a sale and to offer something else that may meet there desired needs at that moment.
DON’T OFFER TOO MANY OPTIONS
And the last thing I want to say is don’t offer too many options on your site. If you offer more than one or two choices at a time you will confuse your visitors and they will leave. Remember what I stated at the start of the article that people come to your site knowing what they want, it is your job to find out what you want to offer, find the customers that want to buy it, tell them you have it and make it easy for them to purchase. It is honestly that simple. Once you master the above techniques you will have no option but to succeed.
To your success!