We’ve talked recently about drawing traffic to your website and about converting those visitors to leads. Now, it’s time for the payoff. You’ve created the foundation necessary to increase website sales and you’re ready to close the deal.
As I mentioned in my last post, there are two ways your website can generate sales: direct sales that take place on the site or in immediate response and longer-term sales that result from the cultivation of website leads. In this post, I’ll focus on closing sales on your website, but don’t worry—there’s plenty of good material to come on following up with website leads and converting them to clients.
To help your website visitors decide to make a purchase while they’re on your website:
Connect with Visitors
Let your prospects know that you understand their challenges and are focused on serving their needs. Show how your product or service provides a simple, affordable solution to one or more of those challenges.
Make Clear Offers
If you want to close sales from the site, your visitors should be able to tell at a glance exactly what they’ll be getting, how to get it and what it will cost them. A visitor who needs clarification or additional details may call you, but he won’t click “Buy Now”.
Limit Your Offers
It may seem like offering “something for everyone” will increase the likelihood of a sale, but it actually just creates confusion. Your goal is to help the prospect make a quick decision, and providing multiple solutions and offers from which to choose does just the opposite—it provides an incentive for those visitors to leave the site and take some time to think about the options.
Create a Sense of Urgency
Indecision is a fact of life, and often the decision-maker has nothing to lose by taking his time, doing his research, considering other options or just letting the possibility simmer for a while. To encourage an immediate decision, you must give your visitors a reason to act quickly, whether that’s a time-sensitive offer or an illustration of what it’s costing them to delay.
Make Purchase Buttons Easy to Find
If you’ve succeeded in capturing your visitor’s attention, he may go looking for a way to purchase. Then again, he may not; if a quick scan of the page doesn’t make it obvious how to proceed, your prospect may very well move on. Make those “Buy Now” buttons easy to spot through your color choices, design and placement.
Streamline the Process
The fewer obstacles you put between your visitors and completion of their purchases, the more likely they are to complete the process—so never forget that a click is an obstacle. It’s a small one, to be sure, but each additional click required is an additional possible drop-off point. Make it quick and easy to obtain your product or service.
Connecting with your visitors and then making it as simple, quick and intuitive as possible for them to act will increase website sales. Clear away the obstacles and create a well-marked path for your prospects to choose and obtain your solution.