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Turning browsers into buyers?
What tips can people share to turn website browsers into buyers?
Blueharvest




msg:3332054
 9:12 am on May 6, 2007 (gmt 0)

What tips can people share to turn website browsers into buyers?

We need to improve our conversion rate.

Thanks!

 

jecasc




msg:3332075
 10:24 am on May 6, 2007 (gmt 0)

There are two things you have to do if you want a good conversion rates.

1. Make sure to get more targeted traffic. For example if you are using advertisement like Google Adwords, tweak your ads so that only potential customers will click on them. Many online shops create misleading ads to get people on their webpage and hope they can convince them to make an impulse buy. In most areas this simple does not work. If you sell for example refrigerators chances someone makes an impulse buy are very low. You are simply wasting your money. Actually I would say impulse buyers are a very rare species on the internet.

2. Once you have a potential customer on your page make it easy for them to buy:

-> Create landing pages for different products and if you use advertising make sure that if you advertise "blue widgets" the customer gets on the page in your shop where he can buy "blue widgets" and not on the homepage where he has to start the search again.

-> Get straight to the point on the landing page. Use bulleted lists to get across the benefits of the product or service you are offering.

-> Include a call to action. Once you have convinced your customer to buy - tell him to do so and make it easy for him. I cannot recall how many times I left an online shop simply because I could not find the "buy button"

-> Dedicate the landing page to one product or service. Don't present widgets of manufacturer A and then tell the customer on the same page that they should also take a look at the same products from manufacturer B,C,D,E,F,G...

-> Good pictures: If you are trying to sell products without pictures - forget it. Also make sure that the pictures look professional.

-> Convince the customer that it is safe to buy from you. The site layout plays an important role in this. It has to lock professional, no spelling mistakes or grammatical errors.

-> Let the customer know with whom he is doing business. Especially in the US I have found many online businesses that do not even give an address on their website.

Essex_boy




msg:3332753
 7:11 am on May 7, 2007 (gmt 0)

no spelling mistakes or grammatical errors. - and that means checking not only your page text but your product database too.

I received an order for some items that we have never sold before both had spelling errors in teh short description.

It made even me blush

Essex_boy




msg:3332757
 7:14 am on May 7, 2007 (gmt 0)

Oh and another thing ive hiked my prices up to over my competitors, but I only charge $1 for shipping worldwide which is still cheaper than anyone else.

I also have a line under each product - Ships worldwide for $1.

A small one off fee of $1.25 is made to cover the packaging, to be honest decent pricing (i.e highish) with low shipping costs seem to work best.

No one has yet complained about the price increase.

Pibs




msg:3332789
 8:34 am on May 7, 2007 (gmt 0)

I'm suffering the same problem at the mo, low conversions, so I'm no expert :)

However we really need some idea of what you're selling before giving useful pointers outside of the real basics.

Physical products, downloadable products, an online service, an off-line service, to the public or business to business?

High priced items or cheap impulse items?

A high-priced real world service is going to be completely different from a low-price download. When you say "browsers" I presume you have more than one item and you're selling physical items? Have you tried attacking the local market?

What have you already done so far to increase conversion?

Your question is too vague to give solid answers but there's plenty of smart people here to help if you help them help you :)

P.

Blueharvest




msg:3333999
 6:29 pm on May 8, 2007 (gmt 0)

We sell edible widgets on-line to the public and businesses. The products are low cost.

[edited by: lorax at 11:42 pm (utc) on May 8, 2007]
[edit reason] widgetized [/edit]

Blueharvest




msg:3334000
 6:30 pm on May 8, 2007 (gmt 0)

So far we have been including free gifts to increse conversions.

Pibs




msg:3334022
 7:02 pm on May 8, 2007 (gmt 0)

To both customers AND businesses?

Then you're either tempting customers with the prospect of getting a single case at wholesale prices or you're running 2 different websites under one domain!

If I'm buying wholesale I want a clear bulk-discount structure, I'd like info on what is selling well, I want to know how quickly and efficently you'll handle my orders, what you'll do if things go wrong, a no-nonsense site, preferably with a log-in client area where I can easily manage the basics myself.

As a customer I need a darn good reason why I'd buy small edible widgets from you online when every corner shop on the planet has some?

For that I want personal attention regarding my high quality beautifully gift-wrapped and very special widgets which I'm almost certainly buying as a gift for someone else, with reassurance of fresh products delivered fast, with great presentation and which will make my beloved feel not only special but that the person who ordered such discerning widgets from such a specialist company must be kinnda special too.

2 totally different markets.

For the price of a domain name I'd build a 2nd site and optimize both for their intended clients.

Hope that helps?

But no way would I go online to buy a small edible widget.

P.

[edited by: lorax at 11:45 pm (utc) on May 8, 2007]
[edit reason] widgetized [/edit]

Blueharvest




msg:3334083
 7:49 pm on May 8, 2007 (gmt 0)

We sell 'retro' widgets.

We dont offer wholesale or bulk orders on the site but we do send orders to business addresses as well as homes.

Every shopper gets some free widgets, not just large orders :o)

[edited by: Blueharvest at 7:49 pm (utc) on May 8, 2007]

[edited by: lorax at 11:44 pm (utc) on May 8, 2007]
[edit reason] widgetized [/edit]

Essex_boy




msg:3334085
 7:49 pm on May 8, 2007 (gmt 0)

Blue harvest - similar line as one of my sites, you really have to work hard to diffrentiate your widgets over someelses, I found that by adding info pages abouts white choc widgets (history, origin, famous people who like it) sales have increased.

Ok by only a small amount ($135) but considering I had a conversion rate around 1 in 4000 (tis true) I have this down to 1 in 2500.

Ive also adsense on the info pages which allows me to ship free product to people asking about the items.

Demaestro




msg:3334117
 8:18 pm on May 8, 2007 (gmt 0)

I am fond of the crack dealer way of doing things.

Give them a free taste, once they are hooked. Start the fee.

There are many ways of going about this. for your niche you may have to be creative but some examples are.

- Offer a free product that is complex, charge for support. CMSs are a great example of this.

- Offer a product for free for a trial period, charge for continued use.

- Release a "slimmed" down feature set for free. Charge for the full featured suite.

These types of things work.

It is easier to get someone to pay for something they already like then it is to convince them to buy something they have never tried.

Ask Marcus... he is the king of free service making money.

Essex_boy




msg:3338148
 5:05 pm on May 12, 2007 (gmt 0)

BH myorder arrived from you, quickly and well packed.

So theres nothing wrong tehre.

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