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Stop Making It So Difficult for Customers to Buy What You're Selling
A website’s objective is to help customers find the business that provides what they need and then guide them to purchase. So make it easy for them to do that!
We attended a webinar recently in which the presenter pointed out a series of roadblocks that discourage prospective customers, roadblocks that are common on many websites. The goal of any business is to make sales, so knocking down those obstructions only makes sense. Check your site against this list to see if you have inadvertent roadblocks:
Do you use spot-on SEO?
Lots of traffic to your website is not the goal. You make no sales from a thousand visitors who don’t need your product or service. Instead, you want targeted traffic from visitors who are truly interested in what you are offering.
Well-researched Search Engine Optimization will help you be found by the right people. Choose the appropriate terms and then structure your website to use them effectively so that your marketing message reaches your specific customer.
Do you fulfill the SEO promise?
When your SEO is working well, the right visitors will arrive at your website. Be sure it meets their expectations or they will quickly click away again. Everything from colors to style to graphics should accurately represent the search terms for which you are optimizing. Help your customer feel confident that they are where they should be.
Have you simplified the text?
There is a place for in-depth content, but a “click to learn more” approach is best. Trim long paragraphs and use bullet points to help your prospective customer scan important facts without getting overwhelmed. Certainly, provide details for those who want more, but don’t put barriers in front of those who are ready to make a purchase.
Have you clarified the Call To Action?
If you want a visitor to do something on your website, tell them! “Buy now” is one CTA, but so is “Learn more,” “Schedule a consultation,” and so on. Refer to your sales and marketing plans when mapping out the buyer’s online journey to decide what to ask your website visitor to do. Then ask them to do it.
Have you added more CTA options?
The end of the buyer’s journey is a natural place to have a Call To Action, but it shouldn’t be the only place. If a customer is ready to buy earlier, then don’t make them wait. Consider adding “Buy now” buttons after a persuasive bullet point or under a winning graphic. The last CTA on a page might be “Learn more” for visitors who followed the sales path, passed up the “Buy now” buttons, are still interested, but not ready to make a decision.
These suggestions may seem obvious, but as that webinar presenter mentioned, many businesses don’t even realize their websites have roadblocks. Take some time to evaluate your own site to see if you are making it more difficult than it needs to be for customers to buy from your business. If improvements are needed, give the Sprocket team a call.
Photo by Anna Tarazevich
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Kate Gingold
I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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