Creating a website takes time, money and expertise.
If you’ve created a new site, don’t you want to make sure as many people as possibly click the “Checkout” button?
I’ve had experience working with clients in a variety of industries, and I’ve learned a few tricks to help encourage today’s target audience to become tomorrow’s customers.
Let’s get your website kick-started with these three tips.
1. If You’re Going to Discuss Cost on Your Site, Emphasize Savings
One of the biggest problems I see with the home pages of major sites is the emphasis on price. A price for a service, outside the context of the broader market, is a turn-off to potential buyers. If I’m working with a client that’s looking to earn more customers (I have yet to meet one that’s looking for less), I always ask them to think about what’s most important to a customer.
Depending on how they’ve segmented themselves into the market, the most important thing to their customers might be reliability and quality. In this case, price isn’t even worth mentioning until the customer is ready to make a buying decision.
On the other hand, if the target customer is incredibly price conscious (a site that sells commodities with little differentiation from the selection on competitor’s sites) it’s best to show pricing that’s accompanied by an “average savings”, or other value-building indicator.
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Look at the online specials offered by this AC repair service in Texas. They have an entire page dedicated to pricing, and they use an old-style coupon to convey that the customer is getting savings on-screen. And what’s better than free? They’re winning twice because they’re offering customers a free second-opinion.
Free gives consumers the confidence to schedule a call without feeling like they’ll need to pay for a service they might not appreciate. Plus, the free interaction gives them the opportunity to earn a solid client relationship.
Focus on offering consumers a clearly communicated price-advantage up-front, or avoid bringing up cost until the customer is in the checkout phase.
2. Offer Visitors the Opportunity to Instantly Communicate
The best sites empower customers to connect with the brand they’re learning about. If you think of a website like a retail storefront, you need a salesman to close the sale and provide on-demand education. Page after page of product information is a start, but the trend towards customers seeking personalized shopping experiences is bringing back the demand for old-school sales staff.
To help meet the needs of both consumers that want a web-only experience, and customers that want a personalized, human interaction, sites are bringing in chat boxes that open upon the request of a site visitor.
For example, CheapGames uses this strategy to build an on-demand connection with their customer. The top of their site is an attractive banner, then a grid of products that allows the customer to view different products and compare purchasing options. Out of the way, but not out of mind, is a “chat” tab that opens a chatbox at the customer’s discretion.
First-time customers have a degree of nervousness about submitting an order with a company that’s unfamiliar to them. Smaller businesses rely on a personal connection to bridge the gap and build trust. On their website, CheapGames uses their chat box to reassure customers and explore additional needs that can be fulfilled with their products.
3. Create Instant Value With Short, Impactful Statements
Many websites fail to quickly communicate their brand’s values and promises. Throwing a ton of information on a website is important in terms of educating motivated shoppers. But most casual shoppers will look at a webpage full of text and decide that reading through all of that complex information will require more effort than they’re willing to invest.
To attract consumers with varying attention spans and interest levels, take a page from this product review of the FitBit Ultra. In the review, Menta shares a ton of information and insights about the product. He’s got a lot of backstory that he wants to convey, and he has performed exhaustive analysis, which has produced thorough results. So how does he communicate his in-depth analysis without putting the reader to sleep?
He breaks apart his findings into bite-sized pieces. At the beginning of the article, he explains in bullet-points his primary findings. Then he strategically used bold-faced type to draw the reader into the text with cues, like “Here is a basic fact“, and “Getting to the point…”. He’s building excitement in the reader because he’s giving them a clear benefit to continuing to read. He also includes a YouTube video that supplements his writing.
Emphasize savings. Encourage interaction, and organize information into bite-sized bits. Take the time to plan out your content in a way that’s easy to digest. If you’re going to bring up price, emphasize savings instead of an out-of-context price. And don’t forget to give new customers a way to personally connect without having to leave your site.