How to Use Content to Convert a Visitor into a Customer
Creating content which converts a visitor into customer is critical. Let’s say you have a website or a specific page that drives traffic from multiple sources like social media, ad campaigns, etc. and you attract visitors to your site. For example, let’s say you have 100h people visiting your website that you hope to sell your product to and only one or two of them ended up buying your product.
That’s just a 2 percent conversion rate. In simpler terms, it means that you sold something worth $50 twice after showing it to 100 people. That low conversion rate is what affects your business. This tells you that people are visiting your store, but instead of buying your products, they look around and then leave. Maybe a few of them just wanted to browse, but when the majority of people leave without buying, you might want to rethink your content strategy.
You are doing your job well in getting traffic to your page, but the goal is to convert as many of your visitors as you can into your customers. To gain more profit, you have to increase your conversion rate. For that to happen, you need to create better content.
Increasing your conversion rate is essential, so let’s turn those browsers into buyers.
Customize Your Page and Make it More Attractive
When a visitor first comes to your site, your site needs to look attractive. It should catch the eye of the visitor instantly. It should be impressive enough to force the visitor to stay and explore. The more time a visitor spends on your page, the better your chances of selling your products. If someone comes on your page and the page is oddly designed or keeps on forcing ads to the visitor before they can even explore your products, the chances are they will leave your page and never return. It’s crucial that your page looks attractive and is easy to navigate.
Be Descriptive about Your Product
Today, people buy what they see on the internet. The product description plays a vital role in selling. You need to be as descriptive as you can. The visitor should get all the necessary information they would need to purchase the product. This doesn’t mean that you have to write an essay on the product, just the critical information so that the visitor doesn’t have to ask questions.
Use Proper Product Images
You need to show the visitor what your product looks like. For that, you can hire a professional photographer or take high-quality pictures yourself. Photos need to be authentic and taken from multiple angles. If it’s a bracelet, for example, display it on someone’s wrist so the potential buyer can visualize what it looks like on themselves. Sometimes when people are surfing on social media, they come across some nice images and end up purchasing the displayed products.
Getting the Right Traffic
You need to take a look at where your traffic is coming from. If most of your traffic is coming from social media, then there are low chances of visitors buying your product. Social media browsers often come across an ad or a page, and they may click onto the website and take a look around, but they often leave. It’s good to get traffic on your page, but the purpose of the page is to sell the product.
You need a proper way of getting traffic on your page to sell something. For that, you can use Google Ad-Words or Bing. These websites allow you to run ad campaigns and keep a proper tab on traffic coming to your site. Running ad campaigns on Facebook is also okay, but it’s not as effective as Ad-Words. This doesn’t mean that social media traffic is bad, it’s not just not as profitable as an ad campaign.
Connecting with Your Visitors
Connection or communication is essential in every business. What better way to connect to your customers than social media? Setting up your website on social media is important. In this generation, most people spend their free time on social media. As I pointed out earlier, most of them might not end up buying, but some will or they will refer your site to a friend. Plus, maintaining an account on social media shows your client that you are a legitimate website and helps to establish trust. It also gives you an easy way to connect with your clients.
If you attractively customize your page and use proper images, write an informational description and learn to drive relevant traffic to your page, then you can convert your visitors into paying customers.
Author Bio: Smith Willas is a freelance writer, blogger, and digital media journalist. He has a management degree in Supply Chain & Operations Management and Marketing and boasts a wide-ranging background in digital media.