The Simple Trick To Keeping Visitors On Your Website
This year I've adopted a new mantra: Make it simple but significant.
Did you know 74% people are likely to switch brands if they find the purchasing process too difficult?
To get value from your customer, you need to give them value. That means giving them the right information, in the right place, at the right time, every single time.
Putting this in context of your website, you have to simplify the process your customer goes through from finding you, engaging with you and going through the buyer's journey to becoming a customer.
How do you simplify?
Start by writing down all the steps customers need to go through from finding you to purchasing a product/service.
What steps do my customers need to take?
How can I simplify this process?
What can I do to provide more support at each step?
Your goal is to meet people on their terms and help them navigate their way to finding a solution to their problem.
For example, before buying from you, your customers probably have a number of questions and objectives. They will vary depending on business but there are a few that remain true for all.
Pricing - How much does this charge?
Product - Which solution best fits my needs?
Reviews - Has this worked for others?
Refunds - Do you offer refunds?
These are just a few. Now think about how you can address these concerns by providing the right answers on the right pages of your website.
Include clear pricing information on the appropriate sales page. You could also link to a helpful article that explains the cost of each product/service so that customers understand the value they are receiving in exchange for their purchase.
By the same token, if pricing varies, be sure to share an article explaining why it varies and what is accounted for. You may also want to include an option for a 15 minute consultation or a form for a quote estimate.
Do you offer multiple purchasing options? Be clear about the differences between each and who might be best suited to each solution.
People don't want to risk investing in something without a return. Provide testimonials, reviews and transformations to show the results you product in action.
This helps people feel secure in their purchase. It lets them know that if you don't deliver on your promise, they haven't lost anything as a result. This could be a money back guarantee but it doesn't have to be. You could offer a no-refund policy but instead offer some kind of trial or discussion up front so that the customer feels like you are the right fit for them.
Having an 'Are we a fit?' page or section on your website can also help with this. You can find an example of this on my hire me page.
These are just a few examples.
By providing the right resources to your customers in an easily accessible way, your buyers become empowered. As buyers become more empowered, it’s less and less about what you sell and far more about how you sell it.
Your ultimate goal is to create an end-to-end delightful customer experience and model that matches your customer’s behaviour.
93% consumers are more likely to be repeat customers at companies with remarkable service.
It starts with understand your customers and adjusting your processes to suit!