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How to Convert Prospects into Buyers in E-Commerce

How to Convert Prospects into Buyers in E-Commerce

US$1,052.9 billion+ will be generated from on-line sales of products and services in the Asia-Pacific region in 2017 - source: eMarketer.

For on-line sellers, getting the prospect to find their site, stay on their site and convert to a buyer, is the challenge in a highly competitive space.

Build Trust

Even when the seller has the specific product the buyer wants; there are neuro-gateways the buyer must be guided through before they will buy. Especially when the brand is new or unfamiliar to the prospect.

These neuro-gateways are guided by a key question: Can I trust you? In the age where on-line scams are common knowledge, the buyer is more wary than ever as to where their money AND personal information is going. They need to believe their purchase is wise and their details safe.

E-commerce must work purposefully to engage the buyer and raise their level of trust. After all, they are about to hand over their credit card details to you. The buyer also needs to feel certain that who they are buying from, will do as they say they will do. They need to feel certain they will get what they have been promised.

For e-commerce, the seller is possibly more important than the product in the purchasing evaluation process.

Still not sold on the importance of building trust? Take a look at this.

Deliver an Experience

Think of the buying psychology a retail store uses to guide us through those neuro-gateways… music, product placement, scents (have you noticed Country Road now has a store scent?), greeters, visual displays suggesting how the product will best be used or worn… The buyer can touch, try and evaluate the product before they buy. At the check-out, they can use cash or other preferred payment methods. They, the buyers, are in control.

The same focus of building a buying experience is necessary for e-commerce traders.

Know Your Market and Customers

Having an effective Marketing Automation Strategy is only part of the recipe for e-commerce success. By accessing and utilizing smart data to spot buying trends and behaviours, you can better plan your on-line activity.

For example, millennials have grown up with e-commerce, so trust is important to them but they have less resistance to purchasing on-line.With millennials it is essential that your e-commerce is mobile enabled. Research shows that millennials like to browse mobile app sales support material when physically IN STORE! The note-to-self here… know your buyer demographic and what they want in the buying experience.

Source: LinkedIn Pulse

Promote your Brand Properly

Brand consistency on every page raises certainty. Brand consistency covers language, colour, logo, content, images and layout.

Expert Oleksiy Synelnychenko noted "If your brand is not ever-present throughout the checkout process, it can hurt conversion chances."

Links to social media pages that promote the faces behind the brand and happy customer comments, go a long way to bolster the brand and its legitimacy.

A SitePoint study noted that "69% of consumers are more likely to purchase from a small business if they are on social media."

When writing on social media, use the language that your ideal customer uses, this is great for them as you 'make sense' and it also enhances your search engine optimisation (SEO). In other words, your ideal customer can find you quicker as their search line is within your content; you're a match. You can also run AdWord campaigns that bring people using specific key search words your way (more on AdWords in another blog).

Communicating with your buyer throughout the purchasing process is a sure way to enable them to stay on your site and enjoy the purchasing experience.

Some suggestions for you to consider for your e-commerce site:

  • Use language that speaks directly to your ideal customer – great for the customer and your SEO
  • Ensure your site is optimised for mobiles
  • Suggesting alternatives when the product they view is 'out-of-stock'
  • Allowing ease of edits to their shopping cart
  • "You might also like…" suggestions that 'buyers of this product also purchased'
  • Ease of movement from shopping cart to store
  • Ability to go from shopping cart to previous page viewed
  • Detailed view of the product or list of specifications
  • Care / warranty suggestions (washing, warranty…)
  • Have a user-friendly returns policy and post its terms clearly
  • Order despatch date & delivery time before buying confirmation
  • Ask your prospect and buyer for feedback – how can we do better?
  • Say 'thank you' for visiting and we look forward to seeing you again soon

People like to be thanked. Why wait for them to buy to say thank you; thank them as they leave your site. It puts another brick in the wall of character for your organisation, and adds to your brand identity.

Other ways to encourage prospects to complete their orders or come back to your site to buy can be inbuilt into your website.

  • Enable your site to allow buyers to return to their unconfirmed shopping trolley at a later time
  • Using data, email them and invite them back to your e-store for a special offer?
  • Offer incentives such as vouchers or coupons to spend on their wish list or previously browsed items (this is where smart analysis of your site can be well utilised).
  • Connect them to your Blog
  • Reward them with a referral voucher

At the end of the day, your site is a living organism. At any point in time you can access the back-end of it and change any part of it. With time comes experience, and there are a number of ways you can review, edit, test and play with your e-commerce to create the sales success you desire and deserve.

In summary, our advice:

  • Know your buyer demographic
  • Create brand consistency
  • Build social proof (web, social media, blog)
  • Use purposeful content for better SEO – what key words will your ideal buyer use?
  • Focus on the buying experience your site provides not just the products or services
  • Test your pages – colours, font, layout, copy, functionality
  • Ask your customers what they want more of
  • Make is easy to buy from you – flexible functionality and mobile apps
  • Use a secure payment gateway that is branded as you
  • Say thank you

E-commerce is no longer a thing of the future, its here, and OpusXenta is an excited provider to those who are claiming their piece of the trillion-dollar pie. We specialise in both simple and complex fully integrated e-commerce solutions and we are happy to take your questions.

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Saturday, 18 August 2018

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