There’s an understanding that most marketers don’t have. Most marketers fail to understand that you can’t force people to buy no matter how good and effective their offer is.
Understanding the wiliness of a customer to buy, their reasons if they won’t buy and what might make them buy in future are critical stages you need to know in your conversion strategies.
Taking cognizance of these stages will help you to know how to convert the customer; even if they don’t buy you will be able to meet up with their exact need.
What are the conversion strategies?
Every customer goes through a process before they buy and likewise make their decision within this process.
It starts with them recognizing their need, look out for the source where they can get it, check out the different option (advantage and disadvantage), make their decision and buy if they want.
Which means the customer is always at a point within this process.
Knowing the point the customer is will give you a clue on how to approach her to the point of conversions.
And that make it the reason why small percentage of customers will buy when you approach them with an offer.
For others that did not buy, know their stages in the process and apply the conversion strategy in here to convert them.
Some percentage might still buy and some will not, hopefully they will someday.
Your Conversion Machine
On your blog or website you need a powerful machine that will move them from their present position depending on their stage to the point of buying.
That power is your content, that will be strategies to move every visitor from their present stage to the position of conversion where decision to buy will occur.
How to go about the conversion strategies?
The customer realizes they need something which in most cases is a solution to their problem which makes it the reason for their search.
For you to know this problem and the stage the customer is you have to do a research or survey.
This are better be done through your website or blog. This survey will help you to know what the customer inputs are and how to develop the solution; also it will help you to know how to capture them.
Create a content that talk about the problems and solutions to the target audience. Publish the content that attracts the problem-centric queries which the target audience has submitted in the survey.
Let the content start with the problem then focus on solution and leave the audience with their actionable steps to know what to do in having the solution.
A very good content example is: 10 Biggest Mistake We Make Using Solo Ads For Our Campaign (And How You Can Avoid It)
And don’t forget to stress the need of their actionable steps that you want them to take which is the call-to-action.
At this stage they you’ve move them to another level where exploration now set in and how to combat it is next.
Due to the level of competition in your niche the target audience know that you are not the only one that can deliver the solution and for the customer to have a fair deal and better result they will explore different options making it a very slim chance for you to win them at that stage.
The power of your content at this stage will now change gear to conversion via a solution base content.
Let your content focus on core solutions, give solutions that solve the problem beneath the problem.
A very good example is a customer in a desert that is thirty and looking for water to quench her thirst. Your solution driven content to her will not only be to give her water but cold water that will satisfy her more.
Having accomplished all the 2 stages above, the process has now made the customer more informed.
These processes now position the customer to a state and stage of choice.
The customer is now aware of the price tag, the brand that can deliver the solution and the next step to take in getting the solution.
Mind you, there’s a lot that will be ringing bell on the customer’s mind.
- Of what use is the feature to the solution?
- Is there any support?
- How about the guarantee?
- How about the warrantee?
- Do they have a competent team and are they friendly?
- How about their return policy?
These are just few of the thought that will be in the mind of your customer there might be more.
So, at this stage your content will shift from solution base content to features and benefits.
And that’s where the real work start due to the customer awareness that make her to be glued to your website, digging to know more concerning your product, the pricing and all that it entails.
My advice at this stage is to use all your good strategy to get the customer converted. Your strategy can be in your pricing, product trial options, promo or anything that your competitor doesn’t have.
This is the stage where your site will speak more of the complete, powerful, comprehensive and persuasive description of that product.
What you do is create content for the customer to consume that will make her to be more grounded to you. Content that will talk about each feature, warrantee, support and all the details of the products.
If your site does it, it will create difference between your product and your competitor’s product which are the quest your prospect is making through your website or blog.
With this you have an edge.
This is the critical stage of the conversion strategies.
At this stage you’ve already make the customer to know that your products is her best option due to your content driven messages that have delivered to her all the needed details.
Make her buying experience to be easy by making sure you optimize every steps towards your payment page on your website.
Optimize your call-to-action, pricing, shopping cart and payment options (Paypal, Credit & Debit Card etc), make sure it is easy and also secure for anyone going through the process.
Mind you, it’s not all customers that drop products into their cart that will buy, but nearly 3 out of 5 will make payment which now leaves you with a hint on how to focus on how to regain the abandoned customer’s.
Your marketing does not end when the customer buy rather it just began and that’s where your support plays a big role, make sure they have a very good experience that will make them to believe in you and refer you.
Please Note that people don’t by product they buy what is in the product for them. So make sure you optimize your support to play the good role that that will open the door for up-sell and cross-sell of other product that you have.
As stressed above if applied it will help to speed up your conversion. Though, customer’s behavior varies so you’re limited.
Your conversion strategies should be focus on dominating every stage.
Will you use this powerful conversion strategies to boost your sales? Feel free to share this insight with your friends.