3 STEPS TO SUCCESS – STEP II:
TURNING VISITORS INTO CUSTOMERS

Step II: Turning Visitors into Customers

Once a visitor has chosen your website, it becomes particularly important to convince them within a few seconds that they have found exactly what they were looking for and that the site offers them benefits. Now, you need to persuade them to become a customer. This will only be possible if:

The customer will accept the Internet and the provider, i.e., you as a partner, only if they gain trust. Therefore, it is essential to foresee and scrupulously respond to every detail of the purchase and contract. Each question must be clearly resolved to avoid any uncertainties on the part of the customer. They must be able to recognize their advantage immediately.

What are the goals and strategies of your website? Are you looking to acquire new customers, just present your company, or also handle requests and orders? A clear structure that leads quickly and securely to the company's products and services is essential. The user seeks quick and secure information. They only dedicate a few moments to the Internet, then they want to reach their goal.

Your Unique Selling Proposition

Every website owner wants to be among the top positions in search engines. However, the competition is also active and has valid ideas and information. So, why should your site be chosen, and the purchase should be made right here? It's up to you to convince everyone with strong arguments that you are the best partner for them.

Building Trust

The best recommendation is always a word from a friend or a partner. If we receive advice from them about buying a product or choosing a company, we often blindly trust their experiences and make decisions faster.
Recommendations and Testimonials

A great article, competitive prices: if your product is not known and appreciated in your online offering, potential customers will not trust it and will not buy it. Testimonials play a special role in this context. If they were once "word of mouth" recommendations, today they are credible statements from more or less well-known customers who express positive feedback on your company's performance and products. These references or testimonials can and should also be present on your website. In this way, new customers will have the impression that they can trust your company because other customers have had very positive experiences.

Guarantees and Safeguards

If you need to gain customer trust in your company and your online offers, the first step is to offer security and guarantees. A "satisfaction guaranteed or your money back" policy for products that do not fully meet customer expectations or the right to exchange for incorrect sizes in clothing can be ideal security guarantees for the buyer.

In the case of products ordered online, a 14-day withdrawal period from receipt of the goods is offered. Show generosity by extending this period, and you will clearly distinguish yourself from the competition with this small step.

Navigation + Usability = Usability

The user must be able to move quickly and securely within the offering. Therefore, navigation must be easily understandable. Links must be meaningful and clear, so the user can quickly advance in the search and navigate to the content of the next page without much thought. It is essential to structure the page clearly. It is advantageous to have fewer menu items or navigation elements on the homepage, but provide the user with a clearly structured page with clear instructions and information. Absolutely avoid unnecessary clicks and steps that distract or confuse the visitor.

In structuring the page, the offering of services or products should be divided by target audience or market segment, so as to immediately direct the user to the desired offer, without having to go through the entire offering with multiple steps.
Easy Online Purchasing

In offerings through an online shop system, the customer should be able to easily and quickly reach the order process. This should be possible from any point in the offer and with a few steps. Three or four clicks, and the desired item is in the cart and is being ordered? This should be the goal, as customers consciously choose the online option to save time and unnecessary searches.

Studies in the industry show that about 80% of online shop users have abandoned an intended online purchase simply because the online shop pages were unclear and confusing. Usability studies show that every additional click on a website can dissuade 20% to 30% of potential customers from making a purchase!

The success of your online shop therefore largely depends on the ability to order quickly and without complications, on the ease and speed of navigation within the pages. The terms of delivery and payment for the ordered product must be clear to the customer. Likewise, conditions for any exchanges or returns must be defined to avoid unpleasant surprises for both the company and the customer.

Highlights of Your Company

Positive media coverage of your company and offerings are references that potential customers will notice and that should generate trust. Therefore, in presenting your products and offers, quality and proof seals, awards, certifications, or received nominations should never be missing. Each person should be immediately informed of the quality and excellence of your products and services and recognize that you stand out clearly from the crowd.

Objective: The Optimal Landing Page

Many homepages are often too fragmented, meaning that to study a large number of subpages, the user needs a lot of time. Interest is quickly lost, and potential customers drift away.

Our recommendation: Each area, each product, and each AdWords advertisement receives a special landing page. This way, the visitor is directly directed to the goal.

They will immediately find the desired product, request information, or schedule an appointment. The customer's interests, benefits, and advantages are the focus of these landing pages.

Call to Action

It's not enough for the landing page to be simply read; it must primarily evoke a reaction. So, provide the user with concrete instructions on how to act, link them to a summary of the benefits they will receive. It's not enough to explain the order process; it's even better to have a clear call to action, such as "Order now!" or "Click here now!" Increase the pressure to act immediately, promising a time or quantity limitation on the offer or a preferential price.

If you have convinced the visitor of your landing page and they have placed an order, this conversion is called a "Conversion." The conversion rate is the percentage of visitors who have made a purchase or registered. This way, you can measure the success of your landing page, as it symbolizes the customer's approval of your offer.

Another advantage of these landing pages is that you can simultaneously carry out a success check of your advertising. Through tracking systems, such as Google Analytics, you can precisely understand how visitors arrive at your site and whether a conversion has occurred. Moreover, you can see which landing pages were used most frequently. Advertising on these pages should be intensified and optimized.