Examples, Tools and Tactics

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Do you want more of your website users to convert into buyers or customers?

New reports show it's getting harder and harder as the buyer's journey gets more complex:

More than 50% Consumers shop online because they can easily compare prices (Source: Oberlo )

63% Shoppers asking for information about a product won't make a purchase for at least 3 months. (The source: Marketing Donuts )

Now available 6 - 10 people involved in B2B purchasing decisions. (The source: Gartner )

And don't forget an anecdote about buying a car became 900+ digital interactions including searching on Google, viewing videos and photos, comparing prices, contacting a sales representative, etc.

The buying journey is no longer linear. In fact, they are like trips.” “These days with a lot of “touch points” (i.e. website visits, form filling, social media interactions) as well as random distractions and interruptions.

If you want to visualize the buyer's journey, here it is great illustrations from Gartner :

While the discovery phase (when your target customers are still researching their options) is often out of your control, is there a way to shorten your website visitor's buying journey? Your once did they land on one of your pages?

It's a huge quest and involves many pieces – none of them are magic bullets. Here is an overview of some of the more effective tactics to get more of your website users to complete their journey on your website instead of leaving to continue it elsewhere.

1. First things first: Make your main pages fly

In today's fast-paced web environment, users feel like switching almost second they visit a particular page.

So keeping your website users engaged with your site and preventing them from leaving is by far the most important step here.

And one of the biggest factors here is making sure your page loads fast. As the web evolves, so do customers' expectations of their web experience.

Based Google report more than 50% of people will leave a website if a mobile page is lost more than three seconds to load . That is, 1-2-3… boom, you've lost more than 50% of your traffic.

On the other hand, improving your load time by 0.1 seconds can increase your conversion rate by 8%.

This is huge.

Monitor your page load times, especially when important pages are supposed to turn site visitors into customers, like product pages and checkout pages. This includes making sure your code is clean , Your images are optimized and Your website is optimized for mobile devices .

2. Get them to take action using personalized marketing

Marketing personalization has long proven to be an effective way to keep web users on a particular site, as well as improve conversions. However, not many brands are making the most of this tactic.

The truth is, AI-powered personalization doesn't have to be complicated or expensive. There are a number of powerful solutions that offer AI-based technology.

Dialogue is an e-commerce personalization platform that offers a variety of tools and features that help shoppers make decisive purchases based on their purposes and desires and convert them into buyers.

Instead of recommending similar (or even matching) products, the platform makes recommendations based on each unique customer journey, making the products almost irresistible.

3. Remove barriers

This may seem obvious, but many of them still exist.

In fact, many of these barriers exist for valid marketing reasons. For example, a company might require customers to "request a demo" before they can purchase a product. And there could be a valid reason there: They want to match the right product with the right customer.

Another example is a lot of companies that require customers to create an account to complete a purchase. This is usually done for the purpose of collecting customer data and personalizing the experience in the future.

Now that most companies in any niche are faced with increased competition, without which we can rely on tactics that seem to have worked for years.

There's always room for experimenting with new ways to sell and market. Here are a few ideas on how you can shorten the buyer's journey by removing barriers:

Consider limiting your options. Sometimes too many options make the buying journey complicated, forcing them to think, research and ultimately delay making a decision. If there's a way to get rid of your product plans or recommendations, consider experimenting with it.

Try the “Buy it now” button now. Instead of forcing your customers to “Add to Cart” and then jump from page to page to make a purchase, create a “Buy Now” button for distraction-free purchases. WooCommerce Offers “Buy Now” replaces the “Add to Cart” button and allows customers to instantly purchase the selected product without leaving the product page.

4. Selection & publication of social proof

Don't underestimate the power of social proof (reviews and testimonials). Nearly 9 in 10 consumers online reviews are just as important as a personal recommendation.

Ninety percent of shoppers reading online reviews before visiting a business.

Simply put, unless you display social proof on your website, 90% of your website users are likely to leave (or disrupt their journey on your site) to find your site. it's elsewhere.

It's a good idea to experiment with different types and formats of social proof. It can be in the form testimonials tweeted video reviews or curated Instagram demos:

“How did they wear it?” Instagram updates can be powerful spot-on social proof.

Another helpful idea is to turn your testimonials into videos so that they can be recycled into YouTube content as well as blog content. This can be easily done with tools like InVideo allows you to create video slideshows easily:

Reuse and promote social proof by turning it into video

This is a huge list all possible ways to design and place your social proof on your website.

Test and then test some more!

Like with any marketing strategy, don't do any of these without testing them first.

Finteza provides an easy way to check A/B anything on your website without expensive soft investment.

For WordPress users, This is a simple guide on how to split test using complement. Final, Here is a helpful checklist about A/B testing and how to leverage it.

Inference

There can be other ways to shorten the customer journey and increase conversions. However, these four tips are perhaps the most powerful, and they work in most niches. The good news is that all of the above methods will also make the lives of your website users easier, so you are likely to see more returning customers too! Good luck!