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Chapter 15 / Section 2 – Converting Web Visits Into Sales
A key part of the motivation for starting a website is to be able to use the site as a way of generating sales to those customers who prefer to buy online as opposed to buying by telephone or at a physical location. The importance of being able access this market has increased for most businesses as increasing numbers of people have been doing more of their shopping online over recent years. There are a huge range of different products and services that can be sold online, and the key is attracting the right people to your website and then converting those visits into completed sales.
Making A Purchase Time Critical
Many people who visit a website will spend some time thinking about their purchase and then return again to complete their purchase, but if you can make their purchase on the first visit then this will lead to a higher percentage of sales. This is usually presented in the form of a box that is clearly visible to the visitors, and can include incentives to the buyer such as a limited time discount or a free gift for a specified period. If you are looking to grow an audience for the long term, this approach can also be used to encourage people to sign up to a mailing list, offering a small free gift, but giving you access to a larger market for the future.
Special Promotions
Many companies will have their products online listed with many retailers, and if these are sold for a specific price, then using the website to sell the items as a special offer can help to convert visits into sales. It is also possible to offer a discount for multiple purchases which may not be offered by third party retailers, with the three for two offer one of the most popular marketing ploys used by many companies. Another interesting way that some companies will convert sales is to work with other companies that produce products that partner well with their own, and then to create a special promotional price if the products of both companies are bought together.
Promoting A Product Through Social Media
Traditional advertising is one way to gain attention from the general public, but social media such as Facebook, YouTube and Twitter can all be used to help draw visitors who want your product you your company’s website. One common promotional method is to take a video of the product or service in a practical setting, and those viewing the video will then see how it can help them, and will hopefully click through on to your website for a purchase.
Using Blogs And Other Websites To Promote Your Product
One of the greatest difficulties for new companies is gaining the attention of the public in a very competitive environment, so working with bloggers and review websites working in the industry can be a good idea. This can involve sending out a sample of the product, or offering an incentive for other websites to review and promote your product through their own website to that audience. If you choose to use this route, make sure they will provide a link to your own site, and that you are still able to operate profitably after the incentive has been offered.
