It doesn’t matter how much traffic your website is getting, or how many people see, or even share your content, if you can’t convert that traffic into sales. You need to know what’s stopping your site visitors from buying, and how you can overcome those problems. Read on to find out how you can use direct market copywriting, valuable content and strategically placed calls to action to close more sales.
What Are Common Barriers & How Can You Overcome Them?
If you have completed any market research on your target audience you can use this to help convert traffic into sales. In order to convert site visitors into paying customers you need to understand what possible barriers could be stopping them from buying, and how you can overcome those barriers in order to close the deal, most of which can be gleaned from your market research.
For example, if your target audience is made up of a younger demographic that tend to have low-paying or temporary jobs, one barrier stopping them from purchasing could be coming up with the cash. If this is the case, you could offer a payment plan option where they can have the product/service now, and pay it off over time. This will effectively overcome their cash flow problem and allow them to act straight away.
Create A Sense Of Urgency
If you can create a sense of urgency in your content you will be able to increase the conversion rate of your website. One way to create a sense of urgency is to promote great deals with limited time offers. This encourages users to act now in fear of missing out on the offer and having to pay more when they finally make the purchase.
You can also use direct response copywriting when writing your website content to build a sense of urgency in the user as they read, and subtly encourage them to act now rather than later.
Create Content That Provides Unique Value
Creating uninteresting pieces of content that are carbon copies of articles on all of your competitor’s websites is a great way to lose sales. If you’re going to convince your reader to buy, you need to provide them with a unique value that they can’t find anywhere else. You need to create content 10x better than your competitors. For example, if most of your competitors have some form of a general guide to choosing a car, then you need to create the most up to date and comprehensive guide to choosing a car available on the internet.
Don’t create content for the sake of posting new content. Create valuable content that will establish your brand as an industry authority. This will build brand awareness and trust, and encourage users to return to your site when they are looking to purchase.
Use Strategically Placed Calls To Action
It doesn’t matter how interesting and engaging your content is, if the reader doesn’t know what the next step in the purchasing process is. You need to create content that guides the reader to interact, with a clear path back to the point of sale. For example, you can direct your content to include mentions of your products with a link back to the corresponding product page.
Calls to action are a great way to indicate to the reader what the next step in the purchasing process is, however, they must be strategically placed to be effective. For example, if you put a “BUY NOW” button at the top of an article it can appear spammy and is unlikely to encourage sales. This is because the reader hasn’t even had a chance to read about your product and you’re already asking them to buy it.
Conversely, placing a call now button right after a paragraph that outlines how your product can benefit the reader is a relevant call to action that is likely to prompt the reader to act. Additionally, it is highly convenient as they won’t need to navigate the page to find the contact details of your business in order to buy.
Now that you know how to convert site visitors into customers, you will need to expand your brand presence across multiple platforms for best results.