Do you want more site users to convert into buyers or customers?
The new report shows that as the buyer’s journey becomes more complex, it becomes more and more difficult:
- More than 50% Of consumers buy online because they can easily compare prices (source: Obello)
- 63% Shoppers requesting product information have not made a purchase for at least 3 months. (source: Marketing donuts)
- There are 6-10 People involved in B2B buying decisions. (source: Gartner)
And don’t forget an anecdotal car-buying trip Turn around Conduct more than 900 digital interactions, including Google search, video and image viewing, price comparison, contact with sales representatives, and more.
The buying journey is no longer linear. In fact, they are more like “journey“, there are now many “touch points” (for example, site visits, form filling, social media interactions) and random interference and interference.
If you want to understand the buyer’s journey vividly, this is a Wonderful illustrations from Gartner:
Although the discovery phase (while the target customer is still researching their options) may often be out of control, once they enter one of your pages, can the purchase journey for website visitors be shortened?
This is a difficult task, composed of many parts, and these are not magic bullets. Below is an overview of some more effective strategies that can attract more website users to complete their journey on the website instead of continuing to continue elsewhere.
1. The first thing: let your key pages fly
In today’s fast-paced Web environment, users feel like they are moving within the second of landing on a particular page.
Therefore, keeping website users interacting with your website and preventing them from leaving is by far the most important step.
And one of the biggest elements here is to ensure that your Fast page loading. With the development of the network, customers have higher and higher expectations for their network experience.
based on Google’s report, If the mobile web page displays the following content, more than 50% of people will leave the site Load more than three seconds. In other words, 1-2-3… During the boom, you lost more than 50% of your traffic.
On the bright side, reducing the load time by 0.1 seconds can increase the conversion rate by 8%.
This is huge.
Pay close attention to page load times, especially when it comes to important pages that convert website visitors into customers, such as product pages and checkout pages.This includes ensuring Your code is clean, Your image is optimized with Your website is optimized for mobile devices.
2. Get them to take action through personalized marketing
Marketing personalization Proven to be an effective method for a long time In order to keep web users on specific websites and increase conversion rates. However, few brands take full advantage of this strategy.
The fact is that AI-based personalization does not have to be too complicated or too expensive. There are some powerful solutions that provide AI-driven technology.
dialogue It is an e-commerce personalized platform that provides various tools and functions that can prompt shoppers to make purchasing decisions based on their intentions and desires and convert them into buyers.
The platform does not recommend similar (or even matching) products, but provides recommendations based on the journey of each unique customer, making the product irresistible.
3. Eliminate obstacles
This seems obvious, but many of these obstacles still exist.
In fact, there are many of these obstacles for effective marketing reasons. For example, a company may require customers to “request a demonstration” before they can purchase a product. There may be a valid reason: they want to match the right product with the right customer.
Another example is that many companies require customers to create an account in order to complete a purchase. This is usually done for the purpose of collecting customer data and personalizing future experiences.
Now, most companies in almost all niche markets are dealing with increasingly fierce competition, and none of us can rely on strategies that seem to have been in operation for many years.
There is always room to test new methods for sales and marketing. Here are some ideas on how to shorten the buyer’s journey by removing barriers:
- Consider limiting options. Sometimes too many choices can complicate the buying process, forcing them to think, research and ultimately delay making a decision. If there is a way to eliminate your plan or product proposal, please consider testing it.
- Test the immediate “Buy Now” button. Rather than forcing customers to “add to shopping cart” and then make purchases page by page, create a “Buy Now” button that can make purchases without interruption. WooCommerce offers “Buy Now” The button replaces “add to cart”, allowing customers to purchase the selected product immediately without leaving the product page.
4. Planning and publicizing social proof
Ninety percent Of shoppers read online reviews before visiting a business.
In short, unless you display a social proof on the site, 90% of site users may leave (or interrupt their journey throughout the site) to find it elsewhere.
It is a good idea to try different types and formats of social proof.it can be Tweet recommendation, Video commentary or featured Instagram demo:
Another useful idea is to convert your testimonials into videos so that they can be recycled as YouTube assets and blog content.This can be done easily with the following tools In the video Lets you easily create video slideshows:
This is a huge list All possible ways to design and place social proofs on your website.
Test, and then test some more!
Like almost all marketing strategies, don’t implement any of these strategies without first testing them.
Finteza provides a convenient A/B testing method No need to invest in expensive software for any content on your website.
There may be more ways to shorten the customer’s buying journey and increase the number of conversions. However, these four techniques may be the most powerful, and they can be used in almost any market segment. The good news is that all of the above methods will also make the lives of your site users easier, so you may also see more repeat customers! good luck!