E-commerce Link : Convert Browsers into Buyers
Seven sure-fire techniques to boost customer conversion on your Web site
November 2002 By Ken Burke
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The key to successful sales conversion is making a relevant presentation to the shopper. This is just as true on the Web as it is in any other sales environment.
Here are seven proven techniques you can use to make the shopping experience more relevant to your customers' needs, make the buying process easier, and remove roadblocks along the path to purchase. Whether your shoppers are newcomers or long-time customers, these techniques will help you convert more of their shopping sessions into actual sales. They will continue to deliver value during all subsequent contacts to build a strong and loyal customer relationship.
1. Apply segmentation practices to page messaging: This is probably the most important element in boosting conversion. Use what you know about your visitors to divide your customer database into groups with similar traits, and then modify your site to appeal to each group. This could be as simple as having separate hard-coded landing pages for each e-mail campaign you run. An intermediate step could be to simply alter your home page messaging for two distinct groups: new and returning customers. Advanced initiatives will use a personalization engine for dynamic site-wide customization; landing pages, home pages, gateway pages, and so forth are tailored on the fly to be more personally relevant to visitors. Even minor changes in messaging can lead to higher conversion rates by increasing the relevancy of every page your customers view.
If you know nothing at all about a visitor, provide messaging targeted at first-time buyers; brag about your great return policy, customer service or first-time buyer discounts if you have them. If your visitor clicked through from one of your marketing e-mails, make sure you highlight products featured in the e-mail. Whatever your customers' interests, your main images, product kickers, product sort order and other details should reflect those interests as often as possible.
2. Personalize your offers: Again, use what you know about your customers. Tailor your offer to be relevant to them. If a specific customer spends some time looking at your new products without buying anything, perhaps it's time to offer a discount or free shipping on a purchase of any new product. Different people respond to different incentives; some will jump at free shipping, and others might react favorably to a 10-percent discount. With a little analysis of your database, you're likely to figure out who is interested in what. Customize your marketing e-mails to announce your tailored offers to your different customer groups.
Here are seven proven techniques you can use to make the shopping experience more relevant to your customers' needs, make the buying process easier, and remove roadblocks along the path to purchase. Whether your shoppers are newcomers or long-time customers, these techniques will help you convert more of their shopping sessions into actual sales. They will continue to deliver value during all subsequent contacts to build a strong and loyal customer relationship.
1. Apply segmentation practices to page messaging: This is probably the most important element in boosting conversion. Use what you know about your visitors to divide your customer database into groups with similar traits, and then modify your site to appeal to each group. This could be as simple as having separate hard-coded landing pages for each e-mail campaign you run. An intermediate step could be to simply alter your home page messaging for two distinct groups: new and returning customers. Advanced initiatives will use a personalization engine for dynamic site-wide customization; landing pages, home pages, gateway pages, and so forth are tailored on the fly to be more personally relevant to visitors. Even minor changes in messaging can lead to higher conversion rates by increasing the relevancy of every page your customers view.
If you know nothing at all about a visitor, provide messaging targeted at first-time buyers; brag about your great return policy, customer service or first-time buyer discounts if you have them. If your visitor clicked through from one of your marketing e-mails, make sure you highlight products featured in the e-mail. Whatever your customers' interests, your main images, product kickers, product sort order and other details should reflect those interests as often as possible.
2. Personalize your offers: Again, use what you know about your customers. Tailor your offer to be relevant to them. If a specific customer spends some time looking at your new products without buying anything, perhaps it's time to offer a discount or free shipping on a purchase of any new product. Different people respond to different incentives; some will jump at free shipping, and others might react favorably to a 10-percent discount. With a little analysis of your database, you're likely to figure out who is interested in what. Customize your marketing e-mails to announce your tailored offers to your different customer groups.
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