Increasing Website Traffic and Conversions: Understanding the Buying Process

How to increase website traffic: with Business Growth Specialist Ford Saeks

Your prospects need to recognize they have a “Problem” — to become aware of need or desire! Sometimes, as marketers, we need to help them see the problem… we need to give them the headache…and then sell them the pain-reliever.

* Next is the “Information research & comparison shopping phase” — You can help guide your prospects through this phase by using free articles, specials landing pages, and content devoted to help them along.

* And the third stage is the actual Purchase –You must make it easy for your customers to purchase from you—especially online.

* And finally, there’s the forth stage in the buying process– the Post-Purchase Evaluation—Are they Satisfied or dissatisfied with the purchase? Prospects ask themselves “have I made the right decision?” You can reduce their concerns by offering: guarantees, warrantees, and testimonials, along with after sales communications.

So Let’s say I am in the market for new energy efficient car… how about a hybrid car… But I don’t want a little whimpy car… I want an SUV…and a Luxury SUV….
Think about the types of keywords that I might type in the search-engine?
“Hybrid car” …, “Luxury Hybrid SUV”… “How Hybrids Work?”… “Hybrid SUV Performance Ratings” and so on…

If you’re selling these models you’ll want to have content and keywords on your site that matches my search engine inquiries.

Keep in mind that your customers could visit you at several different stages of the buying process or just jump to the sale. Use caution on your assumptions. Let the market tell you what’s working… If what you’re doing now isn’t working—that’s a clear sign you need to CHANGE.

As an action step, think about the problems that your products and services solve. Are you making the fatal mistake that your prospects will just figure out the benefits you offer. Are you making too many assumptions about your prospects decision making process? Remember, stage one is your prospects need to know they have a problem that you can solve… and that problem may be positioned as a desire too, but it should be clear to your prospects that they’ve reached the best source for their wants and desires when they reach your website.

I’d like you to map out on paper the content you feel that YOUR prospects would need in the “research & comparison” phase. If you have several products, then you’ll need to repeat it for each one. What questions do they have about your products or services and make sure you provide the answers or a way to get those answers on your site. You may want them to fill out an online assessment form, download a special report…. Or create a comparison of features or products chart… or maybe have them fill-out a request form.

Next, go through your Purchase process, step by step and see if you can improve or simplify it. This episode is about driving traffic…and if you’re site’s easy to purchase from, it will enhance the customers buying experience and make it more likely that they’ll spend money with you and tell their friends and associates.

To help you increase your rankings in the search engines and for future Pay-per-Click advertising planning, make a list of the keywords you think your prospects would type into their favorite search engine at each phase of the buying process.. from research through to the purchase. Use a spreadsheet to help you organize and sort them for future use.

Before you invest in Pay-per-click and other efforts to drive traffic to your site, you must make sure your site is designed properly. You certainly don’t want to waste your efforts driving traffic to a website that sucks! Please don’t confuse Sucks… with ugly. Sometimes websites that you think would never sell anything, like one long scrolling page selling only one product…with three different color fonts and a big “buy now” at the bottom outsell the fancy sites with all of the bells and whistles. Your website is only effective if it quickly moves the visitor from the inquiry stage to becoming a qualified lead or by making a purchase.

My measurement of a website is by the profit it generates and that’s how you should evaluate your site too. Look at your site through the eyes of a marketer and the mind of the prospect. Remember, your site is a marketing tool and YOU…, not your web designer…, needs to control the focus of your marketing messages and action steps.

Ford Saeks Prime Concepts Group

lock / December 9, 2014 /

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