i-way Consulting

e-business Planning, Consulting, Project Management, Training

i-way newsletter

September 2002

Converting Visitors to Customers

Converting visitors to a shop, showroom or trade exhibit into customers is the major sales activity focus of many businesses. And how do you persuade the people who read advertisements, brochures, and catalogues to become customers too?

Every business has its own ways and secrets. And there are some methods common to all - the standard sales and marketing techniques.

But how do you apply these to your web site? How do you convert web site visitors into customers? How do you turn interest into sales, directly from the web site, or indirectly by generating leads which are then followed with "off line" methods?

We’ve all seen too many web sites that do anything but attract us to buy!

I think there are two guidelines that will help you convert web visitors to customers:

Integration Ensure your web site supports all your other sales and marketing activities, and vice versa

Customer focus Give your customers what they want. A good web site gives customers as a minimum:

	Interesting, useful information
	Sales / sales enquiry invitations which attract the visitor to the first steps towards a sale

You will have to think hard about how you best apply these to your own web site.

And if you don’t - well, your web site may join the thousands of other boring unloved web sites out there!

Some Pointers

	Talk to your customers - what would they like to see on your web site? What do they like / not like about your web site now? Put these ideas into your web site!
	What are your competitors doing that is successful? Copy their good ideas!
	How can your web site help to support your usual sales and marketing activities?

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