How to Turn Your Organic Site Visitors Into Loyal Customers
You’re getting quality traffic to your e-commerce store.
As a small business owner, you’re tasked with turning those visitors into customers. It’s up to you to woo consumers into purchasing your latest products.
While it may sound difficult, don’t panic. Matt Ackerson, founder of AutoGrow, offers sage advice:
“Once you understand that traffic is just like energy or water and you just need to create pathways to direct it where you want it to go, the rest is easy. Don’t make the mistake of over complicating it though. So many business people think success has to be complicated when it doesn’t.”
Let’s make the process simple for you and the consumer. Here are five ways to convert your traffic into loyal customers.
1. Write Creative Product Descriptions
When it comes to marketing products online, storytelling really does matter. It only takes one click for a consumer to exit your site and visit a competitor. You can keep your customers’ attention and sell more items by crafting creative product descriptions.
Descriptive text is an opportunity to highlight your products and showcase your brand’s personality. You want the product description to breathe life into the item.
To achieve this objective, set the scene for the buyer. You want the shopper to imagine themselves using the product. It’s also helpful to skip the corporate jargon. Aim to use the everyday language of the typical consumer.
Online women’s clothing retailer ModCloth uses expressive words to persuade its consumers into purchasing their inventory. Each product description digs into the emotional state of the shopper’s mind. Not only do you learn about the product’s physical dimensions, but you also understand how it will make you feel.
When writing product descriptions, focus on turning features into benefits. How will the item improve consumers’ lives? What will the product help them achieve? Dig deep and touch their pain points.
Stand out from the competition with unique product descriptions. You’ll appeal to your audience’s imagination and increase their desire for your products.
2. Create a Sense of Urgency
With a jam-packed schedule of work assignments and family responsibilities, it’s easy for your consumers to delay buying products at this very moment. That’s why your team must nudge them to the checkout cart sooner than later.
Creating a sense of urgency isn’t about causing a state of panic for your audience. Instead, you want to help them make a speedy decision about the products they already want.
“Urgency can be blocked by your customers’ minds if you don’t give them specific instructions on how to solve the problem. Rather than giving vague instructions, tell people exactly what to do when the time comes and don’t be afraid to drive them toward specific actions,” says Gregory Ciotti, former senior content marketing manager at Help Scout.
A few urgency tactics include adding a countdown clock to your sales page, showing the limited number of items in stock, and offering discounts on abandoned cart items.
You may want to spotlight product demand, too. For instance, you can show how many people have already purchased a particular item—using FOMO as a marketing strategy.
A small dose of urgency is helpful for getting your customers across the purchasing threshold. Product value mixed with persistence means more sales for your business.
3. Offer Top-Notch Customer Support
Research shows that “on average happy customers tell nine people about their experiences with a company.” If you’re delivering superb customer support, that’s an opportunity to generate more revenue for your e-commerce store.
While online support varies from the traditional in-person experience, some of the same principles apply. Your purpose is to offer immediate, accurate help with a touch kindness. When speaking with your support reps, consumers should feel special.
Begin with a warm-hearted, concerned tone when talking to customers. Your team will want to approach each conversation as if the consumer is talking to a friend, not stranger.
Also, it’s important to train your support reps to solve customers’ concerns as quickly as possible. Shoppers respect business efficiency because it doesn’t waste their precious time.
BaubleBar values its shoppers and makes offering customer service a priority. The accessories retailer allows customers to email and call their staff members. Plus, the company posts their availability along with the normal response time.
And don’t be afraid to apologize to your customers. If you make a mistake, acknowledge your error and continue to provide high-caliber service.
Quality service is the key to ensuring casual shoppers turn into loyal customers. Give your audience different support channels to connect with your team.
4. Build an Exclusive Community
The desire to belong is part of your consumer’s humanity. In one way or another, we’re all seeking a chance to be part of a specific group, team, or club. Your e-commerce store can satisfy that consumer need by establishing a brand community.
“We have an inherent need to be a part of a social community and to feel connected to others. It not only makes us feel secure and comfortable, it inspires us to take action to achieve our desired results as well,” writes entrepreneur Akshay Nanavati.
Brand communities take many shapes and forms. There’s the VIP rewards programs with die-hard fans seeking exclusive perks. Or you can develop an advisory panel where consumers can give you insight on their interests and tastes.
Fostering a community requires time and patience. You’ll want to create rules and expectations for your consumers. That way, you’re building trust early in the relationship.
Go beyond the usual benefits of a community. Ask your brand advocates for their honest feedback in exchange for unique product discounts. And be mindful not to bog down your loyal members with excessive emails and push notifications.
Communities ensure regular contact between your business and buyers. Elevate your e-commerce store with brand advocates championing your mission.
5. Present an Irresistible Exit Pop-Up Offer
Believe it or not, your consumers aren’t excited to buy your products every time they land on your site. They may visit your store to just do price comparisons, or they might have a few minutes to spare during lunch and occupy their time by browsing your website.
While consumer intent may concentrate on another purpose, your goal is to reel shoppers in and persuade them to purchase. And one of the best ways to do so is with exit pop-up offers.
An exit popup is a message that appears when a visitor tries to leave your site. It helps your team refocus the consumer’s attention back to your store.
This popup is a prime location for you to give visitors a special deal, offer an instant promotion, or add them to a particular email newsletter.
Behappy.me knows how to capture the attention of visitors attempting to leave its site. The store offers first-time buyers an extra 10% discount to influence their buying decision.
There’s always one last chance to entice your consumers. With exit pop-up offers, you can grab hesitant shoppers who need extra motivation to buy your products.
Turning Traffic Into Trust
Persuading visitors to become customers isn’t an easy task. However, with a sound strategy and patience, you can get shoppers to the checkout cart.
Start with drafting creative product descriptions to get visitors excited about your items. Then, create a sense of urgency with limited-time sales. And always offer five-star customer support to show consumers you truly care.
Build trust to convert your traffic into loyal customers.
Shayla Price creates and promotes content. She lives at the intersection of digital marketing, technology, and social responsibility. Originally from Louisiana, Shayla champions access to remote work opportunities. Connect with her on Twitter at @shaylaprice.