The Art of Driving Sales on your Company Website
What you need to know about driving sales and how to prepare your website
Internet access allowed us all to research for products online, compare them and make our purchase decision. The entire shopping experience has completely changed as we now have all of these products and services available to us from all around the world. As the customer experience is also affected by all of these technological and customer behaviour changes, businesses are increasingly focusing on finding efficient ways to drive sales on their company website.
After all, if you’re looking to increase the number of online purchases, where else will those purchases be made if not on your company website? That’s why businesses are investing their money into design hoping it will attract more visitors who will become interested in what they have to offer. Besides design, there are plenty of other things you will need to keep in mind if you wish to drive sales on your website.
From good copies, engaging images, intriguing headlines to displaying your benefits the right way, your website needs to contain all information essential for your target audience to make their decision. So, what do you need to know about driving sales and how to prepare your website for it? Stay tuned as in this article, we bring you all the answers.
Table of contents
- Starting with SEO
- Focusing on Social Selling
- Engaging customers through email marketing
- Delivering same-quality experience on various devices
- Closing the sale
1. Five-step Strategy
If you wish to learn the art of driving sales on your company website, first you will need a good strategy. So far, there have been dozens and dozens of strategies promoted as very successful and efficient for businesses. Regardless of the strategy you decide to implement or create from scratch, it will need to consist of five steps that are crucial for driving sales. Of course, it’s up to you if you wish to avoid one of the steps but the more of it you cover, the higher the chances for success are.
1.1 Starting With SEO
If you wish to build an audience around your website, you will first need to let the people know you have a website and where they can find it. Optimization of your website will show Google and other search engines your website is full of worthy content and you’re open for business! As some businesses even report half of their website traffic comes from organic search queries, SEO is something that simply can’t be ignored.
Optimizing Content on Your Company Website
Determine your keywords and start optimizing your content – text, videos, photos, infographics, etc. Implement these keywords in your content naturally and you will have more chances to rank on the first page of Google’s result page. Once you’re there, you will notice how big your traffic boost thanks to the organic traffic is.
1.2 Focusing on Social Selling
If you have to name one online place where your customers and prospects are spending most of their time, what would that place be? Social media, of course. We’re all active on at least one social media platform and as a business, you will need to determine most popular social networks for your target audience and start engaging with them there.
Engaging Your Customers and Prospects on Your Social Media Accounts
Start posting your content on these social media platforms and you will notice that your customers are looking into your profile. The reason why your customers and prospects will check your social media accounts is that they are more trustworthy than your website. On your website, you can write whatever you want and control what gets published. On the other hand, social media might allow you a certain level of control but the number of likes and comments will highly impact how others see your business.
1.3 Engaging Customers through Email Marketing
If you’re in constant communication with your target audience, it will be much easier to convince them to make a purchase. When you’re nurturing the relationship you have with your potential and existing customers, they will feel motivated to purchase your product or service. However, some companies struggle when deciding how they will maintain that constant communication. One of the most sophisticated ways to do it is through email marketing.
Send Regular Email Newsletters to Encourage Sales
Create regular email newsletters that will be sent to your customers and prospects, from industry trends to product-related articles that are published on your blog. You can include many useful tips and tricks for them as well. The key is to provide additional value so your audience benefits from your email newsletters and are motivated to proceed to the next stage of your sales funnel.
1.4 Delivering Same-quality Experience on Various Devices
You can’t ignore the trends around you. One of the biggest trends is that current customers are mostly doing their online research and even purchases through their smartphones and tablets. Is your website optimized for mobile? If your website fails to deliver a good experience on smartphones or tablets, your sales results will suffer.
Responsive Design and Simple Navigation is Essential
Your mobile visitors should enjoy responsive design and simple navigation that will help them find what they want and need. When you’re building or re-building your website, always keep in mind that a very big amount of your traffic will come from smartphones and make sure that every aspect of your website is optimized for them as well.
1.5 Closing the Sale
Of course, lead generation is crucial if you wish to grow your business but not having the right tools for closing sales will lead to failure. To close the sale, you need the right tools, starting from your online store which needs to work very fast and provide the potential buyers with the information they need to make their decision.
What Does Your Audience Need to Make up Their Mind?
Think about what your audience needs to be more encouraged to proceed onto the next stage. Is it adding mobile payments or investing additional money into securing your payment and checkout? If you’re in constant communication with your customers, you will already know what needs to be improved in order to enhance your results.
2. Useful Tips for Driving Sales on Your Website
So, after you’ve implemented all these five aspects into your strategy for driving sales, you should continue investing your time and money into finding efficient ways of how to make the most of your company website. Here are several tips that will help you with driving sales on your website:
Be honest and transparent about your pricing on the website. If your prices are not displayed, a significant amount of your potential customers will simply give up immediately while others will be even concerned about the additional costs you might include while they’re still doing their online shopping.
- Focus on proving you’re trustworthy. If your visitors don’t think your business is trustworthy while they’re scrolling down your page, you will have a hard time closing the sale. Publish customer testimonials and reviews to improve your trustworthiness.
- Allowing guest purchases will make it easier for your potential buyers to make an actual purchase as a lot of visitors don’t want to bother with creating an account or submitting a lead on your website.
- When you’re targeting customers, don’t just target the new ones as the existing customers are much easier to convert. If they were pleased with their first purchase, they are more likely to repeat this experience.
- Create a loyalty rewards program for your customers. You can shape it however you like, but the goal is to motivate your customers to purchase the product because they will get something in return.
3. Biggest Obstacles to Driving Sales on Your Website
There are plenty of ways to be successful in driving sales on your website, however, there are also many ways you can unintentionally harm the entire experience for your customers and prospects. Some of them are very obvious while others will seem as if they had nothing to do with driving more traffic and sales to your website. However, if you wish to achieve better results, you will need to avoid doing these things from the beginning. If your website has some of these elements or you are doing something from our list below, make sure you correct it on time.
3.1 Sliders on Your Homepage
Many companies have a slider image on their homepage. It allows them to display more visual information in one place and introduce the visitor to different aspects of their business. On the other hand, sliders on your homepage tremendously harm your sales. If your goal is to drives sales on your website, you should remove the sliders right away. When looking from the perspective of driving sales, sliders will confuse your customers and drive them away. Instead, create your website with sales in mind.
3.2 Displaying Too Many Pricing Plans
It’s great that you’ve noticed how diverse your audience actually is and you’ve ensured each of them can find a pricing plan that suits them. You might just have three plans but if you didn’t point out which of them is popular, you might lose your potential buyer. Highlighting one of these plans as the most popular choice is like social proof that encourages your prospect by letting him know others chose it as well.
3.3 Hiding Your Contact Information
How many times have you checked a website and liked its products or services and then, when you noticed there is no contact information, you simply left the website? This is something that the majority of customers will do if they are unable to reach a business and ask for additional information. Not having your contact information is worse than having a bad product. You invested so much of your time into creating your products, then you built your fantastic website but once your customer is interested, you are sabotaging the entire process. Add your contact information immediately if you want to enhance your sales results!
If you’re focused on driving sales on your company website, you need to start implementing information from our article right away. These techniques will help you engage our target audience and show them that your products or services are the right choices for them. Once you notice your conversion number is increasing, continue doing what you were doing. If you want to boost the revenue on your website, you have to give your customers what they want first.
Joel Koh is the director of One X Tech's Technology Management & Digital Solutions practice. He leads the firm's Asia Pacific office efforts in continually evolving and growing new capabilities to serve clients in technology-led transformations.