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by: Jeremy Rwakaara


Traffic. Everyone hates it during the rush hour commute, yet as business owners, we all have visions of massive amounts of it rushing towards our sites. However, the most important factor to have in mind is not solely the volume of traffic, but how much of it you can turn into BUSINESS (i.e., a sale).

Below are 21 strategies you can apply to help you convert site visitors into customers:

1. Display a convincing “Call-To-Action” (CTA). What do you want visitors to do once they arrive at your site? Book a tour? Purchase an item? Subscribe to your mailing list? Sign up for a course? Reserve a room? Whatever it is, make it easy for the visitor to do so from wherever on the site they are using obvious buttons (e.g., ‘Download’, ‘Add To Cart’, ‘Try’, etc).

2. Show a coherent mission statement your customers can relate to. With your mission statement, you should make your visitors know they have arrived at the perfect place to have their needs met.

3. Create a persuasive Landing Page with an “ethical bribe” (free report, PDF e-book, free trial, etc) for the visitor in exchange for an email address.

4. Craft a compelling ‘About Us’ page with a narrative about who is behind the company. When your site visitor feels more connected to you, it carries them closer to developing into a customer.

5. Lead the visitor (your future customer) beyond the sale. In other words, let them learn in the description what results after they pay. Examples include: you will receive login access to your dashboard, instant access to your download, an email with an activation link, a confirmation code for your booking, a phone call to confirm your booking, etc.

6. Provide Case Studies (depending on your industry/field) illustrating how your solution/product/service helped a customer. A case study is like a testimonial on steroids. It depicts the condition your customer was in before using your product/service, how they used your service, and what the results were (positive, of course).

7. Highlight the benefits of your products or services instead of just the features. In other words, explain how your product/service benefits your customer, not just what features your product has (what’s in it for them?).

8. Relieve your customer’s “Pain Points”. Highlight their problems or needs and offer a solution.

9. Provide signs of Social Proof to build trust. These include customer testimonials, reviews, a portfolio, and/or logos of clients.

10. Display high-quality product images, videos, detailed descriptions, or product demos (as applicable) in order to impress and inspire the site visitor.

11. Leverage “FOMO” (Fear-Of-Missing-Out) by indicating a limited time offer, showing a countdown, mentioning the amount remaining in stock, displaying free shipping deadline, etc.

12. Reply quickly to a clients’ inquiries using their preferred method of contact. The earlier you reply to a site visitor, the more likely you are to convert them into a customer.

13. Maintain a robust Frequently Asked Questions (FAQ) section on your site. This removes much of the friction that can lay between you and your customer when there are too many unknowns and unanswered questions bouncing around in their heads.

14. Include current and reliable contact information, particularly a phone number and (where applicable) a mailing or physical address, in order to put the customer at ease. Fraudsters or “fly-by-nighters” are typically reluctant to include phone numbers and physical addresses in their contact information.

15. List on your website any affiliations and display any badges, seals, awards, certifications you may have.

16. Enable Live Chat for customer support (depending on your industry/field) using solutions like those provided by Olark @olarklivechat. If a site visitor has a query that can be answered instantly, they will be a step closer to making the decision to become a customer.

17. Create Pop-ups with discount offers that can be displayed before the visitor leaves the site. If it is a limited time offer, it may push the visitor into pulling the trigger on the purchase.

18. Explain your refund policy. Whether you have a no refund policy, a 30-day return policy, or a money back guarantee, etc., your customer should know what to expect of their payment.

19. Ensure proper grammar throughout the site. If your visitor notices sloppy grammar, they may think your products or services are equally sloppy.

20. Provide links to your privacy policy, terms of service, and copyright notice indicating the current year.

21. Offer Multiple payment methods for your customer to choose from (PayPal, Credit Card, Bank Transfer, Mobile Money, Cash, Check). Most customers will simply move on to your competitor if their preferred method of payment is not available.

Depending on the types of products or services you offer, you don’t have employ all of the strategies above. See which ones are applicable to your field of operation. In short order, you will notice an increase in the number of site visitors you are able to convert into customers.