[VSE-SME] Make your website an effective sales tool
Your website is online and its traffic is increasing. Congratulations! Now you can focus on the heart of the matter... How many of these visitors will be convinced by your offer? Many of them are preparing to confront you with your competitors. How can you survive the comparison and take advantage of their visits to convert them into leads, or even customers? The configuration of your website is essential. Some tips in 3 steps.
Step 1: A well constructed homepage
The visitor searching for a product or service needs to be reassured about your expertise, especially if your reputation as a small business is still being built. Several aspects of your homepage must be carefully designed. The first point is to allow an intuitive and fast navigation.
Ease of navigation is valued by 91% of e-commerce site visitors. It is considered more important than prices... Forget about 30 lines of information on the sub-ranges of your product line: the Internet user needs to understand in a short time if you meet his needs. On average, they only read 28% of your page. Reduce the amount of information to what is strictly necessary and organize it so that reading is logical. To orient yourself, ask yourself how your offer meets the visitor's needs? How can you save them time in their search?
Ease of navigation is valued by 91% of visitors
Step 2: Information at your fingertips
Your offer is now presented clearly enough for the visitor to happily and quickly surf between your different services and products. It's so easy that he'll almost think about buying! Be prepared to make it easy for them.
Solution for lukewarm visitors: the form
Your visitor is interested, but has other things on his mind. He needs information but doesn't have time to look for it. In this case, the existence of a contact form is imperative. Up to 70% of shopping carts are abandoned during the process, mainly because the visitor wants to think before buying. Don't let them run away without making contact. If it is the gateway to more information for your visitor, the form is also and above all the means to make your site a sales tool. If you adapt it to your activity and your targets, it allows you to know your customers precisely. Choose a tool that allows you to customize your forms according to very flexible parameters. Each time a visitor fills them in, you should be able to develop a list of qualified customer contacts to guide your sales strategy.
Note that the form, if it is linked, of course, to your "Contact Us" button, must also be linked to several "call-to-action" buttons, cleverly placed on each page of your site. A call-to-action is literally an invitation to action, i.e. to click. "Discover our new range", "Download our catalog", "Free trial" are all examples of buttons that offer content interesting enough for your visitors to be inclined to leave you their precious contact information...
Solutions for the busy visitor: well thought-out landing pages
When an Internet user is looking for a specific service on the Internet, you must be able to offer him the page that perfectly meets his needs. This page, called a "landing page", must be thought out according to the visitor's expectations. It is like a siren song: it charms them by promising them relevant details about the offer they are interested in, provided that they share some personal information. Finally, a small essential for the siren in you to achieve her goals, this page must not leave any possibility of escape: the navigation bar of your site does not appear. The text must be all the more thoughtful: you must convince the visitor to leave his contact information in exchange for interesting information.
Hot visitor solution: click-to-chat and click-to-call
Your website is so well designed that your visitor is hot and ready to buy. It's just missing that little bit of information... Installing a click-to-call or click-to-chat button can be a profitable solution in this case.
You may think that no one picks up the phone to buy on the internet anymore. However, the click-to-call button, which is a button on your page allowing the visitor to call you for free, can increase your sales by up to 23%. In fact, no matter what you think, 90% of online visitors expect a human interaction. Don't disappoint them. Click-to-call allows you to pick them up even as their motivation to buy grows. You turn a visitor into a customer with a single click. Interesting when you know that nearly 60% of mobile searches result in a call...
Click-to-call can increase sales by more than 20%.
Another way to make your site an effective sales machine is click-to-chat, aka "click to chat" button. It is estimated that this solution can reduce the cart abandonment rate by 70%. This means not only a commercial gain, but also an optimized reputation. The visitor who is taken care of and answered in a personalized and relevant way has every chance of being satisfied and sharing his customer experience.
Click-to-chat reduces cart abandonment by 70%.
Step 3: Offer the freedom of online booking
If your services require booking, online appointment booking can greatly improve your sales. An e-commerce website makes purchasing possible 24/7. But if your business requires reservations, your website is of little use on weekends or evenings when you or your team are not there to answer the phone. Online appointment booking makes you available from anywhere and at any time, which allows a gain of almost 40% more appointments. Not negligible for a small or medium-sized company in full growth!
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