Catch and Don’t Release

How to hook buyers with a high-converting websitE

Far from the days when advertising was limited to an alphabetical listing in the Yellow Pages, or a pricey newspaper display ad, the modern era of internet-based commerce opens up untold opportunities to harness technologies and reach customers without emptying the bank account. Strategic coding formulations now digitally link sellers to buyers who may be poking around cyberspace to find just the right purchase.

But with a sea of competition, bringing your business to the attention of consumers whom you know you can satisfy is not enough. You need engagement. That requires turning a look into a sale. It’s called a conversion.

When you convert searches and page views into a proactive behavior, you begin the process of earning a customer. The critical part is learning how to use your web page to convert as many customers as possible. And here’s how to do that.

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1. Self-identify. Choose a URL that is reader-friendly, adding recognizable keywords instead of alphanumerical coding. This improves the chances of organic outreach and simplifies the search process. Also, point to each separate product using a unique URL, if possible. If your volume is too high for that, categorize products and assign a separate URL for each category. Moz.com offers a host of tips.
   
   
2. Win the Name Game.  Your product titles should reflect an at-a-glance description for fast recognition. Choosing the right attributes will catch customers more quickly. If you’re hawking dresses, spelling out styles such as “formal,” “summer,” or “knee-length” will help customers rule out what they aren’t looking for. But do keep titles to a reasonable length. Typically 55 characters is sufficient. Find out more from Marketing360.com.
   
   
3. Picture This. Humans are visual creatures, so all the sharp copy in the world can’t outdo a quality photo. Whenever possible, use high-resolution images over manufacturer-supplied shots. They offer the closest thing to in-person shopping as possible. BigCommerce.com can steer the way with helpful tips on looking like a pro.
   
   
4. Explain. Product descriptions have a two-fold objective: offering detail, and creating a desire. Blend keyword-rich SEO terminology with the right amount of descriptive syntax to convince buyers how this product will fit in to their lives. The perfect mix of both SEO and “romance” copy will leave customers satisfied and confident. Find examples at Sumo.com.
   
   
5. Happy Campers. Do you have a stream of satisfied customers who are willing to say so? Use review features to open up honest dialog among purchasers who will explain why the product fit their needs, and what they like about it. Try these tips from appseconnect.com.
   
   
6. The 4-1-1.  Investing time in pre-sale customer service can limit the pain of after-sale returns and complaints. Current software makes adding a “live chat” function fairly simple. Impulsive shoppers will appreciate your ability and willingness to set yourself apart from other ecommerce vendors, acting instead as an attentive sales clerk at a brick-and-mortar store. ClickDesk is a great place to start.
   
   

Your well-organized site will pay off in the long run, setting up a solid format that will accommodate tweaks down the road. It will look and feel more professional, instilling a sense of confidence in potential buyers who will return for future business.