Encouraging Conversion for Online Businesses

Encouraging Conversion for Online Businesses

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There is no doubt that we live in a connected world and that more and more business is being done exclusively online. The statistics bear this out. Essentially, 61% of people with access to the Internet first conduct research on products they plan to buy online [1]. The thought is that by 2020, we will manage 85% of the relationship with companies that we do business with without ever talking to a human [2].

Think about that for a minute – customers, your customers, are making purchasing decisions, not by speaking to your staff, but based on what they find online. Given that, the solution seems obvious – drive as much traffic as possible to your website where visitors can become acquainted with your brand, gather information and options, and then make a purchase. However, for most companies it stops at the simple act of getting visitors to their website and much less on converting that traffic into customers. Don’t believe that? Consider the fact that, globally, for every whopping $92 that businesses spend on driving web traffic, they spend a paltry $1 on converting that same traffic into customers.

Is conversion all that important in the equation? Well, conversion occurs when your online visitor does whatever it is that your site is set up for them to do. It can be clicking a buy button or completing a form… when visitors are motivated enough to act, you’ve achieved conversion. Looking at conversions this way, conversions are really what pay the bills [3].

In other words, having large numbers of visitors come to your site, have a short look around, and then leave without purchasing, is not helping your business. Yet the reality is that the majority of businesses are over spending on acquiring traffic versus converting it, thus letting untold revenue slip through their fingers. A business that focused their resources on conversion would, in fact, be focusing on the one thing that keeps the lights on.

The traditional conversion process breaks down into 3 steps. First, if someone has taken the time to click on your site, you need to get and keep your customers’ attention. Next, engage your customer by personalizing the website to provide them with information they are looking for. Lastly, you gain their commitment, by listening and recommending to them products that fit their needs [4].

But how does a website do that without the visitor ever speaking to a person? This is where we believe that BestMatch’s Personal Sopping Assistant Application is unique. As an unbiased product recommendation engine, it personalizes your visitors experience within your site. The questions and answer style of assessing their needs engages them in the process. The result is ideal matches between shoppers and the products you offer with trustworthy recommendations. Ultimately, we want our application to make your customers feel like they are getting advice from a knowledgeable products expert who they can trust and who accompanies them through the whole buying process.

Conversion should be the goal of any business’ online presence. Which begs the question: Where are your marketing dollars being spent?

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