So your marketing efforts are working, and you’ve cleared the first hurdle: your customer has arrived at your website!
In an earlier article[link to customer journey article], we covered the basics of your customer journey. This includes things like ensuring your website is functioning as it should, keeping your bounce rate low, and keeping navigation simple.
In this article, we’re going to assume you’ve already covered these bases, and you’re ready to start converting those leads.
There are three major factors that can mean the difference between a sale and an abandoned shopping cart.
Website designers have to come up with creative ways to generate excitement and emotional buy-in. One of these is with heavy use of imagery and video. High quality, close-up photographic shots can help us to experience the detail of a product, whether it’s finish, stitching, texture, or shine.
Augmented reality technology enables ‘virtual try-on’ experiences, where your customer can picture themselves with your product.
Lastly, carefully consider the tone of voice of your website copy. What is your brand personality? How can you bring it out on the page? Think about what kind of language your target customers use, and how you can speak to them authentically and engagingly. Your website should speak to them as if it were a salesperson in-store.
ABC stands for Always Be Closing. Presumably, your marketing efforts are what have driven your customer to your website. Don’t stop selling now! Everything from your landing page copy to your product page to the final checkout stop should be reminding your customer why they should buy. Your copy needs to be concise yet compelling. See here for a few sales writing methods and models to keep your buyer committed.
Although anyone can learn to build a website in WordPress or Squarespace, a professional eye is often needed to set your brand apart from the seas of DIY sites. Furthermore, although it’s relatively simple to learn, it’s also extremely time consuming.
For a helping hand in building an on-brand, polished looking website, speak to us at Slice of Pie.
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