Converting window shoppers into paying customers

Building blocks for success

With the right approach, a good retailer can often convert a customer who says they’re “just looking” into a sale. They engage the client, establish a rapport and get them to do something like taste a sample or try on a garment. E-commerce is much the same, there are just different methods to encourage someone to visit your website, stay a while, buy now or want to come back when they are ready to purchase.

Operating in the digital world certainly can provide its own challenges.  In many cases there may be little difference between the service or items you sell and price points are often similar which means your point of difference is the user experience you provide. 

Building blocks for success

Most customers appreciate a custom website which is attractive, functional and easy to use.  It’s important but in reality, it’s only part of the mix.  At Dux, we get a lot of enquiries from start-ups with a set budget who are excited about getting their project off the ground.  When we ask them about their marketing budget and strategy, we quite often find they haven’t really thought much further ahead than the site going live.  Occasionally we have new clients who have an old, un-performing website who believe throwing some marketing dollars at it will solve the issues… the problem is they’re both half right.    

Both sides of the story

For new clients, we ask two key questions.  What’s the point of having a fabulous website that no one can find? and what’s the point of enticing visitors to a website which is hard to navigate, chaotic or simply outdated?   Normally, this is the point where we have a discussion about re-portioning their budget to accommodate both, but there is still something missing.  Despite the benefits of having a properly optimised website with great content that matches your objectives and the prudent use of SEO and Google Ads, if you’re sending people to a page that isn’t asking the visitor to do something, you’re probably wasting your budget.  The missing part of the equation is a call to action.

So, what is a CTA

A call-to-action or CTA is something that requires the reader to take immediate action.  It can be an image or line of text and is one of the key drivers of lead generation.  A call to action connects the two most critical pieces in the lead generation process, namely incoming traffic and importantly, your opportunity to capture data and convert these new visits into leads.  In addition to the well used “call or email us for more information” examples include options such as signing up for a newsletter or email subscription, trialling a demo or participating in a competition.

As with all things digital, the mindset of ‘set and forget’ is outdated.  So much like your marketing strategy, your website and CTA’s should be reviewed and optimised regularly to deliver the best results.