"Just browsing." This phrase is one that small-business professionals often hear as consumers fend off salespeople in stores. Though in-person browsers might be frequent store visitors, far more browsing happens on the Internet. Turning a browser into a customer requires different methods online than those used in-store. With some tried-and-true online marketing tactics, you can turn hits on a website into conversions.
Create a Strong Call-to-Action
When it comes to getting website visitors to check out a business, the simplest weapon in a marketer's arsenal is a strong call-to-action. This can be a phrase or image that incentivizes taking some kind of action. It's not enough to simply say, "Come and visit our store downtown!" You should provide a way for browsers to feel as if their time online has transformed them into more empowered consumers. Online coupons and discounts are a great way to incentivize action from consumers, but there are other ways as well. Inside Business suggests offering buying guides, tip sheets and other useful shopping items that will help online consumers to feel confident in a physical setting. Inviting your online visitor to call your store or fill out a form is also a great way to ask consumers to contact the business. The call-to-action should always be located above the fold and stand out from the rest of the content on the site.
Use Web Design to Your Advantage
Incorporating just a few smart design tips will go a long way toward turning your online traffic into actual leads. A strong landing page that includes a clear call-to-action is a great way to trigger visitors to think about becoming a consumer instead of just an online browser. Feature your primary call-to-action near the navigation bar so that consumers will continue to see it as they browse around your site.
In addition to a clear call-to-action, defined navigation is also important. Make sure that consumers can easily decide which pages to visit. Also, whether you use navigation on the top or to the side of your site, make sure that visitors can easily access other pages. In the same way that you use signs inside your business to indentify important sections, Web visitors should be able to easily locate important sections on your website.
There is no way to convert 100 percent of online browsers into actual customers. You can, however, utilize smart website design and a strong, prominent call-to-action to see increased conversions from your website.