How To Make Buying From Your Website Inevitable

Sales funnel is a classical model in marketing. According to it, people as leads pass through the funnel. At the bottom, they exit as customers.

But what about those visitors who abandoned shopping midway?

This question is addressed by the inverted funnel concept. It shows that people actually climb higher to reach the peak, where they finally buy the product. In this journey, they might slide off to bottom due to various reasons.

Or you can simply visualise the process as a road. Here people start walking to finally become a buyer.

As a marketer, your job is to guide the people in this journey till the endpoint. You can use conversion optimisation tools to get more number of customers.

But this will not be enough for your business! Because many people are also leaving the journey midway. You need to find the root problem behind this and try to fix it.

Let us see some effective solutions to prevent your potential customers from leaving the journey.

Change the steps of the costumer journey –

First of all, Google Analytics will give you a full report about the step where most of your leads are leaking.

Now you have two options.

To plug this leak or to change the entire path. It is also better to implement these two options simultaneously.

Let us understand this theory with an example.

Suppose you found through web analytics that majority of people are leaving the journey from the category page. So, the category page is the leak hole in the funnel.

To plug this hole, you will improve the design and quality of your category pages. You will try to provide more relevant information on it.

But how can you change the entire path that will attract more people? Here are some examples –

1. You can directly send people to view the single product pages. Here you are eliminating the step of category pages.
2. You can show the ads of individual products, rather than showcasing categories.
3. You can display the top rated, best sellers and highly recommended products on the homepage itself.
4. On the product page, you can make a section of related or similar products, so that people don’t have to go to the category page.

Create an additional step-

Sometimes you have to go extra miles to accelerate your business. A simple yet effective step can boost your sales by multiple times.

Let us understand this formula by a practical case.

Suppose you are a SaaS website who sells digital products. To gain trust in your product, you have offered a 30 day free trial. Many people are taking the free trial. But at the end of the trial period, they are not subscribing to the premium version.

Of course, you will optimise your check out and payment page. But that would only make a little change.

You can create an additional step and ensure more conversions. Just make a direct calls to your trial takers. Ask them their feedback. Promote the premium version and offer them some lucrative discounts. You will witness a remarkable increase in sales.

Another true example in this context will be of H&M clothing brand. They came to know that they are losing so much leads. Only because people are unsure whether the clothes would suit them or not.

As a solution, they created a virtual dressing room. It was an additional step. Here customers could see their favourite clothes on a model. As a result, sales rose up than before.

How to do page optimisation in the right way?

Sometimes, you can’t wipe out a step completely. The only thing you can do is to optimise that page. Conversion optimisation tools help you in formatting the page to a better, attractive version. The page will have a more powerful call to action, and a clear uncluttered representation.

But there is something more effective than this type of optimisation.

You can give your visitors a “Product Tour” before asking them to sign up. This will give them a clear picture of how your product works. More people will be interested to buy your product now.

Capture the leaking leads

There are ways in which you can regain traffic that left your site. E-commerce sites like Amazon do it every time.

Suppose a potential customer took the journey till check out page. But at the last moment, he left the site. You can attract him for a second time by sending a personalised email. On the email, offer an exclusive discount and persuade him to purchase. By behaviour targeting and customised emails you can add more buyers to your business.

What are the results?

We often hear that the sales of a business got quadrupled just by changing the colour of the CTA button. Or by making the title of a page more impressive.

By improving each step of the consumer value journey, you will get a compound boost that is even more huge!

Suppose you optimised each step in your sales funnel. You increased the conversions in each step by 20%. If you have 5 steps in total, you will get a 149% total increase.

Simply, think that you are starting with 10,000 visitors. And in each step 25% people are converting to the next. So, at the end of 5 steps, 10 people will make a purchase.

Now after optimising each step by 5%, your conversion sores up to 30%. And at the end, you earn 24 buyers! This is a huge 149% increment.

If you are further reducing the number of steps, you will make even higher increment in conversions.

Conclusion

From this discussion, we learned two key lessons.

1. You have to fix the issues in the problematic page in an innovative way. This will plug your leads leakage.
2. You can explore unique solutions too. Like, change the conversion path entirely. Create an additional step which acts like a bridge. Optimise the step in an innovative way. And finally, catch the leaking leads.

So, by applying these two sets of tactics, you can make buying inevitable from your website. Now hurry up and think which step to take first!