Are You Helping Your Customers to Buy?

As potential customers visit your site, they’re presented with a lot of new information. Information about your products, services, the tone of your brand, perhaps your location or even your mission/cause. That’s why it’s your website, right? Unless they have extensive knowledge of your category and your competitors, potential customers are likely to need additional information beyond just your product specs prior to purchase. Customer-oriented communication is key to developing informed decision makers.

How can your site develop informed customers?

Help customers determine their decision making criteria.

By providing content on your website that enables prospects to understand the important questions they need to ask before making a decision, you enable them to feel educated and capable of making an informed purchase. What does a customer need to know about your product category to make an informed decision? Key industry terms, price, product benefits, technology, location, past experience in your industry, commitment length, and competitor comparisons can all help educate your customer.

In a recent Forrester report by Lori Wizdo, she states, “Customers are more likely to follow close behind when they perceive that a vendor is taking them where they want to go.” What’s the result of customers following a brand that has educated them? Improved conversion rates.

How can your brand educate and assist customers as they research your brand?

1. Provide content that’s relevant to the questions that they are asking.

A good place to start defining your content message is to interview your sales team. Ask your sales team about the most common questions or misconceptions that customers have. Addressing these could come in the form of definitions of confusing industry terms, product features and specifications, video comparisons, facts and data associated with why a customer needs your service, location and pricing information, and information about customer support.

Ask your sales team how they would address many common questions about your product or service. It’s likely that these are related to the same keywords that your potential customers are searching to arrive on your site. Using a keyword segment in Get Smart Content, you can use this information to direct and provide the most applicable content to that potential customer. Similarly, if you know that a potential customer has come to your site from a blog post about your product’s safety features, Get Smart Content will allow you to continue to communicate that brand message to your potential customer by creating a referral URL segment.

2. Communicate in a way that’s easy to understand.

Using non-technical language and familiar references enables your company to engage with potential customers. Typically customers want to understand where, why and how they are spending their money.

3. Deliver relevant information to your customer based upon what actions they’ve taken or information they’ve consumed.

To evaluate where a prospect is in your sales cycle, it’s important to know what actions a prospect has taken on your site. After you know which pages on your site that prospect has visited, you can determine how you can educate/engage them next. For example, if you know that a potential customer has visited multiple product pages, provide them with a call-to-action for a page that compares all of your products. This could also be a good time to suggest your most popular product. By creating an engagement URL segment with Get Smart Content, you have the ability to present specific calls-to-action based upon what conversions a visitor has already completed.

Your sales team will love you.

As your marketing efforts educate prospects through on-site content, you have the ability to share more qualified leads to your sales staff. And let’s face it, your sales staff loves a prospect ready to make a decision.

Is the action that you want a visitor to take not tied to a final sale? The same actions can be applied to these conversions. By communicating with visitors using simple, educational information and providing clear calls-to-action, your website can effectively convert your visitors.

Anthony Figgins
Anthony Figgins

The guy who runs marketing and sales tech at a marketing tech company. Avid collector of swag.