Converting shoppers into paying customers

Retailers must continuously optimise their efforts in converting their leads into customers. Conversion optimisation is a continuous process. Driving quality traffic and nurturing your customers is key if you want to close the sale. At some point, you need to convert them into customers to pay for your staff and your marketing budget.

To understand how to convert shoppers into paying customers, you must first try to understand why your customers aren’t converting. Find out your customer’s journey throughout your website. Look into your add to cart abandon rates, check out abandon rates, Go through every step your customers take from landing page all the way to check out and see what could be done to improve customer experience.

Engage with your customers on a personal level. Reply to their comments on your social media pages, take a friendly approach on your email responses, ask them for feedback on their experience in-store.

Consumers desire for additional information or peer affirmation is greater than ever. Highlight the conversation around your products by offering additional information they can easily access. Display product reviews and comparisons which can enable an educated and influenced purchase decision.

Always try to be in stock. Never say no and lose the customer to some other business. Speed up transaction time. Once a customer has made a decision to buy from you, it would be really annoying if they had to wait to check out. Finally, build an omnichannel strategy. Today's customers are everywhere, on every social media you can find. Build a strategy, a process so that your consumers can engage with you in whatever way suits them.