Shoppers Aren’t Buyers Until

Shoppers Aren’t Buyers Until …

Shoppers Aren’t Buyers Until

The world’s most prized shopper just plopped onto your website. This is the golden shopper who’s ready to buy. Your next move is easy – ring up the sale. Right? Well, not exactly. Never assume committed buyers are guaranteed buyers. Because often they aren’t. To convert this interested party into a paying customer, digital marketers must apply the nudge. Comprised of several key components, the nudge provides needed impetus to shoppers on the cusp.

Before nudging, marketers must spot the ready shopper. Keyword choice offers an excellent signal. What brought the person to your website in the first place? Glaring buy signals are revealed by search terms such as ‘purchase a yacht’ , ‘price of (product name)’ , ‘gym near my home’ , ‘subscribe to … ‘ , and ‘where to buy a mountain bike’. These and similar keywords indicate a robust desire to exchange hard-earned cash for certain goodies.

With the buying prospect identified, you’re ready to nudge. The first component of the nudge is landing page design. Make no mistake about it. The landing page must duly impress with robust design, smooth navigation, and clear direction. Fall short, and visitors will be quick out the door.

Component two often is overlooked. It is the call to action or CTA. Don’t stop at one. Splash a CTA on every page likely to be visited. And make sure each is well positioned and clearly visible – well away from clutter. Above all, remember the sole purpose of a CTA – to direct shoppers to a checkout or other transactional page. Exactly what yours should do.

Which brings us to component three -- the checkout process. This is where many a battle is lost. Certain marketers believe, erroneously, that checkout arrival means checkout transaction. Uh-uh. Not unless you provide a smooth paying procedure that aligns with shopper expectations. It’s up to you to ascertain what these are. Again, as with landing page shortfalls, stumbling blocks here will send shoppers fleeing – probably to a competitor.

If you have questions or comments about converting shoppers to buyers, or about any other brand-related topic, feel free to send them our way.

You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.