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August 26, 2009

Turning a Prospect Into a Customer

There is nothing more frustrating than checking your website’s analytics and realizing that, although a visitor has just spent over 10 minutes reading through a single webpage, they have not made a purchase. Sometimes it can be almost heartbreaking, because no matter how hard you try to increase sales, turning a prospect into a customer can appear to be a near impossible task.

Sometimes the key to turning a prospect into a customer is not a change in your website content, but rather a change to your purchase page:

  • Is it easy to find?
  • Is it easy to use?
  • Can your visitors trust you with their credit card information?

One of the reasons that it is difficult to turn a prospect into a customer is because the customer may have a difficult time locating the final sales page, gets frustrated, and eventually leaves your website to search for a better purchase elsewhere.

In order to increase sales, you will first need to check and make sure that your order form is easy to locate. Sometimes the best way to do this is to write a small paragraph that tells your visitors exactly where and how to find the order form. Also, try placing the link to your order form in an attractive, noticeable box at the top and bottom of your webpage, so that no matter what part of the page the visitor is looking at, they can find it easily.

Offering multiple payment options is another way to increase sales. Some visitors to your website may be uncomfortable providing their credit card online and may instead want to pay with PayPal. Others may not trust PayPal and instead choose to pay with check or credit card. Whatever the reason, the more payment options you have available, the easier it will be for you to continue turning your prospect into a customer.

It is also a good idea to improve your website’s credibility. One of the ways to do this is to offer secure encryption technology on your website’s order forms. In addition, offering a money-back guarantee (and sticking to it – something that many merchants have a problem with) is a good way to increase sales and offer a better user experience.

Finally, increase your credibility by offering a method of contacting you, whether it be by email or phone number or both. And make sure that this method is easy to find on your webpages and is easy to use. Providing your contact information can be doubly effective, because if a visitor sends you an email asking you a question about your product, you will be able to remind them of your product when emailing back. Reminding a visitor of your product is an effective way to increase sales.

Turning a prospect into a customer is no easy task. If you have noticed that although you are continuously tweaking the sales pages, but you are still not getting sales, following these guidelines can help offer another way to effectively complete the transactions you’ve been waiting for.

This article may be distributed freely on your website, as long as this entire article, including working links and this resource box, are unchanged. To find out how you can bring the pieces of your online business together, go to: . Copyright 2009 Larry Lang. All Rights Reserved. Lang Enterprises Inc.