A big part of conversion is going beyond the website and examining what impacts sales. Before you can diagnose the website and what it is or is not achieving, you need to begin with the buyer’s/customer’s persona to understand what he or she wants and address these issues early in the marketing process. Start by asking yourself a series of questions such as:
If you can tap into your customer’s needs and buyer persona you can then build a successful website and marketing campaign custom tailored to your specific consumer.
Now that you have tapped into the buyer’s persona, you must recognize how far along your consumer is in the buying cycle. Are they still in the awareness stage? Are they still doing research? Interpreting where they are allows you to understand what kind of value you are providing to them.
Awareness phase – If they are still shopping around for services, provide them with information about your company if they don’t know who you are. Maybe a newsletter will give them the information they need to move towards making an informed decision about your company.
Research phase – If industry reports and more concrete fact-based information could be what your customer wants, provide them with a free whitepaper for download.
Comparison phase– If they are comparing, you need to provide your customer quality comparisons and show them why you can give them the best value for their time and money.
Purchase phase – At this point in the cycle you can begin to provide pricing information, warrantees, guarantees and any other information that could be instrumental in closing the sale.
Once you have identified where your customer falls in the cycle, you will know how to develop a superior website and customer experience for your customer.