Motivate Website Visitors to Buy - Tips from a Web Hosting Provider

Ms. Consumer is looking for a widget. She knows what she wants the widget to do, but she doesn't know exactly what widgets are out there for the job. She's researching widgets at various websites to look for one that appeals to her.

What would make her and other consumers decide to buy from you instead of from the competition? This article provides tips from a web hosting provider and how to motivate your visitors to buy from you, instead of the competition.

No single answer could apply to all consumers. Numerous factors influence purchasing decisions, from price to prestige. But when practical-minded consumers are looking for information and reasons to buy a particular product at a particular site, we can influence their decisions by providing information and reasons.

Make a good impression

You have just a few seconds to convince site visitors to stay and look around. Your site needs to look professional, and the landing page content needs to be credible and relevant to their search. If site visitors are going to stay, you need to convey to them instantly that your site is what they're looking for.

The design should work with the content. A site selling baby products, for example, should look quite different from a site selling computer accessories.

The first few sentences should indicate what the site or the page is about. When site visitors scan the page, the headings should help them find what they're looking for. Headings with keywords help not only with search engine optimization but also with drawing people into your site.

Once your site visitors have decided not to click the Back button right away, you need to continue impressing them. Site navigation should be clear, and the information should be well organized, original, and easy to understand. Contact and location information should be no more than a click away. The checkout process needs to work smoothly.

Know your target market

What is the age range of your target market? Do they tend to think a certain way? Choose your design (conservative, funky, etc.) and the tone in your content to appeal to that group.

What are consumers really looking for when they buy your type of widget? Convenience? Safety? Appearance? Emphasize the features and benefits that are important to them. Do they buy widgets for themselves or for other people? If your widgets are suitable as gifts, suggest them as gift items, and offer to gift-wrap them.

Increase desire

Whether people need or just might want the widgets you sell, you can help the decision-making process by making the widgets appear as attractive as possible. Provide quality photos, perhaps more than one of each type of widget. Name their features, and show and describe them in use. If applicable, provide comparison tables to compare the widgets with your other products or even (if they're well known) competitors' products. Help consumers imagine having your widgets in their homes.

Discuss benefits

Product features are important. List and describe them, but don't stop — describe product benefits as well. Do your products save money? Increase efficiency? Improve skin quality? Whatever their benefits, state them with action verbs. To highlight benefits, include them in headings.

The more you know about your customers and potential customers, the better you can identify and focus on what they want. Relevant benefits are excellent motivators in purchasing decisions.

Back up your statements

Consumers like to be able to make informed decisions. If you state that your product saves people money, provide data to show the cost effectiveness of your product compared to a competing product. You don't need pages of documentation or (for most products) scientific study results, but you do need to give site visitors reasons to believe your claims. Links to informative pages at other sites can add credibility.

Anyone can claim that their product saves people money or has other benefits. Prove your claims, and site visitors will have more confidence in your company.

If you have customer testimonials about your product benefits, you could include a link to those testimonials from your product benefits pages. Better yet, use pull quotes from those testimonials next to your descriptions of benefits.

Avoid sensational claims

"Your source for the best products!" "State-of-the-art hardware!" "Top-notch quality!"

The above mean nothing other than that the writer plugged in overused phrases. Most readers are turned off by them, and they also detract from the overall quality and credibility of the website. Use clear, specific words that leave your readers more informed.

Provide incentives

How many times have you bought something because it was on sale or a free product came with it? We all have. Incentives such as sale pricing, coupons, volume discounts, free shipping and other freebies, and chances to enter contests by making a purchase are excellent motivators to help consumers reach the decision to buy.

Have more than one call to action

The main call to action you want is, of course, "Buy now." But site visitors may not be ready to buy, or they may be past customers who are considering making another purchase. Provide different ways for them to take action at your site:

• Sign up for a newsletter
• Request a catalog
• Enter a contest
• Add feedback on products or articles
• Write a testimonial
• Ask questions

By offering ways for site visitors to interact at your site, you're helping build their connection with your company and increasing the chances that they'll eventually (or again) buy from you.

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