"I'm just looking": what to do if the site does not bring customers

1. Simplify the buyer's journey

Convenient navigation May be decisive factor in the decision to order. The more steps you need to take before the “Pay” button, the higher the likelihood that the client will get tired of clicking and refuse to purchase.

To avoid this, it is worth making the ordering process as simple as possible. For example, to a set of fields where you need to specify the first and last name, email and delivery address, add a button "Buy in one click" - in this case, the manager will contact the buyer and arrange order.

For the period of promotions, you can create simple landing pages with conditions, a list of discounted products and buttons that call to action. When all profitable offers are collected on one page, it is easier for the client to navigate them.

Sometimes buyers need to clarify the details of the order. Widgets are useful for this - pop-up windows on the site. With their help, the client can, for example, leave his number to order a call back from the manager. Another option is a widget with company contacts in social networks and instant messengers. This will give you the opportunity to choose where it is more convenient to ask a question.

2. Start a mailing list for those who visited your site

Perhaps the customer did not buy anything because he decided to wait for sales. The newsletter will help the company to remind about itself or make a personal offer to the buyer with a reduced price.

Marketing automation services allow you to track user behavior in real time. For example, you can write to a client immediately after he registered on the site or looked at the goods and left without ordering anything. Such mailings are called trigger mailings - they are guided by certain user actions.

Letters help to “wake up” customers who have not placed orders for a long time. In this case, you can make a selection of goods or services similar to those that the client has chosen before, and attach a promotional code to it.

3. Prepare forms with personal offers

They give you the opportunity to purchase the product you are interested in at a discounted price. The scenario can be as follows: the client went to the site, looked at several products, but did not get to the purchase. If after a while he visits the company page again, he will be met by a form with a discount offer and a field for a phone number. When the data is sent, the manager will contact the buyer himself and help place the order.

Forms are easy to customize for different audience segments. For example, if a user visited a promotion page, during the next visit to the site, he should be reminded of how many days are left before the end of discounts. You can also take into account the previous experience of relations between the client and the company - for example, give bonuses to regular customers.

4. Remind customers that they have something in their carts

The situation when a user has chosen a product but has not placed an order is common: approximately 70% of shopping carts in online stores remain abandoned. The reasons may be different: the client changed his mind about buying right now, decided to compare prices on other sites, or simply got distracted and forgot that he had put the product in the cart.

In such cases, it will not be superfluous to contact the user using a mailing list, SMS or messenger message and clarify whether he wants to complete the order. Such reminders can be launched in several stages: first, tell that the goods are waiting in the basket, then hint that their number is limited - it is better not to postpone the purchase. In addition, you can offer a promotional code if the client places an order within a certain period of time - for example, before the end of the week.

5. Customize ads for different audience segments

The same banner is unlikely to be effective with different groups of potential buyers. It is better to break the pool of clients into categories and prepare an offer for each of them.

You can segment the audience based on gender and age, geolocation, and behavioral characteristics. It will help to present potential buyers more accurately. 5W technique. It includes five questions:

1. What? — What exactly do you offer the target audience? What is this product or service?
2. Who? Who are your potential clients?
3. Where? — Where do customers buy your products and services, as well as receive information about your offers?
4. When? When do most purchases take place? Is demand seasonal or is it more or less uniform throughout the year?
5. Why? - Why do you need to place an order with you? What benefits will customers get?

The answers to these questions will help you understand the motives of customers and select advertising arguments that can push them to order.

6. Monitor ad performance

This way it will be possible to identify really working promotion channels and abandon those that bring less sales on the site. In the case of online advertising, utm tags will help out - special parameters that show the sources from which visitors came to the company page. It is convenient to track them using analytics services.

To increase sales on the site, you can also attract offline customers. For example, in print advertising, QR codes, recognized by the smartphone camera, will help with this. And to control transitions to the company's page, it is enough to provide the encrypted link with a utm-label. Moreover, the tags may vary depending on the source of advertising, whether it be leaflets that are distributed in the store, or advertisements in print publications.