FROM CONVERSATION TO CONVERSION: WHAT YOU NEED TO KNOW ABOUT THE PROCESS AS AN ONLINE RETAILER

FROM CONVERSATION TO CONVERSION: WHAT YOU NEED TO KNOW ABOUT THE PROCESS AS AN ONLINE RETAILER

Monday, June 15, 2015Global Administrator Every online retailer values their customers and can appreciate their role in the growth of their business. The online realm brings a lot of opportunities to show that appreciation. With that being said, conversation with those customers has proven to be even more vital to your company’s growth. With social media at our fingertips, word of mouth can spread with a click of a button. With a customer’s opinion spreading exponentially, it’s no surprise that what your customers talk about is paramount!

Customers generally like to learn more about the people behind the brand, they enjoy knowing who they are talking to, and care to build a relationship with them. The middle step is often what is forgotten. Think of it as a process.

To kickstart the process to conversion in your business here are a few tactics you may want to think about:

1.  Make your products sharable: Almost all of the eCommerce platforms now have very user friendly CMS utilities which provide easy ways to add social icons. This makes it easy to give your customers the opportunity to share and start their own conversations about your products.  Having social icons below each product provides your customers the chance to talk. The more conversation there is the more word of mouth you get. As a side bonus, this creates backlinks for your store as well (good for SEO!).

2.  Prove that you’re human: It’s always nice to know you’re talking to a human, not a recording, or automated system. Your customers appreciate talking to a human being with real emotion. When they can sense your sympathy when you are upset and your happiness when you are happy with a product, they feel connected. This plays a part in building relationships with your customers and what leads to conversions. Consider a live chat feature or a customer service line if you have the means to do so. Pave the way to conversation!

3.  Let them know they matter: Nothing is more frustrating for a customer than when they can’t get a hold of you. Make sure you are present to have a conversation with them. Reply to their comments, their questions and anything else. They want to know they matter enough to converse with. Plus, if you’re quick to answer their questions about your product (whether online or live), they are probably more likely to buy it. If you wait too long they may just go to a competitor and forget about you!


4.  Encourage conversation: When posting on social media, or writing product descriptions. Ask them what they think. Ask questions and get some feedback. This is a cost effective way to learn more about what they think. Plus, once you start listening and actually acting on what they say, you give your customers a sense of purpose. It’s very rewarding to know your comments meant something, and this could lead to a purchase.

In the end, all customers want to know that they matter, and having a relationship with them is a good place to start. Going from conversation to conversion is not a quick process and it was never meant to be. There is no magic wand you can wave that will increase conversions. It’s a process that needs your time and energy, but is totally worth the work!