Does Your Web Design Support Every Stage of the Buying Cycle?
Does Your Web Design Support Every Stage of the Buying Cycle?
Your site must promote the stages of awareness, consideration and purchase... every step of the way.
Whether a store front is on camel-back in the Gobi Desert or in the world of e-commerce, using the buying cycle to drive sales just plain works. But, as they say, it only works if you work it. Make sure your web design supports each of these steps in the cycle:
Stage One: Awareness – The customer becomes aware of your product or the need for it.
Before you can make a sale, your potential customer must realize that there is a problem that you can solve. Use prominently displayed web copy that grabs your potential customer's full attention quickly, addressing the pain points that lead them to look for a solution to the problem. Be sure you make it easy for visitors to see an illustration of what the problem is, why it needs to be fixed and make it clear that you have a viable solution to offer. Stage one starts on page one.
Stage Two: Consideration – The customer needs information in several forms to feel confident about buying. Prominently link to your product details and include demonstrations of how your product has solved similar problems for other customers. Use statistics, video demonstrations, white papers (for B2B) or other materials to educate and direct interest in your product or service.
Prominently offer free trials or consultations. Display a clear, side-by-side comparison of your product against the competition. Ideally, you’ll answer every potential question the prospect has, keeping them on your page instead of a competitor’s. Your front page should link to an area that offers all of these resources with text that piques the prospect’s interest.
Stage Three: The Purchase
Stages one and two must remove objections and develop trust or stage three can’t happen. And by the time the customer is ready to purchase, you only have one area of focus: Making it dead easy.
That means including a call to action that makes it clear what you want your prospect to do. “Buy” buttons must be prominently displayed in a simple, clean layout. Be sure prospects know how much a purchase will cost them. Be sure to include prominent social media sharing options to make advocacy easier for the customer. This is also a smart place to include links to a referral system that offers discounts to existing customers on future products or services for bringing in new business.
Although this is the last stage in the buying cycle, it’s not the end. Use your blog to keep customers informed about your product and services. Make it easy for them to find a support phone number or email. Be sure you have manuals, tutorials and product instructions available and easy-to-find.
You should also provide a method for feedback, even if it’s just a support ticket system. Doing so helps your customers and gives valuable feedback you can use to improve your product. Implementing requested changes is a great way to build advocacy for your brand as well.
Efelle media can help you with web design that maximizes your sales potential.
With experts in every area of web design and online marketing, efelle has the expertise to help you boost sales and improve customer satisfaction. Call us at 866.394.7520 or use our online contact form to schedule a free consultation.