How To Help People Buy From Your Business Online

You have a great product/service. You even have a website setup to sell said product/service.

Yet, you get the feeling that business could be better. Maybe your customer needs a hand to buy from you? Here are some ideas:

1. Make Yourself Easy To Find.

Follow SEO best practices. 

Search engines like three things (to overly simplify): words people are looking for, links coming into your website and frequently updated content. For more information on SEO best practices, check out some of our blog posts on the topic:

Playing well with search engines means that the people looking for you (or more accurately, your product or service) can find you.

Consider listing yourself on other websites or marketplaces. For example, if you sell WordPress themes, maybe a marketplace like Themeforest or if you make handcrafted cribbage boards,  make a listing on Etsy.

Like anything, listing your goods on a different website has pros and cons. One pro is that you’ll be able to see a wider selection of the market. You’ll be in a position to increase awareness about your product, as well (out of the population of people who use Etsy, only a handful may already be aware of your business).

The con is that you don’t always have full control over order information. For instance, on your own website you may have an email newsletter signup as people check out. But at least consider making yourself easier to find by having a presence on websites where customers are looking for your product.

2. Make It Easy To Buy.

Accept multiple forms of payment (ex: credit cards and PayPal). What happens when people go to your online cart? What are you offering in terms of payment processing? Having more than one option, such as PayPal and a credit card processor (i.e. Stripe), could improve your checkout rate. 

If big product, consider payment plans. If you’re selling a big ticket item, consider breaking it down into payment plans (based on the actual price). This makes your product more attainable at no

Make sure payment/cart works on mobile. It’s expected that 50% of purchases online will be from a smartphone in 2017. If your website isn’t mobile friendly, or cannot handle purchases online, it’s worth taking the time to add this ability.

Watch ten potential customers navigate your website (and be quiet while they do it and take made notes). You’ve probably spent time working on the setup of your website, so the ins and outs of navigation probably make complete and total sense to you already. Watching someone else try to navigate your website from start to finish will give you a more accurate perception of a user’s experience on your website and where any shortcomings may exist.

3. Make It Advantageous To Buy.

While you don’t necessarily need to offer this for every product on your site, adding some form of incentive once in awhile can give sales a little boost.

A few ideas for making your product advantageous for customers include:

  • Coupon codes
  • Affiliate programs
  • Early Registration Discount (or other time sensitive promotions)

Someone will always think they can buy it later. By incentivizing action, you can turn ‘later’ into ‘now’.

4. Make It Easy To Share.

We’ve talked about making products easy to share, perhaps by adding social share options for coupons or on the product itself. Zulily combines these tactics in the following product post:

A few things you may notice at the bottom of the image:

  • Incentive to share the product for a discount
  • Three options for sharing- Email, Facebook, and Pinterest (Email is a great sharing option for customers without social media, or those who want to share with a person who doesn’t have social media).

Sharing is only a click away, and if you’re saving $15, why wouldn’t you want to “share”?

5. Make It Easy To Stay In Touch.

In some cases, creating an easy way for customers to stay in touch or communicate with you/among themselves will encourage them to follow through with a purchase. Some examples where this would be helpful include online fitness programs (i.e. month long challenge groups where people can interact with one another), any sort of online class, or any event where it’s helpful to have a ‘community.’

Another fairly simple way to stay in touch with people is to add an email signup somewhere in the checkout process. This gives them a way to stay in touch with you after a purchase, perhaps so you can ask for feedback or send information about future offerings. The idea is to check in at a regular increment, maybe weekly-monthly, not to be the email equivalent of a “Hey what’s up” text that you didn’t sign up for but for some reason keep getting every 12 hours anyway. Communication should be helpful, not annoying or unnecessary.

By making it easy for your customers and potential customers to buy from you online, they’ll be able to show more love to your business. Let them love you, but be easy to love too.

Nicole runs Breaking Even Communications, an internet marketing company in Bar Harbor Maine. When she’s not online, she enjoys walking her short dog, cooking with bacon, and trying to be outdoorsy in Acadia National Park.