It isn’t that hard to get someone to say “maybe someday” while shopping around. Window shopping, especially online, can be accomplished with just about anyone and any product. “Conversion” as some people call it, or getting people to literally go through with a purchase, is much harder to achieve, as it costs some kind of sacrifice of money. Your product has to be worth it.
That said, if you’re having trouble with this you may have a problem with how you’re targeting your customers. There are a few things that come to mind: maybe you’re targeting the wrong people, trying to appeal to them in an unappealing way, or just selling the wrong products. If you’re having trouble converting purchasing online, it may be time to change some things up in your marketing strategy or your target audience.
Targeting the Wrong People
There is such a thing as targeting the wrong market. If you’re going to sell a product, find a place or group of people that would be interested in it or who need it. One too many times I’ve seen companies go after people who they think are interested in what they’re selling only to fail and be disappointed, while another group really could have used their services and the company could have profited off of it.
There are a few things that can make a market unsuitable for targeting. For one, you may be appealing to a market that is oversaturated. For instance, if I was opening an auto shop, it would be much smarter to open an auto shop in an area that lacks one, rather than on a street with two that lie within a mile of each other. This is especially true if people are already loyal to the competitors. Oversaturation, particularly for an unknown and new company, makes getting involved in competition a pointless endeavor.
Another thing you might be doing is targeting a market that doesn’t have an interest in what you’re doing. Imagine if Nickelodeon hosted Little Bill or Dora The Explorer on Nick at Nite. Older adults are most likely not going to want to watch either show like smaller children do.
Of course, this begs the question of where should you go to market your products? While there are smart and clever step-by-step guides you can follow, three overarching questions you should ask before making any decisions are:
1) Is there a need for this?
2) Who needs this?
3) Where are they located?
Once those questions are answered you can start working on and refining your target market.
Appealing to Customers In Ways That Are Unappealing
There are means of marketing that are often ineffective and lead to no real interest in your brand or product. Your products don’t just need to be quality, but they need to come across to the customer as quality products.
Obviously, places often go out of business when they can no longer compete with the marketing of their competitors. Your local burger joint may have closed down due to the Burger King across the street, for instance. Competition is about who’s better — so why is McDonald’s more appealing? Because it simply looks more appealing and is cheap.
It’s highly recommended that you “personalize” your marketing strategy as well. What does your typical customer like? It’s often suggested that you offer special deals and coupons to returning customers, and in my experience, this usually works. Also, reaching out to them on social media and the internet is crucial in this age, as well as networking with people who can help you. Be savvy and informed on what is standard posture and attitude wise online, as well as how other companies are communicating with their customers.
Bottom line: if you believe in what you’re selling, use that enthusiasm to get other people stoked on in it too. As well, you’ll have to do some market analysis on your target audience – see what they’re interested in lately, where they follow and find their advertising, and how you can go to them in those places. Appeal to what they’re into, don’t expect them to come to you.
Selling The Wrong Products
At the risk of sounding rude, maybe your products just aren’t quality. If things aren’t converting, you need to ask yourself if you would buy what you’re selling. This is an honest analysis you have to do in these cases and it can be hard to switch everything up, but it might save your business in the long run.
Try to think of this from the customer’s perspective — would you buy what I am selling? Why or why not? Doesn’t it make more sense to sell something people would enjoy and aren’t you a customer and consumer of products as well?
With this mindset, you can change your strategy and essentially your entire business and it will hopefully make you more successful.
How have you seen conversion from browsers to buyers? Let me know in the comments.
Avery Phillips is a communications expert with a sniper focus on human-tech interactions. You can always reach her in the comments or tweet her @a_taylorian.