Believe it or not, very few people who visit your website are ready to buy from you. They’re just not there in the buying cycle, yet. In fact, there are several stages of this buying cycle, and each website visitor you have will be looking for something different once they hit your homepage. You’ll want to cater to these unique needs, so here are a few tips about what customers might be looking for and how to deliver with your website.

Creating Awareness For Site Visitors

You’d assume that people visit your website because they’re already interested in purchasing your goods. In reality, only about 2% are ready to press buy, so what about the other 98%? 

These visitors are all at different stages of the buying cycle, beginning with the first step, awareness.

Creating awareness is to make your customer aware of their problem, which will eventually lead to a purchase. This is likely a problem that they’re suffering from on a regular basis and you hold the solution to this problem.

Maybe they’re putting up with a buggy alarm system because they don’t know how much money you could save them. Maybe they’re continuing to struggle with their health because they aren’t exactly sure how you can help them. Maybe they’re dealing with an annoying door that just won’t fit into the frame, but they don’t know how quickly and affordably you can fix it. 

You want to put yourself directly in front of that problem for the customer. The best way to do this is to start by highlighting what makes your business their best option, which takes us to the next stage of the buying cycle, consideration.

Upping The Ante With Consideration

Consideration. This is when your customer has become aware of their problem and now they’re on the fence about if you’re the one they’ll choose to fix it. They’re looking to understand what makes your service different from the other carpenter or chiropractor that’s just across the street. Now is your time to shine. 

Testimonials go a long way for new site visitors, as they give you a wave of instant credibility and reputation made up of good client experiences. Some other elements that might set you apart from competitors include:

• Video testimonials.
• Certificates, licenses, or accreditations.
• Transparent and upfront pricing.
• Detailed service/product descriptions about what you do/provide
• Free consultations or demos.

You want to provide enough information so they can make an informed decision and feel comfortable and confident about choosing you.

Now, It’s Time To Buy

At the purchase stage, the customer has gone through all of their options and is ready to pick you. They’ve scrolled your FAQ, scoured your work, and know that you’re a great choice because of all the testimonials they just read! This is when you want to make customers feel good about their investment, so every part of your purchasing experience needs to lend itself to this. 

This means your checkout process and your contract agreements should be secure (first and foremost) and smooth sailing. You could consider offering multiple payment options and should provide clear instructions for how to complete the transaction. Once the transaction is complete, always send confirmation.

Encouraging Repeat Purchases

As the last stage in the buying cycle, repeat purchases mean the ongoing health and success of your business. After a customer purchases, continue nurturing your relationship with them. You can do this by providing:

• Confirmation emails of their purchase.
• Discount codes for their next one.
• Thank you messages for their business.

Follow-ups after their first visit or purchase, just to see how they’re doing, is something that people will remember you by. This shows that you care not just about making a sale, but about truly improving their life with what you’ve provided for them. 

So, where’s your customer in the buying cycle, and is your website catering to them?

Perfect The Buying Cycle For Your Customer

That’s the name of the buying cycle game, and while sales are always great, if you don’t have the site structure to support your new customers, maybe it’s time to make some changes. We’re here to help you with that. Just fill out the form below and our team will get back to you soon.