Converting Website Clicks to Inquiries & Sales

There are a lot of techniques the internet will provide explaining how to convert your website clicks into sales with a technique called the sales funnel.

I have learned about the funnel plenty. Do I like the funnel? Not particularly.

I can feel myself being strung along and for a small business, a sales funnel is not the most practical route to take since it involves such close monitoring and paying for automated software.

So, here’s my small business approach that is much more manageable.

First, I would like to congratulate you for having people click on your website. This is a HUGE first step and a significant milestone.

Next, take a look at your analytics and see what page people are looking at the most.

Look at that page with an open mind and put yourself in the customers POV — what would you change? If people are looking at the page and not buying, we want to try to figure out what the reason could be that people are not purchasing your items.

Again, keep an open mind here.

Test out changing different elements of your product listings to appeal to your customers’ senses:

• Colors: this could include your website’s theme, background colors, accent colors, etc.

• Photos: try different angles, maybe have someone trying on the items.

• Copy: is your product description clear enough? You can also hire someone to take a look, like my friend Sasha.

• Buttons: it sounds silly but little details can turn a customer away.

• Headings: are you using them correctly? Does the layout look like it flows?

• Placement: mix up the order of your items especially if you have multiple pages of products.

Remember: business is a lot of trial and error.

Test out some new layouts and record your findings. Give your changes an appropriate amount of time to take effect, depending on your website traffic.

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