Turning paying customers into repeat business is the key to making more money. And it sometimes is the most difficult thing to do.
But in order to be successful at conversions, you need to understand there’s a general cycle to internet business.
The first phase is generally to drive traffic, increase awareness and build your subscriber or opt-in list. The second phase is to motivate subscribers to become customers. This is generally accomplished by offering entry level products like low cost reports and ebooks.
However, once you have customers, how do you continue to increase sales and motivate purchases? What’s the next step?
Motivating customers into action involves a few different strategies working cohesively together.
The first is to continue to offer quality information. You want to continue to give them a reason to come back to your website. And you want them to think of you often, particularly when they have a need for your information, products or services. This is accomplished by continuing to reach them through your autoresponder, social networking, blog posts and other marketing strategies.
Continue building your community. The more people feel like they belong and they can relate to your brand and personality, the more they are likely to become repeat customers. And they’re more likely to recommend you to others. Social networking, blogging and social networking badges and buttons on your website are excellent ways to accomplish this.
Reward your customers for their loyalty. Loyalty programs help accomplish a few things. They make customers feel appreciated. They motivate purchases because loyalty programs and rewards often come with privileged promotions, special pricing and exclusive information. And they help build your community.
Offer different but easy steps. It makes sense to have a tiered level of products or services in your catalog. If your first entry point cost $5 you don’t want your next product to cost $500. There has to be a mid range too. And like wise, some people may be ready, after buying your first entry level product, to buy the whole cow as they say. So make sure you have larger priced items available too. Provide choices and a tiered level of products or services.
Tap into those all important buying triggers. Your customers will respond to:
Embrace these buying triggers and use them in your communications and promotions.
Finally, make sure it’s easy to buy. Sometimes we don’t realize that there are artificial blocks to making a purchase. Maybe we ask for too much information during the checkout process, maybe the call to action isn’t clear. Eliminate any obstacles to making a purchase and make it extremely easy to buy from you.
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