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Turn visitors into customers

The sole purpose of a website is to sell. Thus no matter how much traffic your website gets and how impressive its rankings are, it all comes to a naught if your sales numbers are not as positive. In fact, this is the most serious ailment that most e-commerce sites suffer from 'C the matter of conversions.

Conversions are about turning visitors into buyers. The process is not simple and there are numerous factors affecting the outcome.

In fact, the e-commerce scenario is fast changing and you need to be in tune with the latest developments to remain competitive.

An e-commerce website is not just an online catalog. There is more to it than efficient shopping carts and secure payment gateways.

Buying decisions, whether online or offline, are regulated by extra- rational factors. So the important question to ask is whether you''re set up evokes the desire and the trust in visitors required to complete an online transaction.

If you wish to improve your site's conversion rate, here are a few tips -

1. Distinguish your offerings

If you are the only one selling what you are, you have it easy. But if you are not, then you have to create a distinct identity for your business. Give the visitors a convincing reason to choose you over your competitors. Your marketing campaigns have to emphasis this aspect too.

2. Target your traffic

When it comes to traffic, huger numbers might be impressive but not necessarily effective. While most of the sites hover around a conversion rate of 3 'C 4%, a conversion rate of around 8% is not very unusual. In fact, the best of e-commerce websites have a figure as high as 18%. It's up to you to decide which figures are for you.

But if you are looking for high conversion rates, then advertise accordingly. Your advertisement should be very specific to your offering. Broad keywords get you bigger traffic but result in lower conversion rates too.

3. Get the content that converts

The copy on your website has to speak business, it has to tell the visitor clearly and categorically what you are selling and how it's different from other similar products in the market. Emphasis the benefits of buying from you. The visitor is in a hurry and has numerous other options. Show the carrots to him blatantly; let it not be a puzzle for him.

If you are using landing pages, then make sure that they have attractive product descriptions, pictures and very prominent 'call to action' buttons. Compare your product with those of others; there is nothing more convincing than fair comparisons.

4. Gain the prospect's faith

When you walk into a superstore, you already have a fair idea about the store's reputation, customer service and availability of goods. Successful e-commerce websites function on the same principles. You read about them in forums, shopping comparison websites; get impressed with their website's design and content, hassle free navigation, easy loading etc. They will have a toll free number to call on, probably live support, customer testimonials, and real address on the Contact Us page. If you have any news items or press releases have a separate section for them too.

5. Assure & Secure

Online business is not new for many. But most of your visitors might have compunctions about online transaction. These are the fears that your privacy policy should allay. Assure your visitors that the personal information that they share is totally secure, tell them emphatically that the privacy policy statement is important to you.

Another major concern in online transactions is security of payments. Therefore, use a payment gateway that is widely trusted and evokes faith. This is reason why Verisign is one of the most well known signs in the online world.

E-commerce is an elaborate subject and this article does not cover all aspects of it. However, these are the bedrocks without which an e-business can't prosper.