No matter what your business, your success will be dependent on your ability to generate leads, and then convert these prospective customers into sales. While every businesses’ conversion rate is different, a small increase in your business’ conversion rate can have a dramatic effect on your bottom line. So how do you turn more of these leads into customers? One effective method to increase sales is to convince more of your fence-sitters to take action.

Have you ever wondered why a prospect might be sitting on the fence in deciding whether or not to buy your product? How can you make these hesitators take the plunge and purchase your product?

Here are some questions that you should consider when trying to convert more leads:

Where is Your Customer in the Buying Cycle?

The buying cycle starts off when a person identifies a need or want, and decides that they have to purchase a product to satisfy that need or want.

From there the typical person will spend time in researching the product. He or she might do some research online and search for a suitable model, or they may visit a few local shops to see what products are on offer, and/or talk to friends who have similar interests. They might also do a comparison review between similar products to investigate the features on offer.

These people are still in the research stage of the buying cycle, and are not quite ready to make a purchase. Someone who is at this stage of the buying cycle may well buy your product eventually – but not until they are convinced your product best suits their requirements.

Can You Solve Their Problem?

Spend some time evaluating whether your product meets the needs of your target audience. Based on feedback provided by existing customers, fine tune your product if it is not quite hitting the mark.

Are they Convinced to Buy Your Product?

If you run a business that sells products online, you will need an effective sales page to outline the benefits of your product.

In contrast to a “bricks and mortar” business where you can talk face to face with your prospective buyers, online companies will often rely on an enticing sales page to help attract customers.

Your sales page should outline the benefits of your product to your customer.

Ask yourself whether a prospective customer would be convinced to buy your product after reading your sales copy? Are the benefits to the customer clear? Does your sales page pull the right emotional triggers to get them to buy?

You already know that if your product doesn’t adequately solve your customers’ problems, it’s not likely that they are going to buy your product.

But keep in mind that if your product does solve their problems, but the customer is not convinced of this fact, you are still not likely to make the sale.

It is your job to provide a product that solves your customers’ problems, and then convince them that it does what they need.

Does Your Product Provide “Value”?

Everyone loves to buy a product that provides a lot of value.

Focus on providing a good quality product that serves the needs of your customer base.

Often, the perceived value (i.e. the customers’ perception of the value received when they purchase your product), is as important as the actual value that they will get.

Offer good bonus products to accompany your main offer. The bonuses selected should complement your main product, and may just provide the final push to get your prospect over the line.

Do you have a User Friendly Shopping Cart?

Other prospective buyers may suffer from “shopping cart abandonment”.

The prospective buyer navigates successfully to your shopping cart page, and fully intends to buy your product, but for some reason the order process makes them change their mind.

To mitigate the issue of “shopping cart abandonment”, make sure your business has the following steps in place:

  • Design your shopping cart to be as user friendly as possible;
  • Provide easy to follow instructions so that your customer can place an order hassle free;
  • Integrate your shopping cart with other parts of your website, so that it fits as seamlessly as possible within the overall design of your website;
  • Provide a help desk support function for customer enquiries.

Businesses who provide products to solve their customers problems and offer great value, and who can make their prospective customers believe that this is true, are the ones who will create a thriving business and generate lots of sales.

Hopefully, your business has already take into consideration the above issues, and is able to meet or exceed your customers’ requirements for a great product. But are you doing a good job in convincing your customers that this is true?