Thanks to a Google search, a great advert, or a trusted recommendation, you can attract many early stage customers who aren’t quite ready to take action. But, how can you convert these early stage visitors?
A great first impression will encourage a browser on your site to stay longer, follow you on social media, or plunge into your onsite content. Here's how to engage with these visitors and begin a relationship that stands the best chance of converting them into a lifelong customer.
1) Know Thy Audience
To engage with your audience you must understand who they are and what they are looking for. This is where the use of buyer personas can really work to your benefit. These detailed profiles describe your ideal customers and are based on research and data (plus a few educated guesses!).
To build a buyer persona you need customer demographics and to identify pain points, preferences, hobbies, and even daily routines. Utilise surveys, customer interviews, and social media analytics to hone these personas, and once ready, use them to tailor your website experience to meet their specific needs.
2) Optimise Your Website
If your site is slow, unintuitive, or notes to use on a mobile device, you risk losing potential early-stage adopters. These performance cornerstones are crucial at the early stages, as it’s so easy for a browser to simply drop-off your site at the first sign of difficulty.
Speed & Performance
Today’s web browsers have very little patience for slow-loading web pages. You can boost site speed by optimising images, leveraging browser caching, and reducing server response time.
User Experience (UX)
You need a site that is user-friendly, it really is that simple. Conduct research to make sure users can navigate and use your site intuitively. Clear calls-to-action (CTAs) can be implemented to signpost and guide throughout your website.
Mobile Responsiveness
The majority of internet users are now on mobile devices, a responsive design that adjusts to any device is therefore an absolute necessity in 2024.
3) Be Clear with your Value Proposition
Early-stage visitors are curious and will have lots of questions about your offering. Your value proposition should demonstrate in simple terms the main problems that you solve. Don’t blind them with science or go on about your accolades, just focus on the clear benefits of your offering and why someone should choose your product over your competition.
4) Simplify Your Offering
Early-stage visitors have very low thresholds for complexity. Use videos, images, and simple copy to present your products / services. Be engaging and try to make your brand memorable in some way, so that even if they aren’t ready to commit to an action this time, they will remember you for next time.
5) Encourage Exploration
Your site should invite exploration and inquisitiveness. Try to implement interactive elements, intuitive navigation, and engaging visuals to make the experience you offer an enjoyable and rewarding one for everyone.
6) Solve Pain Points
Early-stage visitors are sometimes in the research phase only and aren’t ready to make a purchase. Cater to these individuals by giving in-depth Q&A’s that answers their questions without pressuring actions. This in turn builds trust and marks you out as a trusted source of information.
7) Be Credible
Building trust with new visitors means making them feel secure and welcome as soon as they arrive. Do this by using SSL certificates, security badges, and online encryption. Highlight the fact you’ve used these security measures to reassure visitors you have their safety and security in mind.
Social Proof
Showcase customer reviews, ratings, and endorsements from reputable brands to help build trust. Demonstrate compelling testimonials and relevant partnerships to further boost your credentials.
8) Make a Lasting Impression
Creating a positive, memorable experience for your visitors can convert them into brand ambassadors.
Align your offering with social causes, and share relatable stories to evoke positive emotions.
Engaging early-stage visitors without pushing for an immediate sale means understanding their needs, and by creating a positive, memorable experience, you can encourage them to return, eventually converting them into loyal customers.
At Web Choice, we understand the importance of delivering an engaging, intuitive online experience for every visitor. Connect with us and we’ll ensure your website not only attracts early-stage visitors, but keeps them returning again and again.
Choose a web development agency that can truly deliver, choose Web Choice!
