Here are several simple ways to maximize your online sales and marketing efforts, and convert more prospects:

1. Post your own competitive breakdown on each product’s Web page (e.g., price, features, benefits, ROI, etc.). This will show prospects how you offer more value. Plus, it allows you to control the comparison process. More importantly, it keeps prospects on your site. Once prospects leave your site to research a competitor’s product, chances are slim they’ll return to buy from you.
2. Offering something in return for registering (e.g., a free e-newsletter or one-time discount code, etc.). It’s an age-old principle: attract more prospects at ease by presenting the registration form as something that’ll entitle them to privileged information.
3. Keep the registration form as simple as possible. The more involved the registration process, the more prospects will be inclined to quit without completing the form. Only ask for the info you absolutely need. Once you have a name and e-mail address (or phone number) you’ll have plenty of other opportunities to collect more info. A good rule: registration forms should take no longer than 30 seconds to complete.
4. Offer a search option on your Web site. If prospects can’t find what they’re looking for quickly, they’ll leave your site and go straight to Google. The simpler navigation is, the more likely prospects are to stay (and hopefully buy from you).
5. Monitor “error/page not found” messages. Every time prospects land on an error page, it increases the chances they’ll leave your site. If possible, work with IT to make sure “error/page not found” messages don’t pop up when a prospect’s search fails on your site. If a search yields no results, make sure something pops up on the page — whether it’s a listing of your most popular products or services, or suggestions on how a prospect can refine his or her search.
6. Track which pages prospects view. Then develop a process that forwards that info to sales reps ASAP — so reps have valuable info they can use to follow up with prospects who leave your site.
7. Monitor/increase your visibility on search engine pages. Make sure to keep an eye on popular search terms here, then see if there’s any reasonable way to incorporate them in your Web copy to boost traffic. In addition, distribute online press releases, and encourage bloggers and consumers to post reviews of your products on their sites. The more attention your brand generates online, the more it’ll appear (and the higher it’ll rank) in Web searches.
8. Expedite the checkout process. Make sure buyers can get in and out quickly without getting caught up in unnecessary forms, survey questions or other distractions. If they’ve already registered, for example, make sure they don’t have to enter the same info again.
9. Offer product suggestions. More than 70% of Amazon’s sales last year came from products that were suggested by the company based on other customers’ past buying history (“132 people who bought X, also bought A, B, and C”). Lesson: Use other customers’ buying history to identify products/services new prospects may be interested in. It’s an extremely valuable and underutilized way to cross sell/upsell.
10. Develop a community. Some companies maintain one or more industry blogs on their site, others set up message boards, and some encourage product reviews from customers. These are all valuable ways to draw top-quality prospects back to your site on a daily basis. The more people view your site as a resource, the more they’ll be aware of limited-time offers and other promotions. Giving buyers a reason to come back to your site, that doesn’t necessarily have to do with buying products, is a great way to boost loyalty and earn buyers’ trust.

Adapted from “15 Tried and Tested Tips To Increase Online Conversion Rates” by Michelle Strassburg

Tags: Amazon, buyers, e-commerce, Google, marketing, prospects, sales, Web