Converting Leads to Sales in Your e-Commerce Business
By Rose Salas
电子商务模式已经成为很多商家在线转化客户的一种非常有效的手段和选择，但在线销售如何将品牌粉丝和关注用户转化为真正的业绩，这是另一回事了。今天我们就要分享几个如何将潜在客户转化为真正的实际客户的小技巧。
首先你要将真正有意愿购买的客户从那一长串的潜在客户中筛选出来，毕竟并不是所有关注了你的账号或赞了你的动态的人，都有意愿购买你的产品。一定要在众多客户中注意观察，筛选出那些有支付能力，相信你的产品并愿意购买你的产品的人。这样可以避免浪费大量时间在那些其实没有意愿购买的客户身上，提升销售效率。
如果你想更方便的解答客户的各类问题，在自己的网站上建设一个问答页面也是非常必要的。不少客户在真正咨询前，希望在你的产品页面上找到自己问题的基本答案，这些问答很可能往往影响着客户的购买意愿，并帮助他们打消一些疑虑。
有一些用于线下的促销手段在线上销售时一样好用，比如限时优惠、积分奖励和折扣代码等等，优惠措施不仅可以让客户更快地作出决定，也可以让客户感到自己收获了实惠。
客户之间的推荐介绍往往是影响购买量和成交量的关键因素，所以在产品下方开放客户评论是非常好的选择。客户的评论可以展示给其他的潜在购买用户观看，从而让他们更加信任你的产品。
在线上营销中，电子邮件营销也是重要的一部分，尤其对于那些已经将物品放入购物车或已经进行了支付环节，但未支付成功的客户。这样一封提醒邮件可能会挽回很大的一部分销量。
优质的售前服务往往会直接影响到客户的购买决定，售前服务可以为客户打消疑虑，解决问题，为客户推荐适合他们的产品，引导客户完成购买行为。所以，培训一支优质的售前服务团队，定能更好的帮助企业提升产品销量。
相信上述技巧和信息可以帮到电子商务业务的经营者，在新年到来之际收获业绩开门红！
Converting leads into sales is a big challenge when you are working on your e-commerce business, particularly on a start-up. Not all conversion strategies will entice and encourage your customers to buy your products. You may have done and put your best efforts to get all the leads and prospects from your market channels, but turning them into sales is another thing on your agenda. Sale opportunities should be maximized in order to turn every prospect into a customer. What are some viable ways to convert, if not all, but larger portion of your leads into sales?
Here are some strategies shared by experts:
1. Focus on qualified leads: You may be overwhelmed by the long list that you got for your leads but not all of them are qualified. Also, not everyone who likes your post or follows you on your social media accounts is receptive or can be turned into a customer. Therefore, focusing on the right leads will save you time and boost your sales. Offer your products or services to people who are capable of paying for it and avoid too much time answering enquiries from prospects that don’t have the desire or willingness to buy.
2. Equip your website with an FAQ page: If you think this is not a must-have, think again! Some customers actually check out this page to find answers to their basic questions and look for specific information before they buy your product. Make sure that your FAQ page contains all prominent questions and answer them with complete and relevant details. This page should address the concerns of your customers that could affect their decision to purchase. This is a very effective means of earning trust from them as they could see very well the business model once they look at this page.
3. Offer incentives: Who doesn’t want a free offer? When you make an incentive, your customers will be eager to look and check your product and easily convert a lead into sales! For example, limited-time discounts can help them decide whether to purchase right away. Offers that cannot be found from your competitors are essential too. You can give them reward points from every purchase they make, or earn something when they make a referral. Discount codes should be tied up with promotional offers. These incentives need not to have a really high monetary value but something that would make customers feel valued can have an impact on your sales.
4. Allow product reviews on your page: If you are confident about the product you are selling, you should not worry about the feedback you could get. Product reviews are very important for most of customers - honest ones of course. For most of the online buyers, they check the credibility of an online seller via reviews of their customers. Guest reviews should be limited. Verified customer reviews can help your business convert more leads to profitable sales without incurring any extra cost.
5. Use email marketing: If you feel that no one reads emails nowadays, fret not. It is still an extremely powerful tool for ecommerce business. When you do email marketing, make sure to go for a campaign that doesn’t sound pushy or aggressive. An example of a good approach would be “Abandoned Cart” emails, through which you reconnect with customers who initiated a purchase but did not finish the transaction. Just remember that when you do a campaign, it should be a well-timed email that can grab the attention of your leads and make your brand stand out.
6. Train you team: If you have a team that’s focused on online inquiries, train them properly on how to handle it. A real-time response is important, but an accurate response is more important. By training your team with strategic selling principles, they will master the skill of converting leads into sales and this will have a remarkable impact on your business. They should learn to become effective sellers by being helpful and not pushy. A well-trained member of your team should be knowledgeable enough to make recommendations, do simple follow-ups and provide the right and accurate information about your brand.
Online leads can be a pain in the neck for any business. By analysing your marketing funnel, you can effectively use the above tips and strategies to make a customer take a buying decision. It may not be very easy, but once you get to discover what strategy works best, you can easily turn your audience into customers and everything is just a piece of cake!
