Naturally there are some browsers in your shop that are really quite serious and almost ready to buy. And there are also various degrees of browsers. I'm going to bunch all the browsing customers and call them Window Shoppers - ranging from completely uncommitted passers by to browsers in your shop tugging at a new sweater.
Recently I was in a store that I had no intention of buying anything from. As I walked through the store casting my eyes around, I started wondering:
How could this store's owner turn ME into a buyer?
Which leads me to a second thought. If I'm in your store I'm 1000 times more valuable than someone in the street, even if I have no intention of buying today. Why? Because you have my attention. It's your shop, your staff and your message. You should have a pretty good chance of converting me. Maybe not today, but one day. Buying decisions are often cumulative things.
But before we get too deep into this, let's try and get inside the head of a window shopper.
The Window Shopping SyndromeWhile this would apply to both online and offline stores, I'm going to focus on ecommerce, or online stores. In this context, a window shopper is someone browsing your ecommerce store.
Window shoppers, the lovable little creatures that we are, share some similarities in the way they think. I've identified two things that are true of online window shoppers (By Brett's hand-waving theory of common sense and reasoning).
- They're actually looking for a product they want that you have, but they're not ready to buy yet. This is sometimes called pre-shopping - finding out information and prices etc before the purchase.
- They're interested in some information that you have, or just like to look at the latest widget thingy-ma-bob. They're a fan. In any case, they're not buying anything in particular, but you probably sell products or have information that they're generally interested in.
So if that's what they're, how can we keep them happy? How can we convert these browsers into buyers - even though they're not really thinking of buying?
I think there's two things to accept up front:
- They probably won't buy today.
- They might buy in the future, but you can't be sure.
3 Tactics to Increase Conversions: Recruit the Window Shoppers
Use Email Newsletters to Snag Future CustomersHave you got an email newsletter? Throughout your site, think about how you can prominently display your newsletter. Explicitly ask your website users to subscribe to your newsletter.
Use wording to incentivize the sign up - remember, you have to answer their inevitable question "why should I sign up? Phrases like "Sign up to receive updates on our products" are okay, but not as good as "sign up and receive discounts inside our monthly newsletter". Make sure you follow up on these promises though!