PODCAST: How to Convert Your Client's Visitors Into Customers

PODCAST: How to Convert Your Client's Visitors Into Customers

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In part one of “The Ecommerce Customer Lifecycle,” Growth Spark's Ross Beyeler and I focused our attention on the “acquisition” phase  and asked the question: “How can we get potential customers to visit our sites?” Tactics discussed included social media, paid advertising, influencer marketing, among others.

In our second episode, we move on to discuss “conversion” which focuses on getting the visitors of your website to actually purchase products. This step is where user experience, design, branding, content and your on-site strategy are crucial.

Let's take a look at how to improve conversion on your client's store.

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Topics Covered on Conversion

Here are some of the topics we discuss in our podcast:

  • What makes visitors buy when they get to your store?
  • Enticements such as discounts, free shipping and more
  • The importance of telling your brand's story to add authenticity
  • Approaches to recovering potential sales including “abandoned cart recovery”
  • Ways to target different customer demographics
  • The importance of navigation and making the user journey as easy as possible
  • The importance of mobile commerce
  • How to use personas to inform the design and navigation of your store
  • How to use data to inform your stores development
  • The importance of analytic data to improving your store
  • Ways of working out your average order size and profit margin per customer
  • How to work out a rough Cost per Acquisition (CPA) metric

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Subscribe to this Podcast Series

You can now subscribe to to The Ecommerce Customer Lifecycle in the following ways:

To hear more

  • In Part I of “The Ecommerce Customer Lifecycle,” Ross and I focused our attention on the “acquisition” phase and asked the question: “How can we get potential customers to visit our sites?” Tactics discussed included social media, paid advertising, influencer marketing, among others.
  • In Part II, we moved on to discuss “conversion” which focuses on getting the visitors of your website to actually purchase products. This step is where user experience, design, branding, content and your on-site strategy are crucial.
  • In Part III, we turned our attention to the often overlooked topic of fulfillment. Whilst on first glance you might think that it's a simple case of putting a product in a box and adding a postage label, there are plenty of other factors to consider — many of which will help your clients showcase themselves and their brand values.
  • In Part IV, we focused on retention. This includes ways to get customers to keep coming back and purchasing products. Having long-term relationships with customers who have already purchased from you can be highly profitable as your "cost per acquisition" reduces.
  • In Part V, we discussed all things measurement and asked how to use analytics and data to ensure that all ecommerce customer lifecycle activities are profitable.

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About the Author

Keir is based in the UK and works on the Partner Growth Team at Shopify. You'll often find him at conferences and running workshops on Shopify theme building. You can subscribe to his newsletter, read his latest articles on Medium, listen to his podcast, and follow him on Twitter.

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