If your website is attracting traffic but not converting, it’s time to assess your on-site content and turn browsers into buyers.

It is quite common for web owners to update page elements such as font colour, images, offers and even the shape of your click buttons, but the real focus should be on content and ease of purchase.

To nudge you in the right direction, below are three key fundamentals that should be included on your online store in order to increase conversion rates.

1. Sales copy

The first aim of a marketer should be to ensure the sales copy on your website sells. Whilst the old copywriting adage of describing the benefits of your product to the customer and explaining “what’s in it for me” still holds true, fierce online competition also requires you to explain “why buy from you.”

The key to effective web content is emotion. Your web copy should appeal to your customers sensibilities, needs or desires. Write in short, sharp sentences so that the message is clear and concise and most importantly be persuasive so the reader is compelled to take action.

2. Plan a sales funnel

The modern consumer wants easy answers and directions. They do not want a difficult decision to make. You can do this by creating a sales funnel or purchasing path, and guide prospects to take the next step rather than leading them.

It is often the case that if you rush consumers into making a purchasing decision they are put off and will leave your site immediately. It may be they are not ready to buy and are merely browsing to do some research.

This is where information is important. Drip-feed information bit by bit on a need to know basis. If you sell products that are available from a number of sources, offer a better service than your competitors by providing relevant information on review sites and forums etc at the appropriate moment.

You may also have a product customer’s can trial before they purchase. What better way for a customer to “try before they buy.” This method helps to build trust between you and the customer and by doing so increases the likelihood of converting an enquiry into a sale.

3. Real time virtual assistants

It is easier to sell your products to customers browsing your physical store than it is to people who have been in, picked up a leaflet and left. The same is true for your online store.

Employing a virtual assistant enables you to connect with customers in real time and help them make a purchasing decision. This strategy should be included as part of your sales funnel – so too finding out how far along the purchasing path your customer is.

A well trained VA should be able to determine whether a visitor to your online store is ready to purchase or just looking to compare prices and products. Find out what they know about the product they are interested in and give them information they will find useful when making a decision.

There are numerous methods of increasing conversions, and it depends on the nature of your business and products as to how many steps you should include in your sales funnel and what information will benefit visitors the most at any given stage of the purchasing process.