I like your comments on ways to accomplish a conversion. Great discussion of cus

Question

I like your comments on ways to accomplish a conversion. Great discussion of customers investing time to sign up for a publication or participate in a review or blog. What goal happens with this type of conversion?

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Some of the ways to achieve conversion are social proof, getting the customer to invest time, trail close, and guarantee.

Conversion: It is one of the marketing techniques that motivate customers to take a specific action. For example, if a customer wants to abandon his shopping cart, then the merchant can provide multiple offers to convert the customer from a browsing customer to a paying customer.

The ways to achieve a conversion are:

1. Social proof: Giving the customer proof via customer case studies and testimonials can enhance the conversion.

2. Trial close: It refers to the questions that are asked of the prospective customers, other than their final buying decision. For example, if the company is able is offer you the product for a price that is good for you, then is the product is something that you would like to move forward with?

3. Getting customers to invest time: In order to achieve a successful conversion, one should try to convince customers to invest time in the buying process. A sales executive must try to have a conversation, rather than quickly giving the customer a price. For example, in the first conversation, the executive must try to know the need of customer; in the second conversation, one should present facts and information that can be helpful to the customer; and in the third conversation, the customer should be presented a proposal that can be a success.

4. Guarantee: When the guarantee is offered to the customers, then they are more confident about the offer. Thus, this enhances the conversion.

Explanation / Answer

The goals that happen with such kind of conversions are:
•   Increased revenue and decrease in drop rate of the customer
•   Increased sales because of more visiting per converted customer
•   In-depth knowledge of buying behaviour of the customer and re targeting can be done more optimally
•   Better productive infra as items in cart are now being bought rather than dropping off.
•   Much better relationships between customer and the service employees

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