Before answering the questions users ask before conversion, ask yourself these questions first:
Why do you create a company website?
Is your goal to attract a lot of traffic, to get a lot of conversions, to raise your brand awareness… or are you building a website just for the sake of having one?
We’re sure the answer to the last question is no.
A company web is a robust tool you can use to convert visitors into leads, and leads into customers. However, that doesn’t happen instantly.
There is a process or journey that your users — which include website visitors and leads, in this case — go through. If mapped out right throughout, your website can seamlessly guide them through this user journey until they decide they want to trust you, engage with you, or purchase from you.
And in order to guide them, your website needs to answer these five questions users ask before conversion.
1. “What is this website about?”
It might be clear to you what your company is offering through your website. However, that might not be the case for the users.
Keep in mind that they are not familiar with your business. They could even be first-time visitors who have never heard of your brand before until they clicked on a Facebook Ad.
To make sure every user understands, your website homepage or landing page needs to lay out this information:
The details of your products or services
- The benefits of using your products or services
- How they can solve your users’ problems or make their lives easier
- The quality of the materials, ingredients, or technology used
- How much they cost
Your target audience
Your products are not made for every single person on earth. If your users do make a purchase, will it be for themselves, their parents, kids, or friends?
2. “How does this thing work?”
After getting to know your products, your users will want to know how to use them. Some information you can emphasize includes:
- Product guidelines or how-to-use
- One-off purchases or subscription-based?
- Direct use, demo first, or consultation first?
- Plans or packages (if available) and the list of features
3. “Can I trust this brand?”
Oh, the good ol’ trust — what it takes to make someone believe in you?
First-time users will not blindly trust your brand unless they’ve seen some proof. That’s why you need to provide these on your website:
- Real product pictures
- Customer reviews
- Awards, achievements, and certifications
- Media mentions and social shares
- About your business — background, address, customer service, etc.
4. “I’m hooked! How do I buy or sign up?”
Great! Now your users are ready for conversion. Let’s make sure you make the process easy and fast for them, so they continue to trust you and don’t waver or change their minds halfway down the payment road.
- Test your CTA buttons, make sure they’re working and the copy is clear
- Inform your users if they need to sign up or create an account first
- Let them know if they will be redirected to another site for payment or purchase
- List down the payment methods you provide
5. “So, I’ve paid. Now what?”
Never leave your users feeling lost, especially after they become customers by purchasing something. Provide a delightful after-sale service so they know what to expect and what to do next.
These are some actions you can take (or even automate) to continue guiding your users after the conversion takes place:
- Redirect them to a thank-you page — where you can also invite them to join your newsletter
- Send a confirmation email, notification, or chat
- Send booking reminders or shipping updates
- Send personalized promotional emails on a bi-weekly or monthly basis
Doing this means your user journey continues, which can lead to repeat orders or your users advocating your brand to their friends.
Provide a Better User Journey by Answering the Questions Users Ask Before Conversion
Your brand exists to help better your users’ lives. But before that can happen, your website needs to answer the questions users ask before conversion — so they trust your brand, enjoy exploring your website, and eventually convert into leads or even customers.
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