Market Wise Inc.

To generate more sales and leads from your Web site, you must understand your prospect's buying process. Think about how your customers progress through their buying cycles. What information are they seeking at the beginning, middle and end of their purchase decision. Make sure your Web site provides the important information your prospects seek at each phase.

If they start by seeking information on how other companies solved similar problems, provide in-depth case studies and industry white papers. If they must sell the solution to upper management, provide tips on how your product or service will benefit the company from the CEO's or CFO's perspective.

Adapt your Web pages to match how your prospects move through their buying decision. Engage them by asking questions. If, for example, you offer a Web based demo, ask them about the immediacy of their need ("will you make a purchase for this type of program within the next quarter?") By polling your prospects, you show them you are interested in their needs and develop a profile of your site's visitors.

We call the different phases of the buying process "trigger points". They buyer's interest is usually triggered by an event (sometimes called a "pain"). If you can provide useful information to help them solve their pain, you can move them closer to the sale. While your Web site cannot close a complex sale, you can use it to capture the names of the most qualified prospects. You can then use e-mail or e-newsletters to keep these qualified prospects warm until they are ready to make the purchase. Make sure you use an opt-in approach to e-mail follow-up (see our Can Spam article). If you stay in touch, your message will remain "top of mind" when they are finally ready to buy.

To Increase Sales Consider the Buying Process