Create driving points that reflect the intention of the customers’ questions
It’s fairly easy to sell online to folks who know exactly what they want. They’re eventually able to find what they’re looking for and seem willing to stumble over a road block or two to complete the deal. Word is these visitors convert well.Trouble is, these folks are only a small part of your audience. Far more of your potential customers are much earlier in their buying decision process. They are at the point where they sort of know what they want or they are still window shopping. Because they haven’t made a purchase decision, they are still gathering information, getting a feel for the lay of the land. Word is these visitors don’t convert well.
Au contraire. You simply have to understand how to help them. And that starts by thinking about the “driving points” you provide for them.