Five killer tactics to turn shoppers into buyers

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If there’s one segment that’s frustrating, disheartening, and mysterious … it’s the returning visitor who doesn’t buy. But don’t worry: It can be fixed.

There are lots of reasons for people being hesitant to buy from you after they visit your online store. In this post, we will propose solutions so that you can make your customers feel more secure and more comfortable buying your products.

#1: High-Quality Photographs

You can’t expect people to feel compelled to buy if you snap just any picture at all. Your photo shouldn’t be poorly-lit; there shouldn’t be weird shadows; and it should be displayed clearly, perhaps on a stand. It just feels shady if your products aren’t crisp and compelling. Without good product photography, not only do people miss out on what it's like to feel the real thing, but they have a sense that you're less than professional.

Set up your shoot by a window on a sunny day to avoid lighting equipment, and use your iPhone, which has a fantastic camera, to take the pictures. Different tools may be more appropriate depending on your requirements.

#2: Good Designed & Modern Website

Walking into a store and finding products totally disorganized is more than just a hassle. It can be so frustrating that you choose not to make a purchase at all.

Think that experience can happen online? You bet.


Find a good theme, with responsive design, and make sure that your storefront is easily navigable. The rule of thumb is that no product should ever be more than three clicks away from the homepage.

Of course, navigability is affected by the way you arrange your collections as well. Make sure that there’s an intuitive category for every product, and that every product is where it ought to be.

Old Sole Website

Our Client Old Sole features a modern website

#3: Awesome Site Structure & SEO

It’s crucial to structure a business website well for two key reasons – search engine optimisation (SEO) and website usability. Get your structure wrong and some people in your target audience could miss your site altogether. Those who do find it could struggle to find what they’re looking for – reducing your chances of converting them from prospects into customers, and discouraging them from coming back.

The way you structure your website will make a huge difference to the user experience. So before building a website it’s essential to think about your target audience and what they will be looking for when they visit your new site. This will help you organise your content in a way that will encourage visitors to stay and read more.

Intuitively you might think the homepage is the most important page of a business website – however, the subsections are equally if not more important. This is where you’ll go into more detail about what your business offers, so these are the crucial pages for securing sales.

Make sure the content you include here is well written and relevant. Include strong calls to action, making it easy for users to contact you or make a purchase.

#4: Automated Email Marketing Campaign

When it comes to driving conversions, one channel continues to outperform all others: email. In fact, according to recent research, email has a return-on-investment of around 4,300%. If that's not enough to get you excited about email marketing, consider this: 

  • 80% of people say they receive marketing messages alongside their personal emails on a daily basis.
  • 70% of people make use of coupons or discounts they learn about from email.
  • 60% of people say that receiving special offers is the top reason they subscribe to an email list from a business.

If you haven't taken the time to develop a email marketing campaign, you're almost certainly leaving money on the table.

#5: Keep track of your customer lifetime value

Many business use spreadsheets for storing their customer data, and if your business is one of them then it's time to stop. Spreadsheets get lost, they become outdated, and they might fall into the wrong hands. Business cards are important for collecting customer data. But not when lying on your desk.

A good CRM (Customer Relation Management) software keep a good overview of your customers, a.k.a their lifetime value. It is never too late to start organizing your customers and contacts. You need some basic categories to make your data efficient so that you can implement your CRM strategy to fulfil their needs.

You could need categories like Customers, Lost Customers, Prospects, Suppliers, Partners, Potential Partners, Influencers and Inactive Customers. You could also consider dividing customers into A-, B- and C-customers depending on different customer retention programs for each segment. So you might get rid of your complex spreadsheets once and for all.


This post is about more than getting new visitors to your online store. It’s about converting them and overcoming their objections to buy once they’re there. Make sure that you do everything you can to make the shopping experience a simple and intuitive one, although it can always be a hassle to manage your storefront and keeping the online operations smooth, and that when you could trust your business on professionals...

MM:Growth works with a number of York-based businesses to deliver on the digital side of their business. We are different from other online agencies in that we promote a close working relationship with our clients and in that our methods are tried, tested, and successful in an established and growing real-world business, some of our featured clients include: Old Sole, Orthokind and Monkey Puzzle Jewellery.  If you're interested in how we can help your business to grow, call 01904 633 049 or email us at

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