3 Ways to Persuade Someone to Buy From Your Online Store

You shouldn’t think about growing your website traffic.

Actually, let me rephrase that: You shouldn’t focus on growing your website traffic.

Especially if focusing on growing your traffic leads to superficial goals, such as clicks and views from people who are not the right fit for your ecommerce business and will never buy from you.

“Viral content may feed your ego, but it doesn’t necessarily feed your ecommerce business.” 

Stefanie Flaxman

Editorial Director, DCP

Starting today, you can get better at converting the interested buyers who already visit your site.

It can be a liberating notion that solves the age-old ecommerce content marketing challenge of how to serve your existing visitors while attracting new people.

Because serving your loyal folks will naturally draw more like-minded people to your content, rather than just anyone.

Interested buyers think they’ll like the products your ecommerce business sells, but the content on your site still has to persuade them to make a purchase.

What do interested buyers actually look like, and how do you create the right content for them?

Think in terms of TIE: Thrill, Inspire, or Educate.

Thrill to Persuade

The quote above is an actual text message I recently received from a friend, along with a screenshot of a book cover.

She really likes these mystery novels she discovered from a self-published author on Amazon and sent the author an email to let her know how much she appreciates her books.

When the author wrote my friend back, she guided my friend to sign up for her email list (her “fan club”) to be the first to find out when she releases the next installment in the series.

Now, it’s not always this easy, but don’t underestimate the people just waiting to buy from you — sometimes even before you release a product.

This author provided content to her mailing list that kept my friend excited about the books, and that type of nurturing led to an instant sale as soon as you could pre-order the book.

My friend also wrote reviews of the books she’s read on Amazon, which helps attract new prospects to the author’s platform.

Inspire to Persuade

At a dinner party years ago, I talked to a great couple dressed to the nines in vintage clothes.

I quickly learned that they swing dance together, and what I immediately loved about them is that they didn’t ramble on and on about it. A few words were exchanged and then our conversation went in a different direction.

See, they didn’t assume I was interested in their hobby. Although they’re passionate about it, it would have been a waste of time for them to go into a lot of detail.

But in the back of my mind, I couldn’t wait to circle back to swing dancing when I had the opportunity to mention it.

And once they learned I was an “interested buyer,” they provided a lot of helpful information that inspired me to look into taking classes.

Many people who land on your website are the right fit for your products, but they need to know why now is the right time to act. Guide them with your content.

Educate to Persuade

I once canceled my membership to a local art museum because I wasn’t going there as frequently as I once did.

The museum subsequently sent me a lot of incentives to re-join, but I never gave any of them a second look – until the last one I got in the mail.

Here’s the offer: 30 percent off a yearly membership, if I re-join within 30 days.

Nice.

But along with the sales letter, the museum included:

• An art print from each of the exhibits during the next 12 months
• A summary of each exhibit, including their dates
• The member perks associated with each exhibit

In this case, the museum needed to do more than inspire me in order to persuade me. They had to educate me about rejoining and show me the exact benefits I would receive.

Deepen Your Appreciation for Your Existing Visitors + Grow Your Traffic

Tailored, consistent SEO and content marketing services will attract visitors to your online store and help you convert more of those visitors into loyal customers who buy from you again and again.

Need some help with that?

We work with clients who:

• Want an end-to-end SEO partner: From writing articles to technical SEO, our ecommerce content marketing agency covers it.
• Can invest in the long-term: We work with fewer clients and then go all-in for them.
• Believe in better communication: To implement your ecommerce content marketing effectively, we need to talk.

If you’re ready to create content that drives more traffic to your site and converts more visitors, get in touch with us today to learn more!