They browse, possibly ask a question or two, and then slip silently away like a ship in the night, never to be seen again.

Ahh, window shoppers — interested enough to look at what you have to offer, but not interested enough to actually make a purchase. (And that could be for a variety of reasons, including wanting to price compare before buying, unsure about making the purchase, pricing, quality, etc.)

But if you took some of those reasons away, you might find that you’re able to convert browsers into buyers on a regular basis.

Learn what you can do to persuade window shoppers to buy now instead of leaving empty-handed.

Persuade With Vivid Product Details

Fluff It product description4

Whether in store or online, sharing the details of what makes your product special can be a very powerful selling tool.

If you have a physical location, this might mean leaving little product cards by each item that detail what your product is made from, who made it, how it was made, if it can be customized, any warranties included, etc. (Or having a friendly, not pushy, employee do this.)

Online, you’ll want to do the same with your product descriptions, but you’ll have more freedom to get all necessary details in, including everything from the colors your T-shirts come in to what your cupcakes taste like.

If it helps, think of the words you use to describe your products as persuasive little salespeople whose only job is to buzz around in shoppers’ heads until they’ve enticed them to hit “add to cart.”

For example, what is more tempting to you? “Gourmet marshmallow pies,” or “Our gourmet Vanilla Bean Marshmallow Pies are made using homemade vanilla bean marshmallow fluff that is sandwiched between two freshly baked cookies and then drizzled with a Belgian milk chocolate”?

No contest, right? (Shout out to Toasted Mallow for that persuasive product description.)

Get Them to Trust You

If you’re a new business or not particularly well-established on the web, shoppers might be wary of purchasing from you.

A great way to encourage immediate ecommerce sales is by inspiring trust.

  • Add testimonials to your site and/or on product descriptions.
  • Fill out your ‘About’ section and add links if possible to any other accounts, including social media.
  • Create a ‘Frequently Asked Questions’ document.
  • Include all shipping/return/exchange info in explicit detail.

In store, this could be as easy as having well-trained employees mention any important details in a non-pushy way while a customer is browsing.

For example,”Just to let you know, we have a 60-day return policy and offer a money-back guarantee.”

Give Off a Sense of Urgency

What makes a shopper decide they have to buy something now rather than waiting? A sense of urgency.

Conveying this online can be done by including an “‘X amount left in stock” notice on your product page. And since what you sell is most likely purchased (or created) in small batches, this would be an easy marketing strategy that boosts sales.

You could also try holding one-day sales, or flash sales that only occur between a one-hour time period each week. Another trick is to offer a free gift with purchase if they buy that same day.

In-store, you could tell customers that if they purchase now, they’ll get 10% off, free samples, or a free gift with purchase. (Nothing gets me to spend money at Sephora faster than the free sample promotions they do, both in-store and online.)

Display Your Products Professionally

This is especially important when it comes to ecommerce because you’re relying on images to sell your products for you.

If yours are blurry, pixelated, or just unflattering overall, this could be one of the main reasons you’re seeing consistent product views but no sales.

Whether you hire a photographer or hold a DIY photoshoot, professional, attractive product photos will go a long way toward swaying shoppers into making an immediate purchase.

(Don’t forget to include multiple views so shoppers can see your product from all angles.)

Continually Analyze and Revise

You might find that with more persuasive product descriptions and better images, you start seeing more sales — but don’t think this means your job is done.

Winning over window shoppers is going to be an ongoing, ever-changing process. It’s important that you analyze everything on a regular basis, from how you display your products to the pricing you select, to ensure your business stays competitive and enticing to shoppers year-round.

How do you entice window shoppers to buy, both in-store and online?

This post was originally published on The DRIVE blog.