Working out what makes your customer tick when it comes to your website can be a minefield, and it’s no surprise really because no two users are identical. The headache comes with what to show them and how to stand out from other companies in your industry.

First time visitors coming to your site want to feel wanted and accustomed too, so it is important that you welcome them with open arms. It is easy to fall into the trap of showing the customer everything you stand for or as many products as possible but often less is more. In fact, this should apply to every page on your website because having good SEO means that people will be hitting your site from all angles so some may not even reach your homepage.

Often high bounce rates are caused by a mismatch in what a visitor expects and what they see. Within a short time period, you need to show only the most relevant information. Bring them into your ‘world’ and make life easy for them from the word ‘go’.

Jim Reeves – Welcome To My World

As mentioned, it is important to keep the distractions to a minimum and try to funnel their journey into a clear, concise path. This means if they land on a page about ‘bath taps’ only show them taps for their bathroom, not their kitchen and definitely not any other bathroom accessory. If the usability of the website is as it should be, they will find anything else they need quickly and easily afterwards.

Pop ups with offers have proven to work, but perhaps only show these for second-time visitors as they already know what you’re about. For first time visitors, keep everything in black and white and let them do what they’ve got to do by clearly mapping the important information so they do not need to go searching for it.

Queen – Don’t Stop Me Now

It is also important that you try and showcase what makes you different, whether that be your value proposition, an offer that no other competitors have or your best selling products. It can be extremely difficult to tell customers what it is about your company that is so different from all of the others, especially in such a short time frame. According to the Telegraph, humans have a smaller attention span than Goldfish – just 8 seconds. So, try to show them your best bits and keep them interested.

Foo Fighters – Best Of You

When they make it to your checkout area but for some reason decide they have somewhere else to be, try to make sure you persuade them why they shouldn’t have left. Cart Abandonments are generally quite high for online shoppers (67% – Average) and this is largely due to them trying to find promotional codes or when doing some comparison shopping. For business to business companies, if your customers have visited your contact page and stayed on their for a while but drop off, they have clearly showed an interest in contacting you but have been side-tracked so it would be worth trying to get back in touch with them again. Google AdWords Remarketing is a great tool for this.

According to Jupiter Research, Relevant emails drive 18 times more revenue than broadcast emails. Therefore, drop a tailored email into that customer’s inbox once they drop-off your website as this is one way to keep in touch, and ultimately a way to drive revenue. This also goes back to the point earlier about making them feel like you care and you want to build a relationship with them.

Tinie Tempah – Not Letting Go

The customer or new prospect may have previously had a bad experience from another company, so this is your chance to grab their trust by giving them the user experience they have been looking for. It might turn out that the person browsing has visited your website before and had not had a great experience, but it is crucial to keep testing with your landing pages. In fact, for retail and E-commerce websites, treat your website like the front window of a brick and mortar shop – it shouldn’t stand still.

Constant testing can lead to a long term relationship with your customer, whereby they are encouraged to return and see what’s new. These changes can improve the experience and usability for the customer, in turn transforming them from a previous browser into a new buyer, and hopefully, a returning buyer.

Chris Brown – Right Here

So, you did it, the customer came to a conclusion on whether to trust your business or not, they’ve bought into you and they bought your product or service – it’s a done deal! Although that customer has converted into a buyer, the retention of an existing customer is much easier than creating a new one so bear that in mind for your future relationship with them.

But for now, happy customer = happy business … queue the music (and minions!).

Pharrell Williams – Happy (Despicable 2 – Lyric Version)