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When you launch a website, you may be delighted to see how many people are visiting your site each day. This can be encouraging and it shows that your idea is something that people are interested in. As time goes on, however, you may start to notice that many of the visitors to your site have a look around but do not make a purchase.

It is incredibly important to know how to maximise the number of visitors to your site who become paying customers. Here are five key points to remember.

1. Target your marketing

Before even arriving at your website, people will have heard of you from somewhere. Usually, it will be as a result of some marketing or advertising that you have done. It is essential that you define your target customer, find out how you can access that customer and then market your website in a place where they will see it.

For example, if your website sells active holidays to students, focus your marketing on that demographic. Paying a fortune to advertise on a generic package holiday website may attract people who are looking for holidays but not necessarily those who are looking for the specific sort of holiday you are offering.

2. Make your website user friendly

The likelihood is that you won’t be the only website selling your product or service. This makes it all the more important that your site stands out. It needs to be eye-catching. It needs to grab the user’s attention straight away. It also needs to be immediately obvious what product or service you offer. When deciding how to make the site appealing, think of one customer who loves your product. Consider how that individual thinks and what would make your site appeal to him.

3. Check, check, check!

Everyone is all too aware of the potential for unsavoury characters online to take their money without delivering the promised product. Even without handing over money, people could be concerned about having their identity stolen. Despite all the effort you have put into making your website appealing and attractive to customers, one spelling mistake or grammatical error could cause them to doubt you. Think about your own online shopping experience. Would you buy a product from a site that looks a bit unprofessional?

4. Search engine optimisation (SEO)

Properly targeted SEO will mean that customers who are using a search engine to look for exactly what you offer will find you instantly. If you appear towards the top of the results page of a large search engine, people are more likely to regard your site as good quality. Therefore not only will better SEO mean more page views, those views are much more likely to convert to sales.

5. Generate success with success

Ask your loyal customers to share their opinions on you, your website and your product. Genuine recommendations from real people will make new visitors to the site more likely to trust you, not to mention more likely to buy from you.