4 Secrets To Converting Online Visitors To Paying Customers

“There is only one boss. The customer. And he can fire anyone in the company from the chairman by simply spending his money elsewhere ”- Sam Walton.

In the midst of the coronavirus outbreak, these lines sound right. With internet usage higher than ever before, online visitors are slowly becoming a potential resource for businesses around the world.

That is why it has become important to focus on these customers.

There’s no magic wand to wave and flick and hope that things will turn in your direction. Without a proper strategy, it’s an uphill battle to convert your latent prospects into long-term paying customers.

This article will walk you through four secrets of converting online visitors into paying customers that you can implement to understand your customer and increase your sales.

Let’s get into that.

4 Secrets To Converting Online Visitors To Paying Customers

Given fierce competition and the business leaving no stone unturned to drive website traffic, a successful business is different from an unsuccessful business from clutter. Here are four actionable ways to increase your conversion rate.

Focus on usability testing

If you’ve been in the online business for a while, you probably know that usability testing is the black horse for driving conversions.


A well-designed user interface will increase your website conversions by 200%, and a great UX design can result in up to 400% conversions. You can use usability tests to uncover problems related to the UX and design of your website. However, given the current scenario of maintaining social distancing, it can prove difficult to get all users to test from a single location.

This is where remote usability tests come into play. Without all of the testers in the same physical area, you can improve the usability of your website.

This user testing method gives you direct information about the likelihood of real customers interacting with your website. Perhaps you have designed your website to have a great user experience in your opinion. Since you are not an end user, your instincts may be wrong. Using usability tests, you can uncover problems that you probably never thought of.

The insights you gain from these tests are pure gold.

For example, the New England Foundation of Arts (NEFA) found through usability tests that the information architecture (IA) of their website keeps visitors away. Due to the complex IA structure, visitors could not easily find information on their website.

This is the power of usability testing and one of the most important aspects of converting online visitors into paying customers.

Pro type: Never ask your remote test group to review your website in general. Instead, ask them to address one pain point at a time. It could be either verifying a login process or finding certain information on your website. Take one step at a time!

Prioritize content marketing

As the attention span is reduced to just eight seconds and the demand for smaller screens increases, your content marketing strategy plays an essential role in converting visitors into paying customers.

Your website content, blogs, white papers, case studies, and infographics are great tools for selling.

There is no point in writing large blocks of text to fill the space. In this fast-paced digital world, nobody has time to read lengthy sentences. So focus on creating digestible and scannable content. Therefore:

  • Keep paragraphs short and grab the reader’s attention. To carry your content forward
  • Create a solid beginning of your blog or content
  • Use pictures to break up your content
  • Use sub-headings and bullets for readability

Don’t overwhelm your customers with tons of content. Create content based on where your customers are in the marketing funnel.

  • Top of the funnel: Your customers are just beginning to understand their problems. Content like blogs, infographics, landing pages, and social media posts let customers know the type of solution they need to solve a problem.

Notice how GiftRocket uses a CTA to create a compelling and attractive landing page to attract new customers.

  • In the middle of the funnel: Your customers decide by evaluating their options. Content like white papers and webinars give them insights into why your product is better than others on their list.
  • Bottom of the funnel: Your customers have made a decision and are ready to become paying customers. So it’s important to share case studies and product demos for one final push for encouragement.

To further increase your conversion rate, monetize the customer’s emotions by using language that evokes positive emotions. It’s your content, coupled with a dash of trust, that draws attention and forces a customer to remain loyal to your brand.

Regardless of the stage of the marketing funnel, it’s exemplary content that resonates and gets the ball into your playing field.

Pro type: Always remember that solid content is the present and future of marketing and always helps convert online visitors into paying customers.

Improve your customer service

According to an old business saying: “The customer is right.”

Reread these lines every time you are sloppy in customer service.

Customer service is about reducing the workload for your customers. It serves two purposes:

  • Converts visitors into paying customers
  • Leads to customer loyalty

Add widgets on your website to make life easier for customers. With these widgets, customers can quickly contact your support team if they have any questions and find an answer themselves. “Help” widgets can be a potential enabler in increasing your conversion rate, no matter where your customers are in the marketing funnel.

Note that Upwork has a dedicated help widget and extensive knowledge base that visitors can use to find information and contact their support team.

Does customer service end with a knowledge base and help widget?

Probably not!

Customer service prevents visitors from switching to competitors. Your customer service ensures an unforgettable experience and collects positive reviews on social media platforms and review sites.

But did you know that 50% of customers switch to competitors after one bad experience and 80% when they have more than one bad experience?

The bad experience isn’t necessarily related to the purchase. It can be so easy to have trouble logging in or encountering a non-clickable CTA the first time you visit your website. Even for first-time visitors, you need great customer service. You can achieve this through live chat or phone support.

The excellent customer service doesn’t just say “Hello! How are you doing during a chat or a phone call? It’s much more than that. Customer service encompasses every interaction before, during, and after your purchase. It also means handling complaints and turning bad customer experiences into well-founded ones.

Instead of ignoring customer complaints, show a positive attitude and acknowledge any complaints you receive. Don’t take discomfort into your heart. It’s part of business and it has to happen. The attitude with which you resolve the complaint is most important and forms the backbone of your customer service.

If you receive a customer complaint, follow these steps:

  • Listen to your customer’s problem
  • Sorry because your “customer is always right”
  • Offer a solution
  • Get in touch with your customers after resolving their complaint

Pro type: The more you focus on customer service, the better you can position yourself as a brand that places the highest priority on customer concerns.

Eliminate perceived risk

Increasing the conversion rate of online visitors is often about reducing the perceived customer risk. If customers are unsure about your product or consider it risky, they are less likely to make a purchase. To allay those fears, put yourself in the shoes of your customer. Ask yourself about the potential barriers that prevent visitors from turning into customers.

It can be as simple as a lack of warranty and guarantee information or no refund policy. Guarantees and warranties are a form of risk reversal and serve as a building block for customer confidence. Having a refund policy and warranty information in place creates confidence because your customer knows they can always return a product or have it repaired if a fault occurs.

Notice how tutorial points clearly define their return, refund, and cancellation policies.

Here are some ways to eliminate these perceived risks:

  • Tag your social evidence
  • Offer a clear privacy policy
  • Give a guarantee
  • Make returns easy
  • Show payment symbols
  • View your contact information
  • Use badges, certifications, and memberships

Reducing these uncertainties is what drives the conversion and leads to more visitors shopping on your website. As identity and online thefts increase day by day, providing a secure environment makes the consumer feel better when sharing their personal information and entering their card details.

The rule here is simple

The more an online visitor trusts you, the higher the conversion rate.

Pro type: The key to success lies in building trust and providing security.


A compelling content marketing strategy, combined with a great customer experience and in-depth usability testing, can be a driving force in converting your online website visitors into paying, loyal customers.

After reading this post, you will know some key elements in order to conduct user testing and create sample content to ensure maximum conversion rate.

How do you convert online visitors into paying customers? Which of these four secrets helped you increase your conversion rate? Let us know in the comments.

Author biography:

Priya Jain is a copywriter and works with Skale. She has an MBA and an engineering degree. When she’s not writing, she teaches math, spends her day running after her toddler and trying new recipes.

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