But now what… How do you make sure you have not wasted your time and money getting people to visit your business by not being able to convert your potential customers into actual customers?

Do you know how many visitors you convert into customers? If not, why…

This is the first thing you should be finding out. You need to track the amount of enquiries you receive against the amount you convert into customers (the % of visitors that actually convert to customers) – this is known as your Conversion Rate.

Once you know this figure, it’s easy to start improving it.

Many business mums think they have a good conversion rate, and if asked will say something around the 50% mark and upwards. However, in reality when they actually take steps to measure their conversation rate, they find it’s more likely 20%. This is still good but just think how much more you could make if you could improve your conversion by 5, 10 or even 20%

So, what steps can we take to increase our conversion rate?

1. Write up a phone script. This gives you control over the phone conversation and helps with any nerves that you may have in talking with a potential customer. This step also is one of the first in systemizing your business so that you can delegate answering of phones to someone else!
2. Capture your visitor’s details and send them newsletters with great offers. Generally people need to see something 5 times before they will act. Some industry professionals say this figure is as high as 7 times. It’s also a known fact that most people will not purchase from your business on their first visit. (Unless they come with a bag of recommendations from previous customers!) So you need to ask them if you can have their details to send them special offers. Use a capture device (more about these on the Business Essentials website). After they start to receive a few emails from you, they may then convert to a customer.
3. Special Offer promotions. Hardly anyone hates a bargain!! A good way to convert a visitor to a customer is to hold a special offer promotion. This needs to be more than just a 10% discount, something like a buy one -get one free, or receive a free gift with every purchase. Ensure you put a deadline on this!! That makes them feel the need to buy then and there!
4. Increase Average Spend by Up-selling, Cross-selling and Down-selling. Bundle products together to increase your customers’ average spend. Someone may have just come into your store to buy a hand cream worth $15, but they see you have a bundle offer where they get a nail care kit as well for $35. You now have them spending $35 in your store, rather than $15. If someone wants you to explain your products to them, always start with the most expensive one you have. That way, when you give them cheaper alternatives, they feel as though they have got a good deal. You may have just gotten them to spend $25 instead of 0$!
5. Customer Service. If someone can see you are genuinely interested in helping them fulfill their needs, they may not actually purchase from you then and there, however they will remember you when they need to come back, Or, even better will send their friends to you. Take a little time to excel in servicing your customer or potential customer and it will come right back to you.

These few simple things could make a huge difference to your home based business.

A great way to help you learn how to convert more visitors into customers would be to access our mums in business resources at http://www.mumsinbusiness.net where you will discover proven, easy-to-apply strategy that mums just like YOU are using every day to start & grow profitable businesses!

Alison Basson – Mums in Business and Business Women Unite, for women who are serious about business