Optimising online conversion

Salon industry consultant Valerie Delforge looks at how businesses can effectively target their online audience. By using the analytics tools you can work out when your audience are most receptive to your posts and what type of posts are the most successful depending on your goals. Which posts are creating conversion? What time of the day is best to post for you? What posts are gaining you followers? Which posts are creating interaction? A really simple way to increase conversion is to think about your customer journey in reaching your end goal. Think of the following when trying to get a customer to book online:

• A customer comes across your social media or is already a fan but a recent post appears on their feed.
• The customer wants to book an appointment but before they do so they want to check when you’re open, by having your opening hours and address within your Facebook profile you’re giving the customer all the information they might want without them having to search for it.
• The customer is drawn to the Book Now button on social media and website, all you need to think is finding a call to action button where you can direct customers straight to the ability to book online.

The idea behind optimising conversion is to reduce the barriers a customer has in booking. If they are unsure or have questions about the service/times you are open/address etc then they may just start looking elsewhere, our attention span is really limited. Go through the different ways in which a customer might come across you and think about their journey in booking an appointment.    Valerie Delforge, CEO and Founder of Delforge + Co, is a judge, coach, mentor and global business advisor – visit www.delforge.co to learn more about the programmes and the Business Academy Image: Shutterstock