10 Straightforward Ways to Structure Your Website for Short and Long Buying Cycles

Buying cycles refer to how long it takes for a potential customer to make a sale. This is from the moment they become aware of the need for your product to moving forward with the sale.

Higher priced products generally have longer buying cycles. Lower priced products have shorter buying cycles. Make your website and marketing work for you to reflect the buying cycles of your products and services.

1. How customer needs affect buying cycle times

The first step in structuring your website for the buying cycle is to evaluate your customers’ needs. This can make the customer feel comfortable enough to make the purchase. You may need to add more information to convince your potential customer that the solution is right for them.

2. Be open and honest

Be clear and concise about what you do, who you do it for, and why you do it. Customers will need to know they’re in the right place. Be straightforward and direct to help them know exactly what they’re getting into.

Be clear and concise about what you do, who you do it for, and why you do it. Click To Tweet

3. Don’t include too much distracting information

Options and paragraphs that do not directly support the specific action you want your customer to take are distracting. They may not know what you want them to do or be able to find the button or link they’re looking for.

4. Short cycles

With short cycles, it is okay to ask for the sale within a short amount of time after the buyer gets to your site or other marketing advertisement. You can say, “Buy Now” above the fold and near the top of the page.

5. Long cycles

On the other hand, if the product is expensive, you will have to add various types of informational backup. This will help the prospective customer evaluate and assess whether they want to buy from you.

6. What to include in long cycles

To help the customer find out if your product meets their needs, you will need to include content created specifically for things like:

  • details about how the product solves their problem
  • social proof like testimonials, case studies, or examples
  • more details about the product like shipping costs, delivery times
  • warranties, customer support, and next steps

7. Lead nurturing

Sometimes longer buying cycles require multiple visits to your website before the customer is ready to buy. In the meantime, try getting their email address to add them to a lead nurturing campaign. You can tell them more information about your products and services while staying at the top of their mind.

8. Use fantastic customer support

After the sale, you will want to retain your customer. They may make another great customer in the future! Use great customer support and quality service to create an excellent customer experience. They may create testimonials and other social proof for you.

9. Call to action locations

For short buying cycles, a call to action can go near the top of the page. For longer buying cycles, the CTA should not go above the fold. The supporting content should be placed above the fold. This is so that the potential customer can feel more at ease with what they are buying before being confronted with a sales decision. These CTAs should often be added near the bottom of the page.

10. Create content for stages of awareness

Create different content for the various stages of the buying cycle your customers are in when they find out about you. They may be in the “gaining awareness” stage, or they may be ready to buy. Your content can provide a clear message about what you want them to do by smoothing out the sales funnel.

Test out your website with this information. Does your website content work with your buying cycles?

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