Digital Tools to Convert New Customers

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The age of digital has changed the way we do business and the way we market and grow the business. Acquiring a new customer is only a third of the battle, as you must then convert them and retain/grow their loyalty to your brand, continuously repeating the cycle to grow your business. This article is part of a trilogy in which we highlight the digital tools that help to acquire, convert and retain/grow new customers into loyal customers. In this article we will focus on the conversion stage of the cycle and the digital tools that go with it.


The first and foremost thing to remember when marketing on the internet is to ensure all your online content (website, online shop, social media sites, etc.) is accessible to even the most un-technological mind. Not everyone is a computer whizz, but due to the vast shift in where the majority of markets and industries do their bidding many people are feeling they have no other choice but to follow suit.
Therefore there are many customers out there who are new to using the internet to find what they need, business and consumer alike. Without being patronising of course, it is important to make everything as straight forward and easy to locate as possible so people aren’t intimidated or frustrated and abandon you for an easier to access competitor product or service!

Customer Decision Support

Due to the vast amount of information about products and services on the web, it is hard for any individual to seek out and process this information on their own. That is why customer decision support systems were created, to group all the information from across the web in one place. These can come in the form of completive comparison websites such as or, or they can be something less about the competition and more about the information such as the ‘Google Shopping’ tab or ‘’. These sites are unbiased ways for consumers to find exactly who offers the best deal all in one place, as the website does the leg work for them.

3rd Party Certification/Accreditation

Having an outside body backing up your product or service is a useful tool to have. The same way in which you wouldn’t hire a plumber who wasn’t Corgi registered over one that was, the certification or accreditation can wield the same power over most industries.

Promotions and Merchandising

A great way to tip the scale on an undecided customer is to offer them some more for their money. This can be done by offering branded gifts if they purchase a certain amount or within a specific time frame, or offering the services or products at a discounted rate when purchased on the day or by a particular date.

Personalisation and Targeting

Nothing makes a customer feel more wanted and valued than showing them you know what they want/need. It takes time and effort to get to know each customer but that in most cases will tip the balance and help in gaining their loyalty for future.

Email Marketing

Use of email marketing to gently ‘nudge’ or remind previous enquiries that you are still there can be very useful in turning them from enquiries into customers. Pairing this approach with personalisation and targeting is often effective.

Payment Options

Having to put your card details in every single time you go to a new website to purchase something is annoying to say the least. That is why payment options such as Paypal and Google Checkout are becoming ever more popular, as they save your payment details and enable secure payment to all websites that use them.

Onsite Search

Having an onsite search option is a must for businesses, especially if you sell a varied range of products and services. It makes for quick and easy access to the information the customer wants, and offering a way to compare certain products on your site can also help in the decision making process.

Copywriting, Content, Functionality and Presentation

If a website was brimming with useless and pointless content, making it look messy and hard to work your way around, what would you do? Go somewhere else of course. So make sure your website looks fresh and sharp as first impressions count, and that you aren’t filling your blog/news area and other pages with useless and not very well written information just to fill the space.

It is worth hiring an experienced copywriter to help you ensure you have enough of the right information on your site. It is also worth hiring a good web designer who can take on board your individual needs and the needs of your customers to produce a well set out and fully functional website that will win over customers and ensure their return.

Ratings and Reviews

When you purchase something or look at using a company you haven’t used before, do you find yourself looking at the type of reviews and ratings they have received before you make your decision? I know I do. That’s why it is important to encourage your customers to review you and have comment/ratings sections where possible on your service and product pages of your website.

LinkedIn company pages also have a great recommendation option on the services/products tab of any company page, so connect with your customers and encourage them to be honest. Even bad reviews can be good, as they can be dealt with and turned around, and if you are seen to publically do so for example on LinkedIn or other social media then it shows you provide good customer service, another plus for any new customer.

Check out the first article in this trilogy, Digital Tools to Acquire New Customers, and look out for the final article on Digital Tools to Retain/Grow Customer Loyalty.