How do you turn traffic into sales? It’s a simple question with a thousand answers, and it’s been around in some way, shape or form since the dawn of commerce. 

Today we deal with one facet of this age old dilemma, how software customization can lead to better conversion rates.

In short, this is an exercise in synchronicity. This is where form meets function, where branding, software, and product work together to turn prospective leads into paying customers. 

Ease of Use

The basics are often the main reason clickthrough doesn’t turn into sales. And ease of use is the fundament of a good customer experience. 

Pick software customization options that will streamline the process of conversion. Make sure the potential leads have the quickest possible path to purchase. A staggering amount of potential clients can be lost simply by a confusing sign up or check out. 

Make your option to purchase always available, and whenever possible a one click purchase method of payment should be implemented.  

While you want to avoid seeming to spam the customer with requests to convert, you want to make the ability to do so readily available at all possible times. 

Targeting

One of the best tools in your kit is knowledge of the lead. There are many customization options in relation to analytics that can be used to  turn that knowledge into a boost to conversion rates. 

When done well, even users that do not purchase will provide invaluable insights in regards to preferences of their given demographic. 

You will be able to identify issues in your conversion funnel, and use this information to increase your total conversion rate. 

Conversion rates increase when users feel not only are their needs being met, but more importantly, their specific  needs. Keeping a close eye on the analytics of your client base will allow you to make the best use of gathered data. Allowing you to focus attention on offers that will entice users to purchase. 

Branding

You want to make sure that the product feels like something unique. Make the lead feel as if they have found something new, make your brand the solution to their problem. 

Pick customization options that give your software a feel that is your own. While there are obvious conventions in design, you want your customers to default to your product. 

Branding in a more traditional sense, serves to reinforce the customer’s sense of loyalty and buy-in. And in regards to customization options it’s no different. 

The feel of  your software needs to be something the lead comes to expect. Putting time, effort, and resources into making sure this not only functional, but unique is a key point to keep in mind. 

Accessibility 

In a perfect world, leads would flawlessly follow the form and function of your software. But things are anything but perfect. 

There is going to come a time when the different between clickthrough and conversion  is down to the ability of the customer. In this situation you want to pick customization options that allow you to guide them through the process in whatever way they require. 

The gold standard here, whenever possible is to implement a live chat system. Of course, it’s going to take resources, but for the minimal amount of investment this is an option that will drastically increase conversion rates. 

Have the option be readily available, from every step of the conversion funnel. You never know where a potential customer may have an issue, and people tend to look elsewhere fairly quickly in a crowded digital marketscape. 

At the bare minimum, give the customer a reliable, obvious way to contact some form of customer support. A little attention to the lead will lead to increases in conversion rates. 

Focus

One thing you want to keep in mind in regards to software customization options is where you sit in your given field. 

How does your product stand out? Are you looking to target a broad audience? Or is your software fulfilling a niche role?

The answers to these questions can completely change the design and function of your software. Novices to a topic will be turned off by some features that niche or experienced users would come to expect. 

From the outset, your software needs to choose options based on these factors. A middle of the road kind of approach tends to simple alienate both sides, and inevitably leads to lost conversions. 

Testing

All of the rest of the advice here becomes fairly useless without this step. Your software is unique, and is going to face unique challenges. As such, you are going to need to try several different options in regards to the most important  functions of your software. 

Don’t just pick something and hope for the best. Try different options, and see how it impacts  your conversion rates. Becoming complacent in regards to what is working “Good Enough” , is a major factor in lost conversions. 

Planning

Even before your software goes live there are plenty of ways to understand what options may or may not work for you. 

While you don’t want to be seen as a clone of an existing brand, using available information in regards to what options do and do not work for others in your field is a cheap and easy way to narrow down your choices in regards to both form and function of your software. 

My advice here is to look at this not so much in terms of what to do, but what not to do. Get an understanding of what happens when things go wrong, and where cutting resources may be more cost than benefit. 

Success is hard to copy, failure is easy to avoid. 

To close things out, remember, your software should reflect your brand and yourself. Leads want to feel like they have found something new, something unique, something for them. Keep things simple, keep things on brand, and you will find your clickthrough turning into conversion much more often.