SSL servers 'can improve the confidence of potential buyers'

Turning website traffic into sales requires high levels of conversation, a claim suggests, which could be achieved by email marketing.

Businesses may wonder why they have failed to obtain high sales levels at the start of their campaign, technology reporter at Econsultancy Patricio Robles noted.

Html email newsletters may direct individuals to a website, but companies can make a number of mistakes that makes their business unattractive to potential customers.

Using an SSL server to process payments can have a positive effect on a customer's perception of how trustworthy an organisation is, with a lack of confidence in the service they are using one of the biggest barriers against turning customer interest into sales, Mr Robles said.

Not making contact information readily available on html email newsletters and websites could also reduce clickthrough rates and sales.

"Your copy doesn't only need to be clear, you need to provide the right copy to earn a sale. Are there common questions a prospective customer might have before making a purchasing decision? Provide some FAQs," he stated.

Adapting html email newsletters to the cultural differences of each country they are sent to can prove successful, while translating the content for each audience can triple clickthrough rates, MarketingSherpa reported.

Written by Greig Daines