Learn how to turn website visitors into in-store purchasers

Ken Widger has a tough act to follow: his own. 

Widger, senior program marketing manager for MicroD, drew a standing-room-only audience of more than 80 people to his seminar in the Home Furnishings Association’s Retailer Resource Center at the Las Vegas Market. For those who couldn’t fit into the room, he’ll deliver the same message in High Point April 6. 

The topic is an urgent one: “Make your online store just as inviting as your showroom.” The strong interest shown in Las Vegas indicates that many retailers haven’t met that challenge. Widger has plenty of tips, all with the goal of improving “conversions,” or turning website browsers into in-store buyers. 

A conversion can be achieved as simply as providing directions to the store. It can require live chats or other means of engaging online visitors. It likely involves applying Google Analytics to learn what kind of shoppers are looking at the website. If they tend to be younger, then don’t feature products geared for older consumers. It might depend on communicating seamlessly on multiple platforms. 

MicroD has a history of providing the right solutions for furniture retailers, but Widger says his seminarsare “not an infomercial for MicroD. My approach is these are more educational than salesy. I’m very hesitant to talk about our products and how they can help them. I want to leave them with some action items they can do to better themselves.” 

At the same time, some retailers need professional help – which probably is why so many attended in Las Vegas. Their second chance is coming up soon. 

The Home Furnishings Association (HFA) Retailer Resource Center is on the first floor of Plaza Suites, 222 S. Main Street in High Point. For more information on High Point Market, view our page here.

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