Tap Into Baby Boomers’ Buying Power With These 5 Easy Website Tricks

Tap Into Baby Boomers’ Buying Power With These 5 Easy Website Tricks

Millennials may be leading the way in the ecommerce industry, but other age groups are not that far behind. Over the years, I have sold thousands of life insurance policies to clients over 50, and they all found me through my website. The most important thing to keep in mind when converting people over 50 years of age is readability. Even though smaller fonts are readable on bigger screens, people still prefer larger fonts. We use an 18-point font on our website and 22-point font on pages that target older demographics. I suggest putting the phone number prominently in the header and then again in the footer of your site. We make sure that our phone number is text rather than an image so visitors can click the number on their mobile devices. Make your website as distraction-free as possible. Let the customer see you. One such tool is ScreenLeap, which allows us to share our computer screen with customers effortlessly.

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Tap Into Baby Boomers' Buying Power With These 5 Easy Website Tricks

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Businesses invest a lot in generating leads, but not enough in retaining them. Did you know that for every $92 spent getting customers, only $1 is paid in converting them?

That is unfortunate because conversion rate optimization (CRO) is perhaps more critical for your sales than traffic is. If traffic is your customers coming into the shop to browse through the options and inquiring about the prices, then conversions are where they hand over their cash and make a purchase.

Millennials may be leading the way in the ecommerce industry, but other age groups are not that far behind. Older generations shop online, too; in fact, they make up about 40 percent of all the ecommerce customers, according to Nielsen.

A growing part of my business is selling insurance online to customers over 50. Over the years, I have sold thousands of life insurance policies to clients over 50, and they all found me through my website. Their priorities, needs, sustenance and even the devices that they prefer to use are of a different category than the average millennial. So, to fully connect with this particular group of people, I need to employ different strategic initiatives.

The most important thing to keep in mind when converting people over 50 years of age is readability. Readability is the ease with which a reader can understand the material.

Here are the five ways to increase website conversions with people over 50 years of age.

Use bigger fonts.

Even though smaller fonts are readable on bigger screens, people still prefer larger fonts. The most acceptable size is about 16 point or above, which results in approximately seven words per line.

I don’t want visitors to have to zoom in to read the content on my pages. We use an 18-point font on our website and 22-point font on pages that target older demographics. We use even bigger fonts on the headers to break up the content in to easy to scan sections.

Don’t forget the text on buttons. We have run several experiments and found the more significant the button and text the higher the click-through rates.

Display phone numbers.

By the time social media came into being, 50-year-olds of today had crossed the age of 30. Their primary source of checking a business’s credibility…

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