5 Proven Tactics To Increase Website Conversion
These days,
everybody and their uncle has a website (which is an awesome idea, since it took
like forever for some businesses to come around on the whole digital thing).But
the problems with websites are far from over; just because everybody has one,
doesn’t mean they have a good one. Like the poor Ebola pandemic, bad websites
have taken the Internet by storm.
What do I
mean by ‘bad websites’? Put simply, bad websites are those that don’t convince
visitors to take an intended action, whether it’s to read an article, buy a
product or request a service.
“Bad website
is like a baby diaper. Nothing is worse for your business than having a website
that smells up your visitors’ experience”
Since
website conversion is focused on improving what you currently have rather than
chasing something you don’t have (like more traffic), it’s often an underrated
tactic. Consider that, in most cases, increasing your website’s conversion rate
by a nearly 1% will improve your bottom line more than doubling your website’s
traffic numbers would. And yes, the one that sounds easier is easier.
Poorly
constructed and managed websites are also a problem because they can derail
your whole digital marketing strategy. All of your digital marketing efforts
are geared toward getting customers to do something and the majority of the
time, that something takes place on your website.
Your website
needs to be a well-oiled machine that can handle and support the full weight of
your overall marketing strategy by effectively becoming the central hub of your
digital presence.
So, what can
you do about it? The fact is that a given website’s conversion problems can
stem from many different areas: it could be a development issue, a design flaw,
poor writing or some combination of all three.
To cover all
the basis, we’re going to outline the full process of brainstorming and
optimizing a conversion oriented website from scratch. Some of the tips will be
process related (intended for businesses that don’t have a website or just want
to start over) and others will be actionable tips (for businesses who are
looking to improve their existing website).
Here are
proven tactics you can use to increase your website’s conversion rate.
Conversion
process Refresher:
There are
various forms of the popular conversion process, and while each differs
slightly, the purpose of the illustration remains the same: to guide customers
from awareness to action.
In this
example, the conversion funnel has four steps: awareness, interest, desire, and
action. Understanding how to manage each of these phases will allow you to
better position yourself for sales.
Awareness.
The first phase is obviously awareness. As soon as a person becomes aware of
your brand, they transition from a consumer to a potential customer. Your goal
then immediately becomes to move them from awareness to interest.
Interest.
It’s during this phase that you have the potential customer interested and need
to turn that intrigue into desire. This is arguably the hardest step, as you
have to convince the individual that they actually want your product or
service.
Desire. Once
the potential customer desires your product, you need to give them reason to
purchase the product. This usually depends on elements like price, brand value,
and various logistics.
Action. Once
the potential customer takes action, they become a customer. This group will
represent a minute fraction of the total number of consumers that were in the
original awareness phase of the funnel.
1. Set Up A
Sales Funnel
Sometimes
what kills your conversions is that you are still stuck in the old and
traditional means of marketing. The law of reciprocity has redefined the
landscape of marketing from the old mantra of buy, buy, buy to educate,
educate, educate.
Asking for
sale (signup, whatever) at the early stage of the buyer journey can be
detrimental to the entire process. People might be “just browsing”, not be
psychologically ready or not in a hurry to buy right now.
The more
expensive and/or complicated the product, the more time people need before
they’re ready to commit.
Sometimes
offering a demo or a free trial instead of asking for a signup or purchase can
bring significant improvement in conversions. But in many cases, you need to
just slow down and build a sales funnel to build trust, develop relationship
and prove your expertise.
There are
arguments among professionals in the industry that it takes least 7 contacts
with a prospective buyer before they’re ready to buy from you. I haven’t seen
any recent research to back this argument up, but I know for a fact that the
longer and deeper your relationship with the prospect, the more likely they are
to buy from you.
So, slow
down. Offer value and results in advance, way before asking for the sale. Just
capture their email address, so you could continue talking to them.
2. Communicate
Value
Communicating
value is the number one thing that determines whether people will bother
reading more about your product or hit the back button. It’s also the main
thing you need to test – if you get it right, it will be a huge boost.
If I could
give you only one piece of advice on communicating value, it would be to test
your value proposition the less known your company is, the better value
proposition you need. When I go through a lot of my client website, the
conclusion was that missing or poor value proposition is one of the most common
shortcomings.
A common
mistake entrepreneurs make is that they do not provide enough information and
value about the products and services they sell. Let’s take a laptop computer,
for instance. If I’d describe it like this (all true facts):
Processor: Intel
Pentium Dual Core 3805U (1.9GHz, 2MB Cache)
Screen:6″
(1366 x 768 HD Resolutions)
Operating
System: Microsoft Windows 7 Professional 64-bit Edition (Includes Windows 8
Professional 64-bit)
RAM:4GB
(DDR3 1600MHZ)
Hard
Drive:500GB
Optical
Drive: DVD Rewriter (Records DVDs 8x & CDs 24x & Dual Layer Super
Multi)
Graphics: Integrated
(Intel HD Graphics)
Wireless
LAN: Wireless (802.11b/g/n Wireless)
Price: ₦70,000.
Would you
pay ₦70,000 based on what I just listed here?
No, that
would be ridiculous. Yet so many sites do exactly that (luckily the maker of
this laptop provides more information than that). They just list a bunch of
bullet points with features along with the price.
The best way
to sell products and services is to add as much information about them as is
possible. Pages and pages and pages, videos and images. It’s true that 79% of
people won’t read it all, but 16% read everything! That 16% is your main target
group.
If one reads
all of the product info and is not convinced yet, you have a problem. But if
one is convinced after reading just 1/4, they can skip the rest and just
complete the purchase right away. Up to 50% of potential sales are lost due to
inadequate information, says International Data Corporation, a global research
company.
You need to
provide enough information so that the prospect could convince themselves
Add
pictures, videos, reviews to all of your products. Intelligent, neutral and
benefit-oriented sales copy works the best. Take a look \at Amazon – they
manage to create a lot of content for most products they sell, and they sell
millions of products.
Furthermore,
don’t forget to list the price after you communicate the value. Otherwise
people might make a snap judgement based on the price without reading the value
it offers.
3. Create
Urgency
Sometimes,
the best marketing tactics are those rooted deep within human psychology. In
fact, the greatest marketers are those who have the most in-depth knowledge of
how the brain works. One of the key features of the human brain involves
urgency.
It’s marketing
101. Offer limited time promotions to create a sense of urgency. This age old
marketing tactic exists for a reason – because it works. Yet you’d be surprised
at how many sites out there don’t give their visitors a sense of urgency! Use
the following tactics to make sure that buying right now is a motivating
factor:
Give a clear
deadline
Use urgent
copy, such as “Limited Time Offer”, “Offer ends soon”, etc.
Use strike
through pricing
Give users a
clear next step, and funnel them towards making a purchase
Sweeten the
deal – give customers added incentives to purchase your already attractive
offer, like free shipping
4.Add A Call
To Action
call-to-action-above-the-fold
On every
page of your site, you should be guiding visitors towards a desired action.
Think of each page as an opportunity to funnel buyers towards a purchase, lead
generation form, event promotion, social share, etc. in order to make more
money and/or promote your brand.
Persuading
site visitors to do what you want is no easy task, but taking time to master
the art of the call to action can dramatically improve your bottom line.
Here’s a few
great examples of creative calls to action. A few best practices include:
Less is more
when it comes to choices. If you give multiple choices, give weight to one
choice over another, so customers don’t have to think too hard.
Give careful
consideration to your call to action button colours. Different colours inspire
different emotions, and some colours attract more attention than others.
Large, visible
text captures attention, but make it too big and you’ll off put potential
customers.
If you offer
one main product, give customers a clear way to purchase it right away from the
home page.
Keep call to
action button text short.
Movement
attracts attention. Adding movement to your site in specific areas can draw
visitors towards a call to action.
Make it
stand out. Your call to action button should have sufficient space around it so
that it clearly stands out.
Make your
call to action contextually relevant to the content on that page. If you were
shopping on BestBuy.com for a new TV and were scrolling through a TV category
page, it would be weird if in the sidebar you were prompted to sign up for
their camera lens newsletter.
5.Offer
Proves
Whatever you
claim, you need to back it up with proof. People are skeptical and they want to
see the evidence, they don’t want to be the only one buying from you.
one agency
that does this very well is vibeweb solution. Their website is a littered with
proves of what they have achieved and testimonials from client.
So what kind
of proof can you provide?
Customer
testimonials. People who used your products verify your claims. It’s a good
idea to use testimonials from customers that were in a worse situation that the
average customer. If even people in terrible circumstances could get the
results, so can they.
Case
studies. We’ve all seen before and after type of case studies. Very effective.
The results
of scientific tests and studies. I know a log home manufacturing company that
wrestled with the claims that log homes lose a lot of heat in the winter and
they’re expensive to keep up. They commissioned an independent study from a
well-known university. The study found that the log homes are as energy
efficient as any other kind of buildings. Now the manufacturer can refer to
this study to back up their claims.
Third-party
reviews. Did a trade magazine or a blog write a glowing review? Show it off and
link to it.
Social
proof. If you have thousands of customers, make it a well-known fact. Nobody
wants to be the only idiot using your service. If you have thousands of people
/ companies use your service, can’t be all that bad!
Show it!
Nothing like a good demo to prove what your product does. Use videos that
showcase your product in action.
There are
many more conversion rate optimization tactics that can be used by business
owners to increase website conversion. If you know any other tactics that can
be used to increase conversion, please feel free to leave a comment below.
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