Getting traffic to your website is great, but if those visitors don’t convert into paying customers, lots of traffic doesn’t mean a thing. Improving on-site conversions and increasing sales has been and always will be a top priority for smart businesses, and having more sales is the key to long-term success. Obviously.
Finding effective ways to make the most of the factors that impact your conversion rate can be tricky.
- Many factors influence conversions and purchase decisions. One little hiccup can quickly end the buyer’s journey.
- Determining which factors are hurting or helping is tough, and this makes conversion rate optimization (CRO) difficult for many businesses. (The DigitalMX digital audit can point out problem areas and places for improvement.)
Every business is different, just as every consumer’s buying decision is different. We can’t offer a one-size-fits-all solution, but we do have some suggestions for things you can try to improve your conversion rate.
1. Build Trust
- Add a guarantee. By adding a guarantee to your offer, you reduce the prospect’s risk of buying your product or service. You’ll probably find that increased sales will more than make up for any returns.
- Include testimonials. Testimonials provide social proof. Use them on the product pages of your website, as well as on email or other offer opt-in landing pages.
- Use video to humanize your business. Ease the purchase anxiety of nervous prospects by including a short introductory-type video that shows there’s a real person behind the business.
- Post a headshot. If you don’t have a video, you can include a personal photo near the calls-to-action or elsewhere on your website. Again, show the real person behind the business to reduce the sense of risk a prospect may feel.
- Show subscriber or social media follower counts. Including these numbers provides social proof that helps to reduce risk and increase conversions. Prospects can see that your business is trustworthy because other people have bought your products or signed up as followers of your social media feed.
- Tell prospects exactly what they’re going to get. Provide all the information they need to know about your product: What are the features? What does it look like? What are the possible uses? Who will benefit most from it? How will it be delivered?
- State the benefits of your products and/or services. Listing features is important, but it’s even more important to tell prospects how your products and services will help them solve their problem.
- Include a clear value proposition. Tell prospects what’s special about your business, products and services. How is it different and better than every other, similar one on the market?
- Make sure to include contact info. Give your customers confidence in buying from you by including complete contact info in an easy to see location.
- Always include customer reviews. Customer reviews are extremely influential in helping people trust you enough to buy from you. A survey by Brightlocal.com has statistics to back up this claim. Part of their survey results shows that 86% of consumers read reviews, and this number is even higher for young people. Plus, consumers read an average of 10 reviews before feeling able to trust a business.
2. Write Content for Prospects
- Pay attention to your headline. The headline is an important element of your landing page. Make it relevant to the action you want a visitor to take, and make it relevant to your offer.
- Avoid exaggeration. Most consumers are too knowledgeable and too skeptical to believe hype-based copy. Focus on writing clear, compelling copy that helps your visitors make an educated purchase decision.
- Get your prospects excited. Use intriguing storytelling and convincing language to get your visitors excited to try your product.
- Try out different content lengths. Depending on your business, product and audience, short copy may work better than long copy. Or vice versa. Test various lengths to see what works best with your audience.
- Match your copy to your audience. Using difficult or obscure language or industry jargon can turn off some visitors. Grammarly offers a tool that checks your writing and offers guidelines to make your content more readable. Hint: it involves using shorter words and shorter sentences. Of course, if you’re writing for Mensa members, this tool is not for you.
- Turn “we”, “I” or “me” into “you” in your content. The first sentence you write will determine if your prospect stays on your content and continues reading or clicks off. Talk about them first. Ask yourself: “Does this first sentence give the reader a personal reason to read on?" Make your content all about the prospect.
3. The All-Important Call-to-Action
- Write using strong action verbs. You want words that will persuade prospects to act in your call-to-action. “Grab yours” is much stronger than “click here”, which is weak.
- Test variations of your call-to-action button. A "buy now" or "order now" button may perform differently depending on where it’s placed, what color it is and how big it is. Testing out several variations will allow you to see which ones perform best.
- Use buttons rather than links in your call-to-action. Buttons are more obvious and more clickable.
- Keep the Call-To-Action above the fold. Your call-to-action, opt-in boxes and other conversion elements should be the first thing a prospect sees on your website or landing page.
3. Simple is Best
- K.I.S.S. Remove anything from your landing page(s) that could distract visitors, such as a navigation bar, additional calls-to-action or links to other products you offer. Your landing page should have one clear goal and be 100 percent about getting your visitors to take one, specific action. A simple design can keep your visitors focused on the content that matters.
- Keep input fields to a minimum. If you must ask for more information than just email addresses, keep the number as low as as possible to increase the likelihood that visitors will complete the form. You can always ask for additional information later.
- Avoid purchasing paralysis. People can actually become paralyzed when they are faced with too many choices. And rather than make a decision, they will avoid the situation altogether. As a business owner, be clear about who your product is for, or suggest which product is best for the majority of people (“Most popular choice”).
4. Other Things to Try
- Test different colors on your web and landing pages. Different colors can mean different things to different people. For example, light blue can be calming, while red can suggest feelings of stress or even anger. These artists break it down for you. Test a variety of colors to see which ones result in higher conversion rates.
- Stay away from stock images. Using generic stock photos can send the wrong message about your business. Use high quality, professional photos where possible.
- Make sure the photos you use are of happy people. It’s commonly believed that photos of smiling people who are obviously happy result in the highest conversion rates.
- Try a chat tool. Offer live chat to help answer questions and ease any concerns potential customers may have.
- Use directional cues. Use arrows or other visual cues to direct your visitors’ attention to the conversion elements on your page. No flashing red arrows, however.
The best advice we can give you for improving your conversion rate and our most important take-away is to look at your content, your website, your landing pages, your emails, your promotions – everything – from your prospects’ point of view. If you were one of them:
- Would you click?
- Would you fill out the form?
- Would you respond to the email?
- Would you get out your credit card?
Looking at things from their point of view and making little tweaks is the best way to optimize your conversion rate and increase your bottom line.
The marketing experts at DigitalMX Online have the experience and expertise to get your on the right tract for increasing your conversion rate. Call or email us today and we’ll get started working together with our free mini-audit.