In this specific article I’ll make things simple and give you 5 easy tips that if you apply to your sales process, will surely assist in improving your conversion rates.
1. Cover the Basics!
Just like you shouldn’t wear your pants before your underpants, it’s better to optimize your conversion rate after you’ve got the fundamentals right.
Start by ensuring your landing page or website is functional and accessible.
At bare minimum, make sure your site:
-Has no broken links
-Has a shopping cart that takes payments hassle-free and glitch-free
-Has data-capture forms that truly work (lead generation forms, ‘contact us’ forms, ‘request for proposal’ forms, etc).
Lets maybe not forget about the backend and ‘customer fulfilment’ sides of your business; if a payment goes through but nobody in your team gets notified (due to a technical glitch or misconfiguration in your ordering system), you won’t be able to fulfil the order which could result to very unhappy customers. Not cool.
Website accessibility identifies things like:
-The readability of one’s content. Evaluate your choice of font, font size, text color, background color, contrast between elements, and so on.
-Site compatibility with popular browsers, including mobile devices like tablets and phones
-Loading times for different internet connections – will the dial up users in your audience have problems loading the site?
2. Know Who You’re Attempting to Persuade
Ultimately, conversion optimization really boils down to how well you can persuade your prospects to take the action you want them to take. But you won’t persuade these people if you know jack shit about them.
Knowing individuals you wish to serve is elementary stuff but are you really learning about them? Or are you currently just making assumptions, imagining what they must be thinking, arrogantly believing you know exactly what’s going on within their heads?
Go find out around you can about your market. Let’s say that your niche are Nazi-loving, one-armed, pregnant hermaphrodites (by the way I’m the market leader in this fast-growing niche so don’t even try to steal this from me). To efficiently convert them into buyers, you must find out:
-What keeps them up at night?
-What’s their wildest fantasy?
-What exactly are their biggest questions, their deepest fears, their worst doubts?
-What conversations are they having inside their head?
-What keywords are they typing in the search engines?
-What websites do they visit and why?
If you knew the answers to these questions, then:
You would be able to produce effective hooks to get their attention.
You’d be able to produce the type of content they’d devour and pass on to their peers.
You’d know exactly what questions they’d be asking of which stage in the buying cycle – and so you’d know how and when to answer.
You’d be able to say the precise words that would trigger the needed emotions to help them decide and take action.
You’d be able to put together an offer they simply won’t have the ability to refuse.
Conversion Optimization goes beyond the demographics and psychographics. If you’re seriously interested in increasing your conversion, you must ask questions like:
What’s stopping people from buying? What are their buying criteria and just how do they make buying decisions?
When a qualified prospect doesn’t buy, it’s rarely because of the price. Most often, a low web site conversion rate is partly due to inadequate information. So explore what questions your prospects have that your web page is perhaps not answering – then answer them persuasively!
Yet another cause of low conversion rate is that you haven’t clearly demonstrated that what they’re going to get will probably be worth at least 3x the price tag. WIN-LOSE is the new win-win. If you make your prospects feel your offer is really a WIN-LOSE situation (they ‘win’ because the value you’re giving is so great and you ‘lose’ because you must be out of your freakin’ mind to offer it at that price) then the investment becomes a no-brainer for them.
What made your existing customers buy? Why are your happy clients happy? What do they think makes you awesome?
In the event that you found out you’re a massive hit to your tribe due to your fast turnaround time or your competitive rates or your impressive portfolio or your amazing case studies (or whatever) – shout about these! From these you’ll find your core strengths, your unique value propositions, your unique positioning statements – so declare them, use them, proclaim them! Put them in places where your prospects will most likely see them helpful or influential with their decision-making process.
3. Serve Relevant Content
When a visitor lands on your site, the 1st question they’ll have is: “Is this content relevant to ME? ”
Every click a visitor makes is made since they have a specific intention, they will have a question they’re wanting to answer, or a need they would like to meet. If they click a banner ad (for example) however your landing page does not satisfy their question, they will click away. This results to a high bounce rate.
Did you know that studies show visitors decide within 5 seconds whether your page is pertinent to them or not? So you’ve a very short time to fully capture their interest!
To minimize bounce, create and maintain relevancy. Keep carefully the consistency between the traffic source and landing pages.
Like make sure the advert has similarities with the squeeze page in terms of the copy, the initial value propositions, the general appear and feel, and of course the offer should be consistent.
Looking at the your banner below, the value propositions are:
“Instantly adds 2 cup sizes”
“Free Shipping on U. S. orders over $100 then there’s a code supplied (SHIPVS10)”
“can be worn as crossback or halter”
Notice also the headline (“Hello Spring, Hello Bombshell! ”) and the Call to Action (“Shop Now”).
Top Converting Trusted online retailers March 2010Stay with me, boy. Stay with me!
Now pretend you’re a woman who would like to add 2 cup sizes to your figure. In the event that you click this banner ad, you have certain expectations in what the landing page should show you, right? But then it took you to this website landing page: I know it’s hard, but try to notice the Value Propositions of the above banner adThe banner ad took you to a page with a different tag line (“Dream Angels Forever”) – where is the “Hello Bombshell”?
Also now it talks about ‘needs a little lift’. If you’re the type of woman who felt compelled by the tagline, “instantly adds 2 cup sizes” do you consider you would get excited by “need a little lift”? I don’t think so!
Also, the “Free Shipping for orders over $100” value proposition has been changed to “Free Shipping with any full priced bra purchase”.
Confusing, isn’t it?
You see there’s an enormous disconnect there. No relevancy has been maintained. The continuity was broken.
You’d think it’s pretty good sense, but this happens a whole lot.
So if you have a high bounce rate (50% upwards), it’s likely that your campaign materials are failing to establish relevancy, or you have setup traffic sources that are attracting UNtargeted traffic.
When you design a banner ad or a PPC/PPV ad, when you write a contact subject line, make sure you pair it up with targeted content. When you create a call to action, make sure the link takes them to a page with relevant content. When you promise to provide a specific freebie, make sure the hyperlink takes the visitor to a full page showing exactly the promised freebie and how to get it. Don’t be a douche by taking them to a sales page.
If your main traffic source are affiliates, you must educate your affiliates heavily about the need for how they pre-sell your offer, what the best creatives to use for what situation and what link each creative must lead to.
4. Create a Remarkable Customer Experience
Here’s what Jeff Bezos, founder of Amazon. com, said when asked what his key business strategy was that mainly contributed to Amazon’s success:
“We just take those funds that may otherwise be used to shout about our service & put those funds alternatively into improving the service. That’s the philosophy we’ve taken from the beginning. If you create a great customer experience, clients tell each other about that. Person to person is very powerful. ”
Jeff Bezos focused on building a better customer experience. In other words, instead of spending loads on advertising (a traffic generation activity), Amazon spends time and money on Conversion Optimization tasks, or items that happen when users reach their website and on things that happen after somebody buys.
5. Sell the huge benefits, NOT the Features
Think you know this already? If your web site is boasting the method that you or your offer is the better, the brightest, the number one, probably the most insert awesome adjective here but maybe not translating those into benefits (to the customer)… then you don’t obtain it.
Remember, your prospects’ favorite radio station is WII FM – “What’s inside it for me? ”
Regardless of what they tell you, most people make emotional (as opposed to logical) decisions, and this applies to buying decisions.
When you state features, they tend to sound gobbledygook to numerous people. You must translate those statements in to concrete benefits.
Of course you will still have to make boring feature-rich statements like “This car includes a boot size of 40 cubic feet”, but in the event that you first say something exciting like “This car’s boot can easily fit in 4 dead adult bodies plus it’s got a built-in crematorium – making it super easy and convenient to get rid of incriminating evidence! Be untouchable – never get caught red-handed ever again! ” then you’ll be a huge hit amongst serial killers.
My point is that you need to use power-packed benefit-statements that effectively trigger the emotions that would most likely persuade prospects to buy.