What do you do if you want to improve your sales? You can run an advertisement, sponsor an event, or have a pay-per-click campaign–all of which would entail digging into your company’s coffers.
Want a cheaper option? Improve your website’s conversion rates. Here are several ways how.
According to motivational guru Zig Ziglar, there are four reasons why people don’t buy from you: no need, no money, no hurry, and no trust. You can’t change the first three reasons, but you can develop trust by:
Creating a professional-looking website
People judge websites by appearance. If yours is fast, visually appealing, easy to read, and organised, then your audience would be more open to trusting you.
Adding user testimonials or reviews
It’s easier to trust something if other people give positive testimonials/reviews about it. For great results, choose comments that share difficult conditions.
Placing trust seals
Trust seals are seals or stamps used by online stores to show some form of certification or guarantee. Using trust seals (e.g. VeriSign, Norton) will give your conversion rates a boost.
Providing contact options
By giving your audience ways to contact you (e.g. your phone number, physical address, or live chat), you show your commitment to answering questions and that your company exists in real life.
Don’t just say “100 per cent satisfaction guaranteed”. Provide a formal assurance that for a certain number of days (e.g. 30, 60, 365), your product/service will be replaced/repaired or that you’ll return the customer’s money if it doesn’t meet expectations. This gives potential customers something to fall back on and shows your confidence in your product/service.
To give your conversion rate a significant increase, define your unique value proposition and trumpet it in your website’s corresponding landing pages. Your unique value proposition is what makes your product or service different from your competitors. It’s arguably the most important element that can affect your conversion rate.
Sure, you can make a compelling call to action or eye-catching website, but without pinpointing what makes you unique, then visitors won’t really have a reason to buy what you’re selling.
You can’t just sell anything to anyone outright. It usually takes a process–in the form of a sales “funnel”–to condition potential customers to agree to eventually buy from you. The general steps normally involved in sales funnels are as follows:
If you skip a step in the sales funnel and make an offer before a prospect is ready to buy, you could lose the sale. But by establishing a sales funnel and putting your potential customers through it, you can increase your website’s conversion rate.
There will always be complaints over your products/services, especially over the internet. Unfortunately, you won’t be able to address them personally at all times. To make up for this, enumerate all possible concerns that customers may encounter, and then answer them all in the copy, which can serve as one of your landing pages.
To encourage more visitors to give you their money, see to it that you make it easy for them to do so. At the very least, you should minimise the number of clicks needed, provide clear instructions every step of the way, and require the least amount of fields to fill up.
If you want to find out what parts of your website work (and get rid of those that don’t), then perform split tests. Split testing is the analysis of two or more versions of a webpage to see which generates more conversions. It may cost money, but it depends on what tools you use.
If you have the funds, try software like Visual Website Optimizer or Optimizely. Otherwise, you can always use Google Analytics for free.
Tags: conversion rates, split testing, unique value proposition