13 Ways To Increase Your Conversion Ratios
Producing good conversion rates is very important for website managers. A good conversion rate is indicative of high sales volumes that may be incurred by a certain website. Thus, it is important the website owners learn some ways that they can use in increasing their conversion rates.
CONDUCT AN A/B TEST
Doing tests, such as the A/B test, is very important in optimizing conversion rates. Through A/B or split testing, people can convert website visitors into customers. One good example of the application of A/B testing in determining the possible headline for a page when there are two alternate options. With A/B testing, the website owner can identify which of the headlines is more effective. In this example, the software that is used during the test will be used to test two pages containing the different headlines. Each would be receiving the same percentage of the incoming traffic. Since visiting the pages would require taking an action, the number of people who would have done something while visiting each page can be monitored.
Under optimum conditions, there should be multiple A/B test that should be run for a website. Surely, not all identified techniques or strategies work effectively at all times, that is why there is the need for website owners to constantly do tests in order to identify those that can help in increasing or maintaining the conversion rates of their websites.
IDENTIFYING THE VARIABLES TO BE TESTED
A good marketer should know the kind of factors that he should focus on and those that he should pay too much attention to. When choosing a certain factor or variable to be tested, the website owner should keep in mind of the impacts of the factors that he is considering.
In addition, when determining the kind of test that should employed, the website manager should focus on the profit that may result from each test. The tests are also ranked accordingly based on the standards set by the website owner. And as in any type of experiment, only one hypothesis should be observed during a test.
SOME IMPORTANT FACTORS THAT CAN BE TESTED IN RELATION TO CONVERSION RATES
The headline of a website should be strong, convincing, and emanates a hint of truth. Moreover, the headline should able to promote the main offer of the website. According to the ad guru David Ogilvy, there are as five times as many people who read the headlines as those who read the body of a page. In short, a website won’t be able to make a sale without any effective eye-catching headline.
PAGE LAYOUT AND NAVIGATION
It is pertinent that a customer has a clear idea of what he can get once he visits a website.
ORDER BUTTONS AND PHRASING OF CALL TO ACTION
For example, for websites that offer software products, the common primary call-to-action involves the “demo/trial” buttons and not the “checkout/purchase” buttons. In addition, enlarging the action buttons can be quite helpful.
USING VARIOUS MEDIA FORMATS
For example, a website may include a video showing the key points or important factors that make their offers stand out.
CHANGE ASSOCIATED WITH DIFFERENT METHODS
People should be open to the idea that they can different approaches in testing or optimizing their pages.
Nowadays, there are a lot of available software products that people can use for testing purposes. However, when buying any type of software, website managers should check first whether a program can really help them in optimizing the conversion rates of their pages. Likewise, they should realize that the quality of a software does not really lie on its price.
GOOGLE CONTENT EXPERIMENTS
This feature can be accessed freely in Google Analytics. However, this tool cannot be used in real-time and users are required to provide 2 URLs each time that they will conduct a test.
OPTIMIZELY AND VISUAL WEBSITE OPTIMIZER
A lot of people recommend using Optimizely for A/B testing, whereas others claim that Visual Website Optimizer is easier to use. Moreover, small business owners may find the prices of these software quite reasonable.
So basically, website owners should never forget or forego doing tests because in case of websites, the process is quite easy, they will really learn a lot things with the results. Moreover, tests, such as A/B testing, does not take that long and people can obtain their data in no time.
OFFER SOMETHING VALUABLE AND IRRESISTIBLE
The offer of a website is factor that can greatly affect the conversion rate. In fact, one could say that it is the most important variable that determines the potential of an efficient conversion.
Value proposition can be considered as the primary reason why a certain customer would purchase from a specific website. In short, people should know not only the things that can buy from a website but also the reason why they should buy a product.
When trying to increase their conversion rates, one common practice that most managers do is to make changes on their website’s page elements, including the font color and sizes, shapes of the buttons, images, incentives, etc. However, what is more important is creating a very valuable proposition to the customers.
Website owners should not settle for shallow words, such as “Welcome!” or merely state their company or their offers. These things are not enough. A valuable proposition is entirely different from just presenting a product.
CHARACTERISTICS OF A GOOD VALUE PROPOSITION
It differs from what other competitors have to offer.
In case of similar offers or value propositions, there should be at least one element or factor that is unique to an offer of a website compared with its competitions.
Before a website manager can create a value proposition, he must first assess his company or products and make reflections regarding the qualities that separate his company and product from those of other people. In addition, a value proposition should be relayed effectively to the customers. Thus, it is important that the value proposition is presented in a single but highly credible sentence that can pique the interest of the people.
Creating an effective value proposition requires checking whether it reflects the needs of the ideal prospect. Thus, a value proposition should be optimized as well. The optimization process for value propositions includes identifying, expressing, and testing/measuring. Moreover, people can also use A/B testing to optimize their value proposition.
COME UP WITH A SALES FUNNEL
Website managers should not expect immediate results in their conversion rates. In reality, people do not buy just right away as soon as they visit a page. Most customers would take some time to contemplate whether they should take up an offer or not. In addition, with the more expensive products customers can be expected to weigh in the pros and cons of their decisions before they accept an offer.
As previously mentioned, software companies usually offer a demo/trial of their products first before asking their website visitors to subscribe or make a purchase. However, there are time when websites should take a step back and settle on building a sales funnel first to gain the trust of their customers, build a strong relationship with them, and to prove that the products that they offer are of quality.
For example, a website is offering an online DIY course. The things that the owner should do are the following:
Identify what the visitors want
Identify their own want, that is, to convert the customers
Create a plan on how the customer can be converted
In achieving the desired goals, the process may include the following:
Offer something that is valuable but is also free
Act as someone that the customers can trust to give them advice
State specific reasons and entice the visitors to sign up to an email list
Send teaser videos of the product offer via email
Provide customers with a sales copy
Under normal conditions, several attempts are made before a prospective buyer is convinced to avail of a product or service. In relation to this, the kind of relationship built in between the communication of the website owners and the visitors eventually help in obtaining optimum conversion rates.
Website owners should also take things slowly. In addition, they should offer value propositions and their possible outcomes right away. The should also not forget to create an email list so that they can constantly connect with their customers.
AVOID USING JARGONS
Instead of focusing on creating something that sounds so complex, website owners should just settle on a statement/phrase that their customers will easily understand. This way, they can avoid confusing people, which can only negatively affect their conversion rates. Thus, when writing a certain content for a website, it should be written for the people who will visit the page and the companies.
Clarity is one of the most common obstacles that online marketers face. For anything that may sound confusing or incomprehensible to a normal person, such should be modified or re-phrase into a simpler sentence or paragraph. Any description should sound like someone is just talking to a good friend. Any unfamiliar word should be replaced with something that would be normally used in conversations by people.
ADDRESS THE ISSUES RAISED BY THE VISITORS
Not all will bite an offer. In some cases, they will have certain reservations or objections that prevent them from taking up an value proposition.
With in-person sales, determining such problems should not be a problem. However, when it comes to online marketing the task may be bit more difficult. The only possibly thing that online marketers do it anticipate the problems right away and create solutions for them before they even occur.
Website owners can start by creating a list of the problems or objections that their potential customers may have with their offers. Then, they should the collected information in their sales copy in order to resolved those issues. For example, when people ask about how a product can solve the problem, the marketer should already include the problems that can be solved when buying the product that is offered in a website. In cases of doubts in credibility, the owner should provide the necessary credentials and proof of his expertise. When they think that people will not believe that product may work on them, marketers should include testimonials from other customers who have already used and are satisfied with their products. In terms of expenses, marketers should explain how their products are worth the money of the customers compared with other offers.
BUILD PEOPLE’S TRUST ON THE WEBSITE
If a person is offered something of value at a lower price, most likely, that person will hesitate to buy the product, especially when they do not really trust the seller.
According to the sales guru, Zig Ziglar, people won’t buy from a seller because of four primary reasons:
They do not need the product
They have no money
They are not in a hurry to buy anything
They do not trust the seller
The first three reasons are hard to address, but there is so much that website owners can do to build the trust of other people on their sites. Basically, they should add trust elements that can make people place their confidence on their websites. In fact, the following elements should be included in a trustworthy website:
People can make their websites more credible by adding support in the form of citations, testimonials, articles from credible publications, and other reliable resource materials. And if possible, they should provide scientific evidence for the information that they are sharing with their visitors. Though most people won’t follow the additional links that may be included in a page, they will become more trusting to the website.
AN ACTUAL ORGANIZATION MANNING THE WEBSITE
People are more apt to believe in a website when they provide some important information, such as a physical address, an image of the actual office of a company, or a listing of membership with the chamber of commerce, which can only prove that there is an actual organization working regarding the operation of a website.
HIGHLIGHTS OF EXPERTISE AND SERVICES OFFERED
The website should clarify whether they have experts on their team or if they have providers with reliable credentials. Any affiliation with other organizations should also be indicated.
PROOF THAT TRUSTWORTHY PEOPLE ARE WORKING FOR THE COMPANY
People can trust a website more if they see some sort of evidence which proves that trustworthy people are working for the company. A short article or a photo of the employees and their biographies may serve this purpose.
People tend to trust those whom they can contact easily. Thus, for a website, owners should also provide information, such as their phone numbers, physical address, or email address, that will allow their customers to contact them right away.
PROFESSIONAL-LOOKING OR APPROPRIATE WEB DESIGN
One of the things that people assess immediately when visiting a website is its design. Thus, in creating a website, special attention should be attributed to the layout, typography, consistency, images, and other elements that can add to the overall appearance of the page. In relation to this, website owners should not hesitate to hire a professional designer who can meet their demands.
EASY NAVIGATION AND USE
Usability and usefulness are two important factors that can convert visitors. Thus, for web designers, they should not forget that people do not want to visit a website that just looks good, they also want something that is easy to navigate and use.
Visitors prefer visiting websites with updated contents. That is why a blog or a news page should be updated regularly.
MODERATE PROMOTIONAL CONTENT
People hate popups and blinking banners, which have been linked with spams and scams over the years. Thus, if they can afford it, website owners should avoid including ads in their pages. However, if ads are really necessary, the sponsored content should be clearly discriminated from the website’s own content. In addition, the content should be written in clear, direct, and sincere manner.
FREE OF ERROR
Errors in the spelling of words or broken links are a big turn-off for people. In addition to being error free, a website should be fast and always running.
MAKE IT EASY FOR PEOPLE TO BUY ITEMS
A business owner’s goal should be to deal with people without any hassle as much as possible. Thus, for the visitors, a website should be very easy to navigate and people should reach the shopping cart with ease. Moreover, people should not be bother by clicking on a lot of things before they arrive to their desired page.
To make it easier for people to explore a website, the owners should do the following:
PROVIDE INSTRUCTIONS FOR THE VISITORS
The visitors should be guided toward the desired action that owners are aiming for them to take. Thus, it is very important to make people think that the succeeding steps that they are taking are very crucial compared with the previous ones.
GIVE AS FEW CHOICES AS POSSIBLE
According to the Paradox of Choice, people are more apt to choose nothing when presented with a greater number of choices. Thus, for a website that is offering numerous products, they should add reliable filters that will let people choose the right item for them.
AVOID MAKING PEOPLE FILL IN A LOT OF FIELDS
People do not like filling up forms with a lot fields. What website owners can do is to just ask them to sign using their Google or Facebook accounts. More importantly, they should just ask for the information that are required to fulfill an order and not anything that may be just unnecessary.
DO FORCE THE VISITORS TO SIGN UP FIRST BEFORE ALLOWING THEM TO MAKE AN ORDER
Though it is important that visitors sign up to the email list of a website, opting not to sign up should not prevent people from buying. They should be allowed to make a purchase as a guest, because it is not impossible that they will eventually sign up when they are satisfied with what they have bought.
FREE SHIPPING OFFER
Free shipping is the greatest factor that attract consumers in the UK and the US. Thus, other online marketers should hesitate to use this strategy to gain more customers.
LET PEOPLE KNOW ABOUT THE TRUE VALUE OF A PRODUCT/SERVICE
A lot of entrepreneurs fail to show potential customers the value of their product. In fact, they just settle in adding information, such as the dimensions, weight, color, and price, which really do appeal to people.
The right action that entrepreneurs should take is adding all the information that they can about a product, and if possible, including images and videos that will justify the value of a product. Though customers may read everything that they see in a page, a certain percentage of them takes their time to read and look at everything a site has to offer. Moreover, the price of an item should be mentioned after relaying the information to avoid people making decisions right away based on the price of an item.
A lot of people do not believe in a thing unless they see some sort of evidence. In this case, website owners are suggested to provide the following:
TESTIMONIALS FROM OTHER CUSTOMERS
Satisfied customers usually provide positive feedbacks. Website owners can use such testimonials to entice other people into availing their products.
PRESENT CASE STUDIES
The before and after type of case studies is very effective in convincing people about a product’s quality.
PRESENT SCIENTIFIC EVIDENCE OBTAINED FROM EXPERIMENTS AND STUDIES
Scientific and independent studies can be used as backup evidence regarding the claims that website owners have for their products.
THIRD PARTY REVIEWS
It is also worth mentioning if a product has been featured in a magazine or blog. Supplementary links to such online publications should also be provided.
Sharing the opinions of satisfied customers on social media or in other social circles is great way of expanding the market network of a website.
PRESENT A DEMONSTRATION
People are more inclined to believe in a product when they see it in actual use. Thus, demo videos may prove useful in cases like this.
10. ELIMINATE ALL THE DISTRACTIONS
It is very important that people only allocate their attention to where it is greatly need. Thus, website managers should think of the things that could possibly distract the visitors into leaving a page. In such cases, if the visitors are plagued by a lot of visuals and too many choices or actions to take, then they are more apt to leave a page. Such kind of distractions should be avoided and eliminated as well as additional links, product options, or supplementary information that are not really needed in the website.
Some of the ways by which website owners can remove or minimize anything that can distract the visitors or do not really play a part in influencing them to take a positive action are the following:
Removing or minimizing the menu
Removing the sidebars and headers
Removing unrelated images
11. MAKE THE FIRST MOVE AGAINST THE COMPETITORS
Competition among similar products and services offered by different companies is inevitable. However, people are now more careful when buying things, and they tend to do some research first before they decide to purchase an item. Thus, offers coming from different companies or providers will be compared.
In most cases, people would just like at the prices when comparing products. However, for providers and sellers, they should also compare their products with those of their competition but from a different perspective.
When a product is more expensive, the seller should use this as advantage and explain to the customer the qualities of the product that caused it to be priced at a high value. In addition, the advantages of the product over the other similar items should be pointed out and greatly emphasized.
A specific product can be compared based on its specs (in cases of electronics) or in cases of added complexity, through extensive description.
12. ELIMINATE THE RISKS
One of the reasons that cause buyers to hesitate to buy a product is the risks. Thus, sellers should offer their customer with guarantees to banish the doubts of the customer in buying their products.
For example, when Hyundai suffered from bad publicity, the company started offering a 10-year warranty for their cars, and that became one of the wisest decisions that they made.
On the other hand, to erase the notion that plumbers always come late, The Punctual Plumber made it a point to meet their clients on time and they actually pay the client for every minute that they are employees are late.
In pizza deliveries, the standard practice is allowing for a 30-minute delivery time. Otherwise, the customers will get their pizza for free.
Money back and pain compensation guarantee is also one of the strategies used by sellers to ensure their customers that they are offering quality products only that they are willing to provide such guarantee just to prove this.
Likewise, companies also usually employ the 30-day money-back guarantee to entice more people into buying their products.
To test which guarantees would benefit more their products, website managers can use the A/B test to select the most optimum choice.
13. BE LENIENT WITH INCENTIVES
Sellers can possibly make people buy by presenting their product with a sense of urgency. They should provide details, such as deadlines for offers and sense of urgency because of scarcity, to imply that the customers should decide right with regard to buying a product.
The scarcity can be quantity-related or time-related. Depending on the case, a seller may offer different types of bonuses. For unlimited number of products, the seller can offer time-sensitive bonuses, for example, a free gift or a discount, as long as the customers buys the product within the given time frame.
However, when using scarcity to entice people into buying, sellers should make their offer very authentic and ensure that the scarcity that they implying is not fake. Otherwise, they are on the verge of losing important clients.