Here are 12 smart ways to increase website conversions:
A/B Testing of Important Pages
A/B Testing is where you test 2 (or more) pages against each other to see which page converts best. Typically you would change one aspect of the page, such as the headline, and then drive 50% of your traffic to each page and see which converts the best.
The more traffic that you can put through each page, the more statistically significant and reliable the result will be.
Different traffic sources will change conversion rates.
The headline is the most important factor in landing page conversions - if you can only test one thing then this is it!
You can carry out A/B testing using Google Analytics or by adding a plugin to your site.
Your offer needs to be clear and compelling.
You can be a poor copywriter and still get great conversions if you have a great offer. Equally you can be a great copywriter but suffer poor conversions if your offer is not great.
Given a choice between great copy and great offer, I would choose the latter every time. So work on making your offer as irresistible as possible and state it clearly, without jargon or hype.
Create A Sales Funnel
A sales funnel WILL increase conversions because you are able to offer alternatives to both buyers and non-buyers through exit pop-ups, upsells and downsells.
A popular strategy is to offer a $1 trial for a limited period so customers can 'try before they buy'.
Your email marketing is part of your sales funnel - once they are on your list, they are in your sales funnel until they unsubscribe.
Give A Reason To Act Now
You can increase conversions by giving your customer a reason to act immediately:
- a coupon with an expiry date
- a limited number available
- the price increases with every sale or in a fixed time period
- the product will be withdrawn from sale before being launched at a higher price
- a bonus is available until xx time or for the next x purchasers.
Communicate The Value Properly
This is a subtle variation on point 2. Most vendors do not supply sufficient information about their product for the customer to make a decision.
This can be illustrated by the example of the beer company that outsold its competitors by telling the story of how they made their beer using pure spring water and the best ingredients etc. The fact is that other competitors had similar processes but they were the first to talk about it and it gave their product more perceived value.
The other aspect of this point is to price your product or service according to the value it can deliver - even if your product costs you say $20 to make, if it delivers thousands of dollars of value to your customer in a unique way then show your customer exactly how it does this and price according to the value. If you price at say $40, they will be inclined to disbelieve you and the perceived value of your product or service will suffer accordingly.
Offer Proof Elements
You can increase conversions by offering proof elements in your sales copy:
- case studies
- trial periods
- detailed data and scientific analysis
Make The Buying Process Easy
- free or instant delivery
- email address required only (- the more information required at optin, the lower the conversions)
- reducing options available also reduces confusion and indecision
- telling your customer what to do next (even if that seems obvious to you!)
Get other people to test your buying process and tell out what they like or don't like about it - you'll be surprised by what you learn
Remove All Distractions
This is why squeeze ages work so well you have two options, either optin or leave the page.
The more distractions there are on the page, the lower the page conversions.
Always have just one action that you want your website visitor to take on each page - particularly the landing pages.
Reduce The Risk Of Doing Business With You
All transactions involve risk. For example, by giving my email address to you, I risk the possibility that you will clutter my inbox with spam. Heck, just by visiting your site you may put a retargeting pixel in my browser and spam me with your adverts!
You will increase conversions by the extent that you can either remove or reduce risk. This is the purpose of a guarantee or warranty - to remove the risk of buying as far as possible.
Such a guarantee can also compensate for inconvenience or pain caused in addition to the purchase cost - extremely compelling for prospective buyers. For example, mail order companies make it easy to return goods by giving return labels, free collection and free return postage.
Compare your product or service to your competitors BEFORE your prospctive customer does.
You have done the research for your customer and shown them how your product or service is superior to all the other alternatives available to increase the likelihood that they will do business with you.
When you list all the features of your product and compare this to the features of your competitors products and then offer a competitive price, this can be very compelling.
Deal With Objections
By addressing all possible objections before they arise, you will increase conversions.
By getting 'inside the head' of your prospective customer and dealing with any possible objections that mat occur to them then you will increase conversions.
For example, a high-priced product will usually convert better if you offer payment by instalments, even though this could be at a higher final cost to the customer. You are helping those customers to buy that may have an immediate cash flow problem. Insurance companies typically offer this option.
Email messages are more trustworthy if there is an 'unsubscribe' option at the bottom - spammers typically do not offer this option!
With landing pages and sales pages, links to legal pages and have a physical address at the bottom of the page give a perception of trustworthiness.
Your website design must also look professional - for example, it is difficult to trust a web designer will do a great job if his/her own website does not look good. Equally if you are selling your business as an up-market brand then your website and marketing materials must reflect that.
We are talking about perceptions here - we all make instant judgements based upon look and feel.
Also, link to relevant testimonials, case studies and third-party publications to increase trust factor.
Also, by publishing high-quality content (like this post, for example) you will increase trust that you can deliver value with your paid products and services.
Please let me know if you can think of any other ways to increase conversions by commenting on this post. In the meantime, use these 12 smart ways to increase your website conversions (and your profits.)