If you are promoting a product or a service, it is not enough to only have people visit your page. You want to secure customers, not browsers; you need to convert these visits into purchases.
In this blog, we will discuss a few tactics to convince people visiting your website to commit to using your company.
Time Is of the Essence!
Over 50% of users will leave the page within 15 seconds of arriving meaning that you have a very short window of opportunity to make a grab their attention in one way or another to convince them to stay. Furthermore, over 80% of users will never scroll down, so there is no use in having a fantastic ‘call to action’ at the very end of the web page.
What options do you have, then, in order to wrestle a conversion from these fleeting visits?
You would think that the most important thing to do would be to have the call to action above the fold, high up on the web page. This could be a good idea and is something you should consider if you find that visitors are not spending a lot of time on your page.
Alternatively, a study found that the optimum place for your ‘call to action’ is in the second half of the webpage while surrounded by convincing and relevant information. This placement can increase your conversion rate by around three times, according to ConvertVerve.
Use Customer Feedback
In regards to surrounding sections intended to secure a conversion with “convincing and relevant information”, make sure you are including customer feedback. As discussed in our recent blog on “reviews vs testimonials”, the correct use of customer feedback can have a marvellous effect on your website.
Over 97% of web users read customer feedback, and the opinions of other real people are enough to convince many people that a product is worth using. However, dedicated testimonial pages do not have the draw they used to in a lot of industries. This means feedback typically benefits from being woven into other content.
If you have a contact form to fill in, or a buy now button for your product, add in some positive customer feedback around this section. This can serve as the cherry on top; the straw that breaks the camels back. A final argument towards why you are the best, and everyone should do business with you!
To read more about the use of customer feedback, check out our post on ‘How to Make the Most of Testimonials’.
Web Users Are Not Stupid.
Something that a lot of website owners seem to forget is that web users are not stupid. People are becoming much savvier towards web-based marketing and sales techniques, and as such you need to strike a delicate balance between subtlety and persuasion. Imagine your call to action as more of a gentle push, rather than a drastic shove.
If a call to action is too weak, it will not convince anyone. On the other hand, if it is too firm, then users may resent your forceful technique. People have woken up to “hype” based advertisement, and it is much more effective to write in a clear and concise manner about the benefits of your service or product.
Also, consider changing the straightforward phrases like “sign up now” to something more agreeable that relates to the product. Also, using words like “now” and “today” can also create a sense of urgency, increasing your conversion rates.
For example, if you were selling a pillow for office chairs, you could say something along the lines of “end back pain today” rather than just “buy here”.
There Are Enough Distractions on the Internet; Don’t Add Anymore!
It sounds obvious enough, but if someone is not on your web page, they cannot be converted. Make sure that you do not contain constant links to outside sites on your web page, and ensure that any you do include are set to link the other site in a new tab. This will encourage visitors to stay on your site.
It is also a good idea to make sure that your ‘buy now’ or ‘sign up here’ section, or however else you ensure your conversion, is relatively free from distracting pictures, buttons and links etc. You want to have your visitors naturally settle in this section, and it does not make sense to give them other things to look at.
If You Need Information, Keep it Simple!
Many of you will be looking to get information from your visitors. Perhaps you have a “contact me” box or something similar requiring things like their e-mail address or phone number etc. If you are going to use something like this, keep it as simple as possible.
Try and keep the number of boxes to be filled to an absolute minimum. Long forms are likely to put potential customers off as they feel they are being presented with a chore, rather than an opportunity. One example found that adding only one more box decreased conversion rate by a significant 11%.
If you do want to use multiple boxes to request information, at the very least make as many boxes as possible optional. Remember, there will be plenty opportunity to get further information in the future, you just need to establish a connection. If they are put off by the length of the form, then you will not get any information at all.
These are only a few of how you can help to secure an improved conversion rate. There are far too many to discuss in this blog alone. However, there are a few ‘guiding principles’ that remain the same.
- Do not distract your visitor
- Do not annoy your customer
- Convince your customer
Also, make sure that you are actually testing your changes. Google analytics as well as some other online tools can give you a huge amount of information on what is and is not working on your website, so make sure you are not just blindly making changes which could be negatively affecting results.