While building your website, you need to constantly ask yourself about what you want your visitors to do after they reach your website. If your answer is to make them just read the text, you need to change that goal.
Nowadays, with such cut-throat competition, merely creating a website that attracts traffic is not enough. You have to make your visitors bookmark your site, provide their emails for subscription, buy your products, and keep coming back in their leisure time. In short, you need your website to engage with the visitors and convert more of them.
But that is easier said than done. You have so many companies to compete with, and you know it won’t be that easy.
Here, we are laying down eighteen crisp and innovative strategies that you can apply to your website right now to attract more visitors to your site and can even convert them.
1. Do A/B Testing
A/B testing or split testing is used by many websites to remove the dilemma of what will work and what will not. For example, you have two headlines and you are not sure which one to finalize, you can put both headlines one by one and carefully observe which one converts the most. And now you have your answer!
To mitigate risk, you have to be on your toes to experiment and allow your team to innovate and explore new models and methods. Your goal is to have at least one clear result of the several tests that you are running on your website. Don’t go for the perfect one. In the creative field, it does not exist. The only way you can enhance your website is through testing only.
2. Create A Compelling Value Proposition
A value proposition is one of the most important reasons that dictates what’s in it for the customer and why they want to buy it from you. The first step as a marketer should be to create a well-defined and compelling value proposition.
It’s worth noting that there are separate value propositions for your company and your product. You should address both of them. If you only emphasize selling the product, know that there are other companies available who have the same product. Your visitor may jump to the other side.
Similarly, if you only value your company, your visitor might not be satisfied with your product and won’t stick with you either. You have to give equal weight to your company as well as your product.
3. Set Up A Sales Funnel
Sometimes what kills a potential conversion is sounding like a salesman who just wants to sell their product too fast (like signing up or subscribing). Sometimes people just browse through the product – they don’t always want to buy one at the moment. Maybe they are not in the mood or in a hurry to buy right now.
People think more carefully when buying more costly items than cheaper ones. They cannot commit to the product right away. For example, for software products, it’s more beneficial for the customer to get the free trial version of the software than to sign up or purchase directly.
There are primarily three steps involved in creating the sales funnel. You can modify the steps depending on what suits you.
- Awareness – Make people aware of your company and product through advertisements or referral programs.
- Interest – Create interest and curiosity in their minds so that they want to try the product at least once.
- Sale – Once the customer is curious enough to make contact, subtly proceed with the selling procedure.
4. Keep It Simple
Communicating clear and simple messages can persuade your visitors more easily.
Complicated, big, and fancy business words cannot woo people. If people cannot understand what you are trying to convey, they will be confused and may even feel reluctant to take any action.
Always remember, you are writing for common people – people who are reading your website, post, advertisement, whatever. On the other hand, managers who are running companies are also people. You are not writing for the corporates – write for common people.
The best possible way you can keep your message simple is to try to imagine that you are explaining all the concepts and features to a person who knows nothing about your business. You will explain your points as if you are having a conversation with them. That’s what you need to do.
Keep your words conversational.
5. Implement Smart Pop-ups
Intelligently placed smart pop-ups can increase the conversion rate. Some of the most commonly used smart pop-ups are:
- Delayed pop-ups – They appear when the visitor spends a certain time on the site.
- Push down and push up pop-ups – Push down pop-ups appear on top of the page and push the contents of the page down, while push up pop-ups push the contents up appearing at the bottom.
- Entry pop-ups – They appear whenever you enter the page.
- Exit-intent pop-ups – They appear when the visitor is trying to leave the page. They’re used to bring the attention of the visitor back to the page.
- Sign up forms – They’re used by the site owners when they want the visitor to subscribe to their email list, newsletter, and so on.
- Contact Forms – They’re used when the visitor wants to contact the organization.
Be careful while using these pop-ups. Many visitors can get annoyed if you’re having too much of them. You need to strike the right balance of portraying your information subtly while meeting your customer’s expectations.
6. Address Objections
Whenever you are offering something to the people, there will be conflicts. They will have both conscious as well as subconscious objections to what you’re saying. This may lead to hesitation from the customer’s side whether or not to take the offer.
In an in-person sale, you can easily address these issues and can clear any doubts right away. But what about online conversions? Is the situation the same in both cases? The truth is that it’s much harder to resolve queries over the internet.
The solution is to include all queries in the sales copy right away. This way, these objections are cleared before they even arise in the customer’s mind.
7. Increase Trust
Let’s imagine a scenario where you are walking down the street. A random person comes up to you and claims that he has a brand new iPad and it will cost you just $50. Would you buy it? You know that it’s a good deal. You know the product is fine. But probably you won’t buy it. Why? It’s simply because you don’t trust that person.
According to sales guru Zig Ziglar, there are only four reasons why people are not buying from you:
- They don’t need it.
- They have no money to buy it.
- It doesn’t seem that important now.
- They don’t trust you.
You cannot do much about the first three, as they are customer-centric. But you can surely work on the fourth one. If you add the trust element to your product and company, your conversion rates can grow exponentially.
Here are some tips to create a trustable website:
- Make sure whatever information you are putting out there is easily verifiable.
- Show that, there are people behind the website and you are a legitimate company.
- Highlight the credentials of the experts working in the organization.
- Show that your team is honest and trustworthy.
- People should reach you easily.
- Spend some bucks and design your site to look professional.
- Make your site user friendly.
- Keep your site updated.
- Quickly remove errors of any type, no matter how small it is.
8. Make Your Products Easily Accessible
Your customers should fall in love with the ease of doing business with you. Don’t make the design and structure so complicated that each time your customer has to buy something, they have to work hard to get there. It has to be intuitive and as easy as possible for them to browse, locate, and place the order.
Here are a few points that might help you declutter your site:
- Guide your users to the next step.
- Save your users from paralysis of choosing too many options.
- Keep the number of fields as few as possible.
- Do not force your users to sign-up to browse or buy from you.
- If possible, offer free delivery.
9. Communicate Value
The best way to sell any product or service online is to convey as much information as possible to the users. It can be in the form of documents, webpages, images, videos, or any other medium. Be assured that not every one of your users will grasp every detail. Only a handful of people care about them. That handful of people is your target audience.
You don’t know, maybe somebody is convinced to buy just after reading only one-fourth of the information or maybe somebody was just browsing and after reading the information, they might become interested or curious.
You need to provide enough information that the prospect can read and be convinced.
Place the price after listing all the information. This way, it may seem that you are not putting a price on the item or service but the value of the product.
10. Offer Proof
Your claims are meaningless until you back them up with hard evidence.
Now the question is, what sort of proof are you going to share? Here are some points to help you get started:
- Testimonials from those customers who are satisfied with your products or services. It would be even better if you can find those customers who were in worse situations before using your brand and how you’ve made an impact on them.
- Results of different tests and studies.
- Reviews from blogs, magazines, newspapers, or any other third party.
- Mark your existence by proof from social media.
- If possible give the users a mindblowing demo.
11. Remove Distractions
You want your users to take a single action on your website. So stop distracting them from taking that action.
If you provide them with loads of visual options and options, chances are they will delay their decision making. This eventually means a lower conversion rate. On your landing and product pages, you want these distractions to be kept to a minimum.
If you want your visitors to take action, you can:
- Remove or shrink the menu.
- Remove or hide sidebars and headers.
- Take off irrelevant images.
12. Compare Yourself With The Competition Before Your Visitors Do
Every organization that sells products or services has competition. It can direct or indirect. On the other hand, people are smart. It’s naive to think that people won’t compare and will buy whatever you are selling at the first sight.
On the contrary, it is also true that people are lazy. Often, they will only compare the price and main features. You can take advantage here.
You are an expert. You know both your product and your competitor’s product. You understand various factors that are at stake. They maybe don’t.
If you are providing the same product as that of your competitor’s at a higher price, you have a chance to explain why. Show them that you are giving some additional features and benefits that they won’t get anywhere.
Always have an upper hand in the description or feature and you can always justify the cost.
13. Persuade Customers To Take Action Right Away
Why would the customer take any action now? What’s in it for them? You don’t want your customer to wander around and take too much time to think and decide. You want them to act fast – here and now.
The tone of your presentation, discount offers, and deadlines to create an urgency for the users. You might think that these action taking strategies won’t work. But actually, they do. People only buy when they feel the need and scarcity of something. You cannot handle the need part as it’s the customer’s choice, but you can control the scarcity very well.
You can create scarcity in the following ways:
- Quantity based scarcity (Only 3 left in stock).
- Time-based scarcity (Offer is valid for 1 hour).
You have to be cautious while using this technique. The scarcity you are describing should be genuine. If you lie to your customer, you won’t be trustworthy either.
14. Create A Compelling Video For Your Brand
Most customers are visual shoppers. People even search for reviews of a product on YouTube.
A minute-long authentic, informative, and engaging visual explanation can tell a story much better than a page filled with only text. A better option is to combine both forms of medium, video, and blog posts. You can make the video more humane by adding a little bit of humor.
15. Marketing On Facebook
There are various benefits of marketing on Facebook. Some of them are the following:
- Staying in touch with your community – You can have engaging conversations with your community. You can address concerns, respond to queries, and make them aware when you launch a new product.
- Take advantage of FB groups – Facebook groups are not meant for advertisements. They are for growing your fan base organically. If you build an active group made up of your most loyal fans, you can ask them to spread the word.
- Integrate the Facebook Pixel with your site – The Facebook pixel is a coding option that allows Facebook ads to integrate into your website. It reports the actions that users take after viewing your Facebook ad. You can analyze this data to your advantage – create customer segments, know your strengths and weaknesses, plan your next steps, and so on.
16. Use Interactive Email Content
A large chunk of the population prefers to use social media for leisure purposes and emails for promotional content. But it’s also true that the inbox of those people is flooded with emails. How can you make your email stand out from the clutter? You can make your email catchy and openable by using interactive content.
A smart trick of using interactive content is embedding challenging quizzes in your email. Just to give you an idea, you can have something like, “Do you think you know what it takes to promote your content on Google? Take this quiz to see if you need to brush up your SEO skills”.
You can also offer rewards and incentives – when they purchase from your site, they receive discounts or other freebies.
17. Set Up Live Chat
Having a live chat feature on your website allows your visitor to receive an immediate response from you regarding any questions, concerns, or doubts.
Live chat can also be used to increase leads, conversion rates, and sales. By clearing the customer’s doubts you are empowering the customer with confidence, which will lead them to take action.
18. Turn Your Customers Into Brand Ambassadors
Customers who are loyal fans of your brand, product, or service can be your brand ambassadors. These are the people who will share their amazing experience with you through word of mouth and social media. These are your supporters.
Now the important question is how can you build a group of these brand ambassadors?
You have to consistently deliver high-quality products and services to them without fail. If a customer is buying again from you, it means they are satisfied with the product and service for the first time and they have trust in you that you will maintain the same value. Once they are totally satisfied with the products and services they can start recommending you to their family, friends, and colleagues.
Increasing the conversion rate is not a one day job. It’s a long and exciting journey. What we have discussed here are a few points that can get you started. So, use whatever tip you need, and increase your revenue.