I used to think all my work was done just by simply sending traffic to my webpages. Whether the traffic was bought or came via organic searches, if I got more eyeballs on my content, I thought I was golden…
How wrong could I be?
Getting traffic to my website was just half the job. Converting that traffic to leads, and eventually sales, is actually the other half of the problem.
There’s no point getting a bucket-load of traffic to your website if, when they arrive, they don’t sign-up to an offer or purchase something.
So, how can you increase conversions and stop that traffic leaking out at the sides?
By radically improving your conversion rate, that’s how…
Table Of Contents
Use testimonials & case studies
One of the best ways to improve your website conversions is to add both testimonials and case studies on your pages.
The reason Amazon are so stringent on their reviews section is down to the fact that product reviews are a powerful way to convince someone on the fence to purchase something.
How many times have you been to Amazon looking for a specific product and never looked at the reviews?
I must admit, I never have. I always read the reviews before making a purchase, probably just to validate that I’m making the right choice.
This is no different for your website – your customers don’t know why they should choose you or your product over a competitors and so need a little convincing to make the right choice.
Better still, try compiling a case-study of your happy customers. You can either do a ‘before and after’ case-study or simply record a video of them using your product.
Either way, this paints a really powerful picture of someone who took a leap of faith and is now happy with the results.
Use video to personalise content
There’s so many companies out there looking for a competitive advantage. What they don’t realise is; the answer is right there in their pocket.
Most of us have a smartphone these days. Did you know that you are able to shoot crystal clear HD footage and upload it online within a matter of minutes?
Whether you’re offering a product or service, quickly shoot a video of that product or service in action and, where possible, include your staff or you.
It doesn’t need to be an Oscar-winning video – in fact, the more real and authentic, the better.
When your customers can see a ‘behind the scenes’ shot of the people they’re going to be purchasing from, this lowers the barriers in an instant.
If you shoot enough of them and your clients watch enough of them, they’ll start to feel like they know you without ever meeting. It’s a really powerful tool!
Add a guarantee
One of the oldest marketing hacks in the book – adding a guarantee still works a treat…
If you have a customer who is undecided, why not remove all the risk from their purchase by offering a money back guarantee?
That way, if there’s any doubt in their mind about your offering, the guarantee should allay all their fears. It’s unbelievable that this simple little hack still works so well.
Do you offer a guarantee on your website?
Make sure it’s prominently displayed and not hidden away at the bottom of your page.
Incorporate strong calls-to-action
Most of your customers will need to be guided through your sales process. Even when customers are ready to buy, they still need a little push to get them over the line.
It’s your job to point them in the right direction by having:
- Prominent ‘buy’ buttons
- Prominent sign-up forms
- Your contact number clearly displayed and available on every page
- A bit advanced, but you can display a count-down timer on an product page, where the offer is time-sensitive.
- Offer an incentive if they sign up today, this week, this month
- Offer a tripwire to coax them into a lower value purchase.
Let your readers know exactly what you want them to do next, whether that’s click a button, read a blog post or fill out a form.
Implement content upgrades
If you’re looking to grow your email list like a pro (and you should be), then try installing “content upgrades” within your business.
So, what exactly are they?
A content upgrade is basically an eBook, whitepaper or video that has additional information on the topic you have posted on your website. Your reader will need to opt-in (provide their name and email address) to receive this additional information.
Content upgrades can either be triggered by a:
- Link within your content
- Sign up form within your content
- Button within your content
Why are they so powerful?
It’s an ethical bribe to gain an email addresses from your readers – the only difference between this and other bribes is that the content is based on the article they are reading.
So, if they enjoyed your article and want to find out more, they can basically opt-in to get the additional information.
It’s a lot easier to get people to opt into something they actually want instead of them opt in due to curiosity.
If you’re getting plenty of traffic to your website or blog, congratulations! The only thing you could probably improve on is your conversion rates.
As a percentage, how many of your visitors are either signing up or purchasing something? If this number is low, then there’s definitely room for improvement.
There are several other factors that might influence conversions, however, try these 5 and see how you get on.
Don’t forget, make sure you have analytics software installed on your website. At the bare minimum ensure you have Google Analytics installed.
What have you done to increase your web conversions recently?