According to a recent Gartner Group study, 50% of web sales are lost because visitors cannot easily find the content, products, or services they’re looking for on web sites. Knowing your Web Site’s “Conversion Rate” is THE most important e-metric to track, yet 60% of marketers do NOT know how well their web site is converting visitors to clients. Now you can take your online marketing business to new heights with tested and proven “conversion rate optimization” tactics…
Conversion Rate Optimization is the fastest and easiest strategy for increasing leads and sales generated from your web site. Conversion Rate Optimization is the process of making your web site generate more results by being more persuasive, more trustworthy, easier to navigate, etc. Plus, it’s the best way to significantly increase your leads and sales without having to spend a bunch of money on increasing your traffic. In fact, it’s the first step that should be taken before increasing your targeted traffic.
Avoid These Common Pitfalls:
Unfortunately, most web sites are terrible at converting traffic to leads or sales. The typical web sites we’re hired to optimize lack critical trust-building components, have confusing navigation, and contain no compelling or benefit-oriented value proposition, headlines, content, or offers. In fact, they waste 75%+ of their traffic due to lack of “sales-ability.”
Increase web site conversionsIf you’ve invested in web site development only to find that your site is not optimized to generate high conversion rates, you are missing out on your biggest opportunity to increase results and profits. In fact, by making your web site more appealing to your target market, you can double (even quadruple) your leads or sales in a short period of time. A professionally designed web site makes people feel more confident and compelled to buy from you, which in turn means you’ll get:
* Higher sales.
* Higher response rates.
* Higher conversion rates.
* Better customer retention.
* Better returns on your investment.
* Less stress.
Your 7 Step Plan for Increasing Your Conversion Rate…
STEP 1: Define your visitor profiles
Every company has customers with unique personality attributes and characteristics. For example, a software company we worked with had the following profiles…
1. IT Professionals
2. Chief Financial Officers (CFO’s)
3. Sales & Marketing Managers
Most web sites convert at only a tiny fraction of their true potential because they’re not designed to appeal to their target market, much less the individual profiles of their most likely buyers. Imagine if you could transform your web site into a powerful tool for appealing to and drawing in your prospects like a powerful “magnet” or tool for persuading them, educating them, overcoming their objections, and getting them to act now. That’s exactly what conversion optimization is designed to do.
If you truly believe our product or service will help your customer, this can be done by defining your typical site visitors and writing your copy to appeal to their needs. Use the following 2 attributes to define your web site visitor’s profiles…
1. Demographics: What kinds of people buy from you and what are their attributes?
2. Psychographics: What does the person do psychologically as part of their buying decision process? What are the overall goals that they want to achieve, what are their objections, and specifically how can you show them you’re the right choice over your competition?
STEP 2: Create the redesign plan
OK, now you know who your top 2, 3 or more customer profiles are. The next step is to build a “path” you can take each profile through on your web site to give them all the information they need to know to make the decision to become a new lead or client.
Every page of your web site should be mapped out including these five elements:
1. Which visitor profiles are likely to visit each web page;
2. Which specific keywords they may use at the search engines to get there;
3. The questions the prospect landing on that page needs to have answered;
4. The specific strategy the web page will take to answer these questions;
5. A list of the actions each profile might take next.
STEP 3: Write targeted copy for the new site
Now that you know the elements your web site and individual pages need to include to satisfy your customer profiles, the next step is to write compelling, benefit-oriented copy that satisfies the following for your customers…
* WIIFM – What’s In It For Me? What goals are you going to help them achieve and what are the benefits your product or service offers them that will help achieve them and how?
* Why should I buy your product or service instead of the competition’s?
* What objections do your profiled customers have, and how specifically does your product or service satisfy them?
STEP 4: Calls to action
Use primary responses & secondary or “back-up” responses. Usually, the primary response of a web site is to purchase your product or become a lead by signing up for a free white paper, webinar, or information kit, etc. But, for every 1 person who delivers your primary response (buys or becomes a lead), there are at least 10 others who almost bought or almost clicked.
Develop ways to move these “almost buyers” or “almost leads” (the ones who didn’t buy or sign up) closer to the sale with “back-up responses.” Perhaps your visitor is not ready to buy just now. But, she would like to know about your monthly specials. All she has to do is sign up for your newsletter, or similar back up response.
STEP 5: Professional Design
According to a recent study by Stanford University, 46% of Web sales are lost on web sites that lack the critical elements that build value and trust with website visitors. The number one reason people indicated why they wouldn’t buy from a web site was because it had an unprofessional “look and feel” that lacked credibility and did not “feel” trustworthy.
The solution is simple…
a) Use a professional “look and feel” that instills trust within your visitors
b) Show your Verisign Certificate and BBB Online membership on each page
c) Use testimonials
d) Offer a risk-free guarantee
As you can see, having a professional look, and persuasive copy (words) will help convert significantly more of your web site’s qualified visitors into new leads and customers. In turn, this will boost your company’s revenues and profits.