For most website owners, the ultimate goal is to improve your website traffic. However what happens when you have more website visitors than you could ever dream of, yet sales remain slow? If you truly want to get the most out of your website, you need to look past traffic and start looking at your conversion rate.
Think of your website as a bricks-and-mortar store. Your visitors are the people who are lured by your catchy outdoor signage or your nicely dressed window. Perhaps you have lots of people walking into your store, but not many are pulling out their wallets to make a purchase. You’re not even sure whether they are interested in what you have to sell. It’s the same in the online world. Attracting traffic is only half the job. Finish it off by doing everything you can to capture the sale.
It’s the same in the online world. Attracting traffic is only half the job. Finish it off by doing everything you can to capture the sale.
Turn Casual Visitors Into Paying CustomersThe good news is there are several techniques you can easily implement that when done well, can make a significant difference to your conversion rate. Here are our 7 favorites, but often overlooked ways to boost your website results.
1. Write Case Studies
Remember the last time that you came across a product or brand which for some reason, did not quite convince you to buy? Well, I have and in those situations, if you’re like me, you’ll do one of these two things; scour the Internet for online reviews, or ask friends and family about their experience with this service or product. In short, you need to read other people’s feedback and find reassurance that this product is right for you. A case study is an invaluable tool to help tell your brand’s story and establish your credibility in your chosen niche. In a 2016 report by Content Marketing Institute, it was found that case studies are the third-most effective B2B content marketing format.
While many would say that case studies are uninspiring and boring, you do not have to adhere to traditional formats. Just address the following issues and you will soon turn your visitors into quality leads:
- What was it like for your customer before they found your product or service
- What was it like when they signed up for your offer (the onboarding experience)
- What was it like for your customer after they found your product or service
2. Show - Don’t Tell - By Using Large Photos
The problem with most websites is that they lack imagery and have not considered that the web is mainly a visual medium.
One of the simplest, yet surprisingly overlooked ways of increasing conversion rate is to use larger, well-taken images. Well chosen large photos and lots of white space can help break up large walls of text from your 1000-words post.
Take a closer look at your website today and take a quick inventory of your images. What can you do to improve the overall visual experience of your website? Are you using photographs effectively to tell your brand story? Perhaps, you need to make some images larger or it would be wiser to pay for high-quality photographs and ditch the stock photos.
3. Capture Your Prospect’s Attention with Video
A picture, they say, is worth a thousand words. With 90 percent of customers admitting that product videos influenced their buying decisions, a video must be worth ten thousand words!
The combination of appealing visuals, motion, and sound makes video a powerful medium to communicate your story. Putting a face or a personality behind your brand through videos helps build a connection with your website visitors and drive deeper relationships. Before you know it, your prospects will get to know you better and like/trust you.
If you’re worried that video production will be complex and time consuming for you, you can get started with a simple slideshow. What’s more important is that you give it a go, see if your conversion improves and adjust accordingly.
4. Stop Driving Visitors Away by Adding Live Chat
Did you know that website visitors whose concerns are addressed by live chat support have the highest satisfaction rate - at 92 percent - than other forms of customer support? It seems most of us like to have a chat. By failing to add live chat support to your site, you risk losing prospects who will likely pop over to competitor sites. Imagine going inside a wine shop and browsing through the rows and rows of wine bottles. You are unsure which wine to
By failing to add live chat support to your site, you risk losing prospects who will likely pop over to competitor sites. Imagine going inside a wine shop and browsing through the rows and rows of wine bottles. You are unsure which wine of picking and looking lost. Yet, to your astonishment, there is not a single soul in the shop ready to offer their expertise. Depending on your business size and goals, there’s a wide range of live chat solutions available.
Depending on your business size and goals, there’s a wide range of live chat solutions available.
5. Learn What Converts with A/B Testing
A/B testing is the process of comparing and measuring two versions of one element so that you can pin down which version is more effective. For example, is the color red more successful than the color green in your sign up button?
Elements worth testing include (but are not limited to) variations in header designs, headlines, pricing, call-to-action copy, images, and buttons.
A/B testing strategies used to be only affordable to large companies as the of hiring data analysts and paying for expensive A/B testing software proved too much for small businesses. Nowadays, there are a number of easy-to-use, affordable (even free) A/B testing tools has made it possible for smaller companies to compete with the big boys. For a good starting point, check out Google Analytics’ Content Experiments.
6. Come Up with a Mind-Blowing Guarantee
According to www.business2community.com, there are 4 fears that a buyer must overcome:
- Fear of paying too much for a product or service
- Fear of disappointment
- Fear of what other people will think about the decision to buy
- Fear of change
The first two issues can be addressed by coming up with a mind-blowing guarantee that will put your prospects at ease and reassure them that they are making the right decision.
The Build a Joomla website’s lifetime guarantee illustrates what it means to have a mind-blowing guarantee. It assures prospects and website visitors that they have absolute confidence in the courses we’re offering.
7. Engage with Autoresponders
A website visitor who sends in an inquiry or signs up for your email list is a perfect opportunity to make a good impression and possibly convert them to happy customers.
How? Set up a simple autoresponder.
Your contact form is a good example. By setting up an autoresponder via a confirmation email, your respondents will know that you have received their message and that you’ll get back to them within a specified time frame. This creates another layer of trust between you and your prospects.
So there are 7 relatively simple ways you can implement to help turn your website visitors into customers. Which one are you going to implement today?
For over 20 years, I have been building websites and advising people on how to improve their online presence. If you need more ideas or would like an extra pair of eyes to assess your current website, consider joining hundreds of like-minded people at the Build Better Websites Facebook group. This is a closed group for website owners and website developers to exchange ideas, ask questions and generally help each other build better websites. Come and learn and/or contribute. I’ll see you there!