Imagine a scenario where there was a framework or technique – a procedure even – that you could apply to support site deals quick. Wouldn’t that be amazing? All things considered, there is.
This strategy works over all classifications, it doesn’t generally make a difference what business you’re in. I’ve transformed it into an agenda. So the best approach to utilize it is you take your site, contrast it with anything on the rundown, make changes, and your online deals will increment. Apply these strategies to your website.
Begin with quantifiable objectives
Before we begin on the agenda, ensure you have genuine, quantifiable objectives set up (e.g. offer to sell boots, get email subscribers).
So begin with particular objectives and ensure your web analytics software is tracking those goals.
Here it is:
- Create buyer personas
- Drive relevant traffic and create relevant messages (for personas)
- Make your design good
- Create compelling value propositions
- Understand buying phases
- Reduce friction
- Focus on clarity
- Eliminate noise and distraction
- Engage visitors
- Add urgency
Lets look at each step individually
The more individuals feel that an offer is appropriate for them, the more probable they are to take it.
Suppose you need to purchase new running shoes. To begin with, answer these inquiries:
- Your gender?
- Where do you typically run?
Presently, would you rather purchase running shoes that are reasonable for all or the one that is particularly intended for your gender, age gathering, weight and kind of utilization? That is an easy decision.
You will probably recognize fundamental kinds of client bunches – their necessities, needs, prerequisites and utilize cases. Purchaser personas are basically a particular gathering of potential clients, a prototype individual whom you need your promoting to reach.
The more specifically you know your buyer the easier it will be to sell to them. Remember “ To sell to John Browns, you have to wear John Brown’s shoes” and I don’t mean that physically!
Here’s a free template on how to create a buyer persona from Hubspot https://blog.hubspot.com/marketing/buyer-persona-research
- Relevancy and motivation
This is about 2 things:
- targeting the right people,
- communicating the right message.
A key element of selling is relevance. It’s not really possible to sell people things they don’t need or want. If I want to buy Nike shoes and if I click on an ad that says Nike shoes for sale, when I click on the ad it takes me to landing page selling lipstick, that’s not relevant.
Another key ingredient of high conversions is relevant traffic. If you stop driving irrelevant traffic to your site, your conversions will go up. As a marketer, one of your constant jobs is to find the right marketing mix: this includes
- the right media (where to advertise / promote – free or paid),
- the right message (what do you say?),
- the right offer (how much $$$ for what).
- Design and Layout
In a nutshell: beautiful design sells better than ugly design. Beautiful does not mean it’s full of bells and whistles. Beautiful design is also effective.
BMW, Apple or Nike are not tossing a great many dollars at website outline only for the sake of entertainment. They know it offers better ROI
An incentive is a guarantee of significant worth to be conveyed. It’s the primary reason a prospect should purchase from you (and not from the opposition).
Basically, offer is a reasonable explanation that clarifies how your item takes care of clients’ issues or enhances their circumstance. Like an eBook that solves a clients problem.
You need to exhibit your offer as the main thing the guests see on your landing page, yet ought to be obvious in all real section purposes of the site.
- Understanding purchasing stages
What stage are your prospects in your sales funnel? Are they seeking info, price checking or ready to buy? Usually buyers fall in theses 3 categories
- People who have a problem / need, but they don’t know it – seeking info
- People who are researching different options, comparison shopping – price shopping
- People who have made the decision and are ready to buy
Knowing at what stage your prospect is will help you target your lead generation activities to the specific group.
- Reduce Risk and Objections
Whenever you ask people to do something or commit to something, there’s friction. It’s impossible to remove friction completely in a business transaction, you can only minimize it.
Friction is all the doubts, hesitations and second thoughts people have about giving you money for a product.
Is it really worth the money? Will it break? Can I trust this guy? Will it work? What if it doesn’t fit? Is this a scam? Is it the right choice for me? Will she like it?
Make the buyers journey smooth by reducing their most common objections.
People won’t buy what they don’t understand. Whatever you’re selling, the buyer is a human. So imagine you are talking to a new client and pitching your business – what would you say?
If the text on your website is not fun to read and takes effort to understand, you could be doing it wrong.
- Noise and distraction
There’s an adage for outdoor billboard design – it’s ready when there’s nothing left to remove. In a way this also applies for websites.
The more choice you give to people, the harder it is to choose anything. When there are too many options to choose from, it’s easiest to choose nothing at all.
If you have a ton of products, you have to provide great filters to help people narrow down the choice.
Noise and distraction is not just about how many products you have. It’s how busy your layout is, how many competing design elements there are, all asking for attention.
Rule of noise: The closer you get to closing the sale, the less things you should have on your screen. Once they get to checkout screen, you shouldn’t have ANYTHING on the page that doesn’t directly contribute to conversion.
Look at Amazon checkout screen. No sidebar, no menu, no related products. They just really want you to click the “Place your order” button.
Have a single most wanted action for each screen, and make sure the important stuff stands out. Don’t have anything in the layout that isn’t absolutely necessary. Simple works.
What’s your conversion rate? 1%? 3%? Even if it’s a high 5%, that’d mean that 95% of the visitors don’t buy anything.
They came to your site (maybe even through paid advertising), bought nothing and left… now what? Have you lost them for good? Not necessarily.
In a lot of cases the best way to increase sales is to avoid one at first. Remember buying phases? Instead of asking for money, try to engage them in some way and ideally collect their email address so you can keep talking to them.
General rule: the more expensive and/or complicated the product, the more time people need to make a decision.
If you’re selling cars or computers, it’s highly unlikely that someone will buy one online on their first visit. This is why you should get their email first, add value, prove your expertise, get them to like you, etc. BEFORE you ask for the sale.
- Engage visitors
For an ecommerce site there are two positive actions possible by visitors: (1) They buy your product or service or (2) they engage, become part of your community and, if you do everything right, your brand ambassador.
- Add urgency
As much as we’d like to believe otherwise, most us are procrastinators. We leave things until the last minute. Then we rationalize. We say that we need time to decide. What this really means is we haven’t been convinced to act now, so we wait.
Think about the number of times you’ve said “I need to think about it” before purchasing, even though you really wanted the product. Oftentimes you get distracted, (cue funny cat video) and completely forget about the product page you were on.
So create real urgency on your website by specifying that something is going to end at a specific time and/or on a specific date.
Some examples of ways you can use real urgency on your landing page:
“This offer ends on September 21st at 9am EST”
“Only 3 hours left to claim your spot, get in before it’s too late”
“Don’t miss out, only 1 hour left to register”
Are you getting sales from your website? If not, you may need to rethink the design and layout and optimize it for maximum conversions.