Getting traffic to your website is already difficult enough. What's even tougher? Converting that traffic into paying customers.
Yet, while not simple by any means, increasing your conversion rates is actually much easier than you might think it is. In fact, if you make just a handful of tweaks to your phrasing, copy, and design, you'll likely see a noticeable sales spike. Almost all the mistakes I've come across within my clients' websites, and just browsing the web, are a few steps away from being revenue-generating machines.
Here are five of those quick fixes.
1. Answer customer objections, outright.
This is a principle copywriting icon and serial entrepreneur Joe Polish religiously preaches -- and with good reason. By addressing the objections you know your website visitors will have about your product or service, you'll build trust between you and the visitor, while selling them on your business at the same time.
By avoiding the hard questions you know will be asked, you won't be hiding anything except the truth. Instead, you're doing more harm than good by making your business look secretive or like it has something to hide.
To start, take out a pen and notepad and begin listing all the questions you get asked daily about your business-- whether that's about your pricing structure, typical industry concerns, proof of your credibility, or something else entirely. Then include the answers to these questions directly in your web copy.
2. Make sure your microcopy is in order.
Microcopy is the words making up small segments of your brand's website, such as buttons, email opt-in forms, and landing page copy.
Microcopy is one of the most neglected components of a solid website. Not only will solid microcopy humanize your company and add an extra layer of memorable flair to your branding, it'll also get your website visitors more engaged and increase the likelihood they'll become customers.
A little can go a long way in a business landscape as crowded as the one we're currently living in. If you haven't done so already, take the time to create microcopy across your website that aligns with your brand values and tone. It could be as easy as swapping the copy on your email opt-in form from "Sign Up" to "There you are! We've been waiting for ya. Ready to join the party?"
3. Follow best practices for website calls-to-action.
A call-to-action is typically a button on your website designed to take your visitors to the next step in the buying process, such as a "Schedule a Demo" option at the bottom of your home page. Here are a handful of best practices to help you instantly drum up your conversion rates.
- Be sure the copy in your call-to-action is action-oriented, such as "Sign Me Up" or "Schedule a Call," as opposed to simply stating the end result. This helps entice visitors to take action.
- Make your call-to-action button a different color (preferably a bright color) to make it a "thumb stopper" that stands out from the rest of your website.
- Don't ask for too much information. For example, if your call-to-action is filling out a form, narrow it down to a few key fields like name and email address, as opposed to asking a million questions. The more seamless the call-to-action, the more it will convert.
- Sprinkle in a few of the same calls-to-action throughout your home page. Since people don't tend to scroll all the way down web pages, it's important to give them intermittent chances to become customers.
4. Don't neglect social proofing.
No matter what industry you're in, your potential customers will trust what other people say about your company more than they'll trust what you say about yourself. Because of this, it's important to include forms of social proofing, or validating points, throughout your landing page to make sure your audience knows you're not another big fat phony.
This could be an award your company won, the number of app store reviews your company has, which publications it's been featured in, testimonials, or something else related.
5. Have high-quality, consistent design.
Nothing says "cheap" quite like crappy design. If your company can't take the time and energy to put together a decent-looking website, why would website visitors think you won't cut corners in other areas of business? If you don't have a talented graphic designer on staff, consider using a platform like 99Designs, Design Crowd, or Upwork to hire a quality freelance designer.
Converting website traffic into online sales is difficult, but it can be simplified with just a handful of easy tweaks. This year, start with the tips laid out in this article, and you'll be off to a great start. Best of luck.