In today’s guest post, Julie Petersen shares her tips and tools for optimizing conversion on your sales pages. ~ Elena
What’s the focus of your marketing campaign when you want to promote a product? You probably invest time and resources into the development of a great website, and you start sharing different pieces of content that promote the product.
However, a beautiful website and great product mean very little if you can’t convert your visitors to customers. You may attract many people to visit your website and get some valuable tips, but what if none of them makes the purchase?
These tips and tools will help you increase your website conversions and improve your return of investment.
1. Do A/B Testing.
A/B Testing allows you to test two possible sales pages or headlines at once. You sign up for an A/B testing website, and the website directs half of your traffic to page A and the other half of traffic to page B. Then, you analyze the total sales from each page to determine which headline has the highest conversion rate.
Here are few A/B testing tools that can help you improve the conversion rates:
The first aspect you can experiment with is the design of the pages. Change something in the color scheme and rearrange the sections in the B version, making it a bit unusual when compared to the other pages at the website. Then, analyze the results it achieves when compared to the traditional version. If the B version generates greater conversion rates, maybe it’s time to rethink the overall design of your site.
You can also experiment with the content, headlines, and calls to action.
2. Create a Clear Value Proposition
The value proposition is the part of your website that answers the visitor’s question: “What’s in it for me?” Without a solid value proposition, visitors do not have a compelling reason to use your product or service. Therefore, your conversion rates will suffer.
This is how you provide a clear value proposition: do not promote salesy content. Instead of making the product and its awesomeness the main focus, you should shift your attention to the customer. What problems does he have? How can your product provide solutions? How will it make his life easier? That’s the value everyone is looking for.
3. Create a Sales Funnel
If you jump in and ask for the sale right away, you might scare away an otherwise interested customer. Maybe they’re just browsing and have little or no interest in your product (yet). Take some time to educate them, pique their interest, and then guide them to the sale. You can do this with an email series or a targeted ad approach, as well as an informative blog at the website.
For example, a company that sells furniture can promote articles that educate people on interior design. They can include a blog with posts that suggest ideas for small spaces, bedrooms, kitchens, and so on. If the potential customer gets valuable tips at the blog or via social media, he will most likely trust that company enough to make the purchase there. The content will serve as a sales funnel.
4. Address Objections
You may be tempted to skip over objections. After all, if the person doesn’t think of an objection, why would you give it to them? Recognize that the average consumer is much more educated than they once were. You need to call out any objections and make them non-issues. Otherwise, you will lose sales based on fears that could have been addressed.
If, for example, you get some comments with criticizing attitude via social channels, make sure to respond. Have you seen those harsh reviews for restaurants and hotels on Trip Advisor? Some chefs and hotel owners respond so well that they will convince you their locations are worth visiting. When you take the time to give a thought-out response, your potential customers will gain more trust in your expertise.
5. Build Trust
Why should customers trust you, anyway? What more do you offer from the competition? The website itself, as well as the product descriptions, should convey reliability and professionalism.
To achieve that goal, you need to clearly explain your credentials, as well as all beneficial features of the product. Feature testimonials, reviews, and anything else that might show your credibility. Avoid using jargon, which can make it seem like you’re trying to hide something. Be simple and straightforward with your customers.
There is an effective strategy that will make people trust you: ask popular bloggers, social media influencers, and YouTube stars to review your products. Of course, you’ll choose reviewers whose interests include the type of products you sell. They have an audience that’s always looking for similar things to try, so they will surely get interested in your products after such reviews.
6. Make It Easy for the Customer to Buy the Product
What should the potential customer do after visiting your website and reading what you have to say? Create a clear call to action, and invite users to take advantage of it. If you want to add other options (like a trial version of software you’re selling or, sample size of cosmetics, or anything else), include them in the menu. However, do not overwhelm your audience with too many choices. Guide them in a clear direction – buying the actual product.
7. Write Action-Oriented Web Copy
Avoid writing in passive voice. When L’Axelle changed their web copy from passive to active voice, their sales increased by 93%. People prefer active voice, since it’s more believable and actionable. We relate to it more, and it makes us more inclined to do something right now.
8. Offer Proof
People trust other people more than they will trust your website. You can write the best content to tell them how awesome your product is, but they won’t take your word for it.
Include testimonials or case studies that demonstrate the value of your product. If you have great Yelp! reviews, say so! Feature them at your website and direct the visitors to the place where they can read more. If you have a prominent client, put their logo on your website (with their permission, of course). That will offer valid proof of the quality, reliability, and efficiency of your product.
Tools to Increase Your Conversion Rates
Optimizely helps you deliver the best experience for each of your customers, regardless whether they access your website through a PC, smartphone, or tablet. It lets you optimize your site across all devices, and offers a targeted plan of every visitor to your website. Sony, Microsoft, and The New York Times are among Optimizely’s clients.
The tool will provide you with insightful analytics, which will help you understand your customers’ behavior at your website. Then, you’ll be able to personalize the site in accordance with their preferences.
With Unbounce, you can build, publish, and test your landing pages from one website. That’s the best way to develop the perfect version that generates the highest conversion rates. Hootsuite, Indiegogo, and Hearst have all used Unbounce to improve their conversion rates and reduce their bounce rates.
Don’t neglect content writing when thinking of how to increase conversion rate. The quality of the featured content is extremely important if you want to promote the product in the best way possible. Your audience won’t like too complex or incomplete sentences, content with no purpose, or generic website content that doesn’t get to the point.
If you don’t know how to improve the quality of the featured content or write new pieces that will attract the audience, then you can outsource that task. The writers from the EssaysCapital team will craft SEO optimized and user-friendly content for your website.
4. Crazy Egg
Crazy Egg analyzes how people behave when they’re on your website. With the app, you can learn what people click on, how many people scroll through your site (and where they stop scrolling), and where they are coming from before getting to your site.
This data will help you redesign your website and prioritize your needs. If, for example, you notice weak points where your visitors usually bounce off, you’ll fix them by recommending links that guide them to other pages at your website. If you notice that not many visitors are coming directly from Google, then you’ll need to elevate your SEO strategies to a whole new level.
TheBetaFamily lets you hire one or more of the 23,000 testers from the website’s community. They will test your app and tell you about its strengths and weaknesses. Their feedback will help you improve its design and functionality. The site is only available for “light testing,” which does not require any edits to your source code.
Utest is another service that offers a community of professional software testers. You just sign up with the software you want tested, and hire people to test the usability and function of the site. Netflix and Google are among Utest’s customers. It’s similar to TheBetaFamily, but these testers can offer advice on how to improve the app or software.
BrowserStack offers live, web-based browser testing for users on Mac and Windows operating systems. You can test your website on plenty of devices with the most reported web traffic on a global level. The monthly service price is only $19.month, so it’s an affordable way to improve the experience of your audience, which will result with greater conversions.
If you already know who your audience is, you can use UserTesting to specifically target your audience online, and measure and track the way they interact with your content. You’ll get videos of real people sharing their impressions as they use your website. This will show the genuine impressions and user behavior of a potential customer. You’ll easily understand which features and parts of the promotion need improvement.
ExitMonitor helps turn your exiting visitors into paying customers. When the software detects someone leaving your site, it offers a targeted offer through a pop-up ad. This can help you make a sale or at least capture the user’s information if you offer him/her to sign up for an email newsletter.
There is a definite art to creating a high-conversion sales page. But with a little time and effort, you can learn the skills you need to make a successful website with high conversions and happy customers. Use the above-listed tips and tools to help you get started.
Julie Petersen is a content marketing specialist and a freelance writer. She is the owner of AskPetersen educational blog where she shares valuable guides and articles with students. Contact Julie on Linkedin.
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies, which she's also using for her own bling flip flop company.
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