There’s so much that goes into converting website visitors, isn’t there?
The copy and the offer you entice them with, a position of a call to action or even the size of a checkout form, among hundreds of other factors can affect a person’s willingness to buy from you.
And I guess that’s one reason why conversion rate optimization is so intimidating.
Because you see, unless you’ve done it before, you probably don’t know where to start.
Should you try different color variations? Tweak the headline? Or perhaps swap images?
I bet you have no idea.
And so I decided to help. In this post, I will show you 5 simple changes with which you could start optimizing your site for higher conversions.
Ready? Let’s go.
#1. Refine Your Value Proposition
The role of a value proposition is simple:
It tells a visitor why they should buy from you instead of the competition.
A value proposition differentiates your offer from what your competitors use to convince customers to buy from them. And then, makes the case as to why they should stick with your rather than someone else.
Businesses often confuse value proposition with a marketing slogan (i.e. “Nike. Just Do It”)
Or create value propositions so complex that they leave visitors baffled.
And in either case… kill conversions.
So, as the first change, revise your value proposition. Ask yourself:
- Is my value proposition clear and easy to understand?
- Did I write it using my audience’s language?
- Does it explain how am I different from the competition?
- Do I tell my customers what specific results or benefits they’ll get from buying my product / service?
And then, fix whatever problems that may have come up during this review.
#2. Rid Your Copy of the Jargon
Look, it’s only natural:
You know everything about products or services you provide. After all, you’ve been offering them for so long…
And so, naturally you use professional jargon while talking about it.
But here’s the catch:
Most likely your visitors don’t have even a fraction of that knowledge.
They don’t understand the terminology. And the fancy, business language only scares them away.
But your website should serve the information visitors need to make a buying decision, not intimidate them and make them feel inferior because they don’t understand what you’re talking about.
So, as a next step, review your copy and cut any jargon and terminology, unless it’s absolutely necessary for it to be there.
After this step, you should end up with a much clearer copy that explains the benefits of your product in a way your customers understand.
#3. Add Proof that Overcomes Buyer Objections
I’m sure that you know this already:
No matter what fantastic products you sell, and how competitive prices you offer, visitors will still come up with objections preventing them from buying.
You also know that to increase the likelihood of people buying from you, you need first to understand, and then, address those objections.
But I bet you wonder how to do it on a website, right?
After all, unlike an in-person sales interaction, you can’t just discuss a prospect’s objections with them. You can’t answer their specific questions or demonstrate any specific proof.
Or can you?
You could include proof helping to overcome the most common sales questions customers mention in a live chat or email in the sales copy.
- You could explain specific problems your products solve to answer if what you sell is for them.
- Show credentials and social proof that convince prospects to believe you.
- Feature testimonials that will show prospects how your products have helped others.
- And explain your prices and other costs (shipping, etc.) to address those objections too.
How to find out your visitors’ most common objections?
Start off by reviewing your sales emails for any common questions and patterns. Do your visitors inquire to clarify specific information over and over again? It might be that they consider it an objection they want you to clarify.
Then, review your live chat and other communication channels for similar information.
Finally, browse forums and online communities dedicated to products you sell. The chances are that your customers will use those channels to voice their objections towards the items you sell too.
#4. Make Social Proof More Prominent
Last year, I wrote in my guide to social proof marketing:
“Social proof affects every buying decision we make.“
From choosing a busy restaurant over an empty diner, selecting products with more reviews, to choosing items denoted as best sellers, we base our choices on the behavior of others.
That’s particularly true every time we’re unable to make a decision. We look at what others do, and emulate their actions, assuming they’re correct.
And its effect on conversion is irrefutable.
Last year, after analyzing sales data from the Top 25 US Internet Retailers, BazaarVoice discovered the effect an increase in the number of reviews on sales across a number of categories:
This means that you could influence your visitors buying behavior just by making social proof more prominent (or displaying more of it).
And so, move any social proof you display, be it sales stats, testimonials or reviews into more prominent places on a page.
If you include star ratings on product pages, display them right beside the product name. This way you’ll associate the social proof with the product, confirming its quality.
Place reviews right underneath the main product description to ensure that visitors will not skip them.
And highlight your products’ popularity by displaying proof that many people have purchased them to date.
#5. Change Your Call to Action from 1st to Third Person (Or Vice-Versa)
This is a little-known hack that works.
It turns out; everyone responds differently to the pronoun in the call to action.
For example, seeing a button that says “View My Basket” might entice you to sign up. Someone else, however, might react better to the call to action in the third person, i.e. “View Your Basket”.
And so, test both versions to find out which one ticks your audience.
Before you do that, though, let me show you some proof confirming this trait of our behavior.
Tim Ash reported that one research by Unbounce found a first person call to action increasing conversions by 90%.
Amazing, don’t you agree?
So, as the last change, test different pronouns in your calls to action to establish to which one your audience responds better.
And that’s it.
Now you know the 5 simple website changes to make if you want to increase conversions.
But of course, there is more to conversion rate optimization than just those tweaks. These five, however, provide an ideal starting point.
What do you think?
Have you tried making similar changes before? To what result?
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