Businesses depend on turning customers into sales. But actually getting people to buy from you can be difficult, especially if they are arriving on your website for the first time from a banner ad or a social media account. However, conversations are essential for keeping your business in the black and making sure that you turn a profit. Here are some ways in which your company can master the art of conversion.
Make It Really Easy To Buy
Back in the mid-2000s, Amazon introduced a new feature to its online Kindle bookstore, the so-called “one-click” purchase option. Allowing customers to buy whatever they wanted with a single click completely change the online book market. No longer did customer have to spend ages filling in fields and typing in long credit card numbers. Instead, they simply had an account linked to their bank account which would automatically bill them whenever they logged in. Thanks to this feature, Amazon soon came to dominate the market and was able to expand its operation into new areas with the financial proceeds.
What this little episode proved was that people really value ease of payment. They want to be able to checkout with a single click, and they don’t want to have to spent ages typing in details into little boxes on web browsers. Unfortunately, many companies haven’t cottoned on to this fact yet and still present their customers with large forms to fill in each time they show up on their site.
So what should you do to improve the situation on your site?
The first thing to do is to make sure that you’ve got as few fields as possible for customers to fill in. Either sign your company up to a shared system whereby customer details can be taken automatically or reduce the number of fields that customers have to fill out to a bare minimum. Second, ensure that your website is clearly signposted and that customers know where they are in the checkout process. One of the things that freak people out is not knowing exactly what stage they’re at in the checkout process and not knowing when it’s going to end. A simple map at the bottom of the page showing what they’ve completed and what they’ve got left to do will help.
Third, it’s a good idea to offer free shipping. According to surveys in the UK and US, around 80 percent of people say that free shipping is their biggest motivation to click the “order” button when they’re on an e-commerce or digital business website. Finally, stop trying to force people to sign up to your newsletter when they check out. Although you might think that everything your business does is groundbreaking, most people see your advertising as spam. If they think that they’re going to get more junk emails, they might be put off buying from you.
Offer Proof That You’re The Real Deal
Another thing that companies have to be able to do is demonstrate that they’re the real deal and that they’re able to offer customers genuine value. People are often sceptical as to whether a company can actually offer value and deliver what they want.
There are a number of ways that you can provide proof that you’re a fantastic business. The first is to push reviews. Reviews are becoming more and more important on the internet. Search engines like Google, are using user-generated reviews to rank companies in their search results. They’re also displaying review scores prominently beside companies whenever they are searching, providing customers with valuable information about the ability of companies to meet their needs. As a result, companies need to focus on generating great online reviews for their business.
You can also backup your claims about your product by including scientific studies. For instance, if you make a beauty product, you could market the fact that women looked and felt younger after using it. Science is held in high regard by many consumers, and they often see it as definitive proof that a particular product works, especially if the study is carried out by an independent laboratory.
Get Rid Of All Distractions
When customers arrive on your website, they want to be able to see what you offer immediately and not have to search around for your product. The problem with some business websites, however, is that they contain a lot of distractions which get in the way. Company websites should be focused on one thing and one thing online: selling.
First, check to see whether there are any visual distractions on the page which could divert customers. Then focus on removing everything that isn’t relevant to getting customers to take action. This could be things like getting rid of irrelevant posts, images and blogs as well as removing distracting elements, like oversized headers.
Copy The Competition
If you’re new to an industry, knowing exactly how to appeal to customers can be difficult. What exactly is your audience looking for? Finding out for yourself could be expensive and time-consuming, but often a lot of the work has been done already by your competitors. Copying the style and layout of a competitor’s website is probably a good idea if you’re just starting out. Even though your company is highly innovative, there’s no reason to throw out the accumulated wisdom of the industry (until you become more established). Take a look at how other companies present material to customers and look at their conversion process. How do they get people to take action? Is this best practice? And could you include their methods on your website?
Be Clear About Value
Ask any national SEO agency, and they’ll tell you that communicating value is essential. The problem is that many companies are cursory when it comes to the value proposition of their products and assume that customers just “get it.” Customers rarely, “get it” and need a comprehensive description of value.
What does this mean in practice? Suppose, for instance, that you’re selling dog houses. You could just list the features of each dog house, like its dimensions, the material it’s made from and its weight. But it’s unlikely that mere specifications will convince your audience that they should buy. The reason for this is that you’re not directly communicating value. Sure, the dog house might be made of robust PVC material that’ll make it easy to clean and durable in all weathers, but people won’t know that right off the bat.
According to experts, the best approach is to include lots of text and images showing people how a product can be used to solve their problems. In the case of the dog house, it might be worth comparing it to wood equivalents which can rot, are more expensive and aren’t watertight. Even though only around 16 percent of people will read all the information on the page, around four-fifths of people will read at least some of it, meaning that it’s a good idea to include compelling reasons to buy all over the page. More than half of all sales are lost because companies fail to give adequate information about a product.
Buyers only want to buy from you if they think that you’re able to solve their problem. Many buyers, however, are sceptical of your abilities which mean it’s important to do things to convince them otherwise. But what can you do?
The first thing to do is to show them how you’ve solved problems in the past. Testimonials from people who have benefited from your services can help a great deal. The next thing to do is to show off your credentials and awards. This contributes to convince people that you’re an established industry player who knows what they’re talking about. The final thing is to prove to customers that you actually understand their particular needs. This means explaining in full what issue in their life your product solves.
Cut Out The Confusing Jargon
When it comes to selling products and services online, jargon is a big no-no. The problem with jargon is that it makes it really unclear what it is that you’re trying to sell. For instance, if you’re trying to sell a social media marketing service, avoid using phrases like “a revenue generating model that allows you to enhance your social media presence through online collaboration.” It’s complicated and doesn’t really address the problem that customers want solving. When clients approach a digital marketing agency, what they really want is somebody to do the marketing legwork for them and do it in the most efficient way possible.
Even if you’re a B2B business, it’s still worth writing in simple, plain English. Managers and representatives from other companies will come to your site and, just like everybody else, they’ll want to know what value your product offers and whether they can benefit. If the value proposition is hidden behind a wall of jargon, there’s a risk that they could go elsewhere and you don’t want that.