How To Increase Conversions by 50 Percent or More Overnight
Most webmasters are worried about getting more traffic. What about increasing conversions? If you had a choice between receiving 10,000 more visitors vs increasing your current conversion rate by 50 percent, which option would you choose? If you're smart, you would choose the higher conversion. More traffic is only good when you have no traffic and once you get to a certain point, you really just need more sales (i.e. more conversions). Here's how to immediately increase conversions quickly.
Irritate and Frustrate
Are you frustrating and irritating your users? This is an art, but if you can pull it off you can boost conversions dramatically. No, you don't want to frustrate users to the point where they leave your website. That's the wrong kind of frustration. What you want to do is frustrate the visitor by introducing some kind of pain, some kind of problem. If your site is filled with great information, but you never agitate your audience, they will never buy from you.
Most marketers implicitly understand this, but they often fall short of actually doing it. What you want to aim for is a sweet spot between hype and boredom. Find out what bothers your market. What kinds of problems do they have? Once you know this, you can write content that fleshes out your prospects' pain.
Don't talk about what you sell on your site before you've identified some pain, some problem, that your visitor is having. Imagine your visitor getting a sliver from running their hand down a rough piece of wood. What you want to do is get them to focus on that sliver - the pain. You might even want to "touch it," so to speak. Really get them to focus on it. Make it hurt. Then, before you introduce your solution, tell them about a solution - any solution - that will help them. Explain, in abstract terms, how they could relieve their pain.
Then, finally, when they can't take it anymore, tell them you have a solution that might help them. When the only thing they can focus on is the pain, and you're dangling a solution in front of them, most prospects become rather eager to buy. Is this immoral? Not at all. You see large corporations, doctors, and even mom-and-pop stores do this all the time.
When you go to the doctor, and he gives you a physical examination - and discovers a tumor - you don't blame your doctor do you? Of course not. How about when he starts telling you how this tumor will probably grow, and become painful within 3 months and, if you choose to do nothing, it might kill you? Do you get mad at him them? Nope. Why? Because of the positioning the doctor has. He's there to solve your problem, not create phony ones. That's what you have to do. Do that, and conversions will increase.
Sometimes, it's a good idea to ask your readers what they like and don't like about your site. You might be amazed at the range of answers you get. Typically, people who agree to do surveys represent the small minority of your site's visitors that are loyal and would "go the extra mile" to read what you write and they'll even jump through a few hoops to help you out. If a large percentage of your survey respondents find it difficult to navigate your website, you're probably losing sales. Remember, the survey respondents probably represent only a small fraction of your total visitor base. Think of the ones that aren't loyal. They just leave without saying anything.
Use Email Lists Intelligently
Everyone is asking for an email these days. Users are growing tired (and leery) of sites asking for emails. It's common for users to give out throwaway emails in fear of spam. One way you can combat this is by offering a free phone consult or give away some free information without asking for an email. If you're willing to give something away for free without asking for something in return, you're going a long way towards building trust.
A valuable free report could give your visitors all of the information they were looking for. They may never end up giving you their email. That's fine. They might not be your ideal customer. However, your free report could also start a more in-depth conversation that would require them to give you their email - their real email. If you've already given them tremendous value without asking for anything in return, the odds are good that you can get their email without too much trouble on the second time around.
Make Your Site Intuitive and Simple
If your site has what looks like the Las Vegas Strip of banner ads, or you've littered your content with those contextual ads, you might want to rethink your marketing strategy. Users are often annoyed by excessive ads, and popups rank as one of the most-hated forms of advertising. If your visitors are having a tough time navigating through your site, it's time for a redesign. You should strive for a simple, clean, layout that is inviting.
For the most part, your key navigation links should be above the fold and easy to find. Links like "home," "about us," and "services" or "products" should be placed somewhere that's difficult to miss. Your site's search bar should be in either the upper left or upper right hand corner or in the sidebar where it's easy to find. Take a tip from Jakob Nielsen of useit.com. He has a lot of information about proper website design. Obey his rules and you might be surprised at just how much it affects your conversion rate.