Instead of only asking yourself what you can do to improve your product or service and comparing it to those of your rivals, you should ask yourself another important question first. What can you do about the way you present your product or service in order to boost your conversions?
Think about how many people visited your website and what percentage of that number of visitors became your customers. A step in the right direction, in this case, is easy to do and might just be worth more than one in product development.
All you have to do is answer the following 6 questions. Don’t worry, even if your answer is negative, we will point you in the right direction to change that.
1. Do my Headlines Capture Both the Story and the Reader’s Attention?
A remarkable headline on your landing page, blog posts, or in your newsletter draws in visitors like nothing else. It is arguably the most important factor in the success or failure of your content.
It is what a person sees first and, thus, needs to compel readers to stay and read on. A successful headline should highlight a problem your target audience faces and stress the main benefit or solution, which is, of course, tied to your products features.
Try to keep the headline short, to the point and, if possible, under 55 characters. After that, when the readers are thrilled to find out how you can solve their problems, in the first paragraphs, you should first provide more details about the problem, make it available for them to relate, present perhaps a similar experience and then introduce the product or service you provide and give them clear information on how it works.
2. Do I Have a Clear and Effective Landing Page?
Think about the main purpose of your business and clearly state what you offer and how the reader will benefit from it. Don’t ask questions they need to think about; the longer it takes for them to get answers and understand what you are about, the more likely it is that they will leave the page.
The majority of your focus should be the top section of the page, namely, the part “above the fold” – the most important and effective images and content should be visible without the need to scroll down.
However, do not place any form of the word “buy” above the fold. The readers need to be interested first and learn how you can solve their problem, or at least the majority’s presumed problem you have presented earlier.
Once you have earned their trust, you can proceed with a sales pitch below the fold. Also, when someone is interested, they are likely to take your opt-in offer and subscribe to your newsletter.
This is the perfect spot to place the subscription box where the readers can enter their email address, instead of, for example, creating a pop-up that quickly covers the whole screen the second one visits the site. Another problem even with more subtle pop-ups is popular ad-blocking software, so a hover ad may be a viable option.
You can also test the landing page design. For example, test several page designs in order to find the one that appeals most to your target customer. Try comparing image versus content based pages and then apply changes to the top performing design in order to test how different versions of the same page affect the success of your website.
3. Is My Product Page Easy to Navigate?
There are many things that can repel visitors from your website and one of the most important things to offer is efficient page navigation. Have a simple page design without many confusing categories, sub-categories, tabs, and distractions such as invasive colors, or ads and images that do not explain what your site is about.
Try avoiding a compulsory registration that requires an excessive amount of fields, or a checkout process that takes too long, shows payment and shipping options at the very end, and does not enable guests to buy anything before registering. Create a smooth and fast checkout process to avoid missing out on potential customers when they are ready to convert. Test guest checkouts, short billing information forms and one-step checkout pages and you will surely be happy with the results!
4. Do I have Compelling Calls to Action?
Design and images can grab attention, but text is what ultimately persuades, as information is what converts a reader to a customer. The usual, but still effective calls to action include instilling a sense of urgency into the readers so they don’t miss a fantastic deal that lasts only for a few more hours or that there is only one more item left in stock.
Other successful types include simply a logical convincing call that repeats the greatest benefit the product offers. It also enables users to have it at the click of a mouse through a free trial which does not even require registration, credit card information or anything else.
The majority of marketers decide which call to action to use based on the answer to the question: what do I want customers to do on my page? However, one should also ask another question: what is the action customers can take on my page that will maximize profits?
5. Is There a Live Chat Option on the Website?
The greatest benefit seen with this option is the presumed swiftness of the reply. Readers will not wait on hold listening to dull music while paying for the phone call, neither will they receive automated emails asking them to wait for a response for days. For those and other reasons, the ATG Global Consumer Trend study found that 90% of customers consider live chat helpful.
Many of your website visitors would prefer to discuss business before jumping on a call or buying a product. And, of course, the best time to do this is when they are the most interested, which is at that very exact moment. This is why promptness is crucial, and installing a chat box on your site is relatively inexpensive and will give you one more way to convert visitors into leads.
6. Have I Displayed Some Proof About What Was Presented?
What other better way to gain the trust of potential clients than to display testimonials and compliments from relevant experts (who mean something to your audience too), preferably with background information on them and all the possible specifics?
These questions roughly address every aspect important for efficient conversions, but there is almost always something left to be asked and more room for improvement. You can always start by asking yourself what annoys you the most and what attracts you the most on a website.
The key is to keep asking further questions that come to mind and to stay up to date with trends and professional advice. Do this while constantly testing the efficiency of all the elements which affect conversions and monitoring statistics with Google Analytics, even when you have the feeling that everything is great.