When a website does not produce a solid conversion rate, this is a sign that changes need to be made immediately. Increasing sales is often as simple as increasing the conversion rate from your website - But what are some of the best ways to go about this task? Read on for five of our top tips for closing more sales and growing your bottom line using your website.
1. Provide a Clear Value Proposition
A company that has decided to rebuild or update their website may have failed to provide a clear value proposition. Your value proposition is the reason as to why a customer should make a purchase. Colors, fonts and the like are not important if this key message isn't clear as bell. What is important, is clearly stating the reason as to why people should be buying from you, instead of your competitors. Highlight the benefits of your products or services demonstrating the solution that will solve the problem they are experiencing RIGHT NOW and your phone is sure to ring.
2. Ditch the Jargon
All of the technical business jargon might look good on paper, but it can also lead to a great deal of confusion during the buying process. Customers like to be spoken to directly and they are far more likely to consider your product when you drop the fancy lingo and speak to them in layman's terms. No one wants to feel like they have no idea what you are talking about, because they aren't aware of the industry acronyms that you use in the biz. The modern consumer moves on quickly and they are not going to waste any time trying to decipher piles of complicated tech jargon. Keep your text simple, straight forward and to the point, or you could be losing potential customers.
3. Addressing Objections Early
Put yourself in the mind frame of the consumer and think long and hard about the objections that they are likely to have about your products and services when you are rebuilding your website. When your company makes an offer, the consumer is bound to have objections and questions. Your website provides you with an opportunity to address these qualms during the early stages, leaving you with fewer questions to answer before sealing the deal. Offering additional information about qualifications, track record and testimonials from satisfied clientele will help immensely.
4. Build Trust
Consumers will never build a relationship with your website when there is no trust to speak of. To increase trust and conversion rate, make your information easy to verify, provide a physical address, highlight the services you provide, offer multiple methods for contact, rebuild the site so it looks professional and avoid errors of any kind. Even the smallest error can make a bad impression and cause a prospective customer to take their business elsewhere.
5. Get Rid of Distractions
In a perfect world, the customer is focused on the task at hand and is never distracted by any superfluous bells and whistles. Making your menus smaller is a great start, as well as removing any text that does not provide an added value. If you're using stock images that are not relevant to the topic, these should be removed, as well. When you are looking at the website and deciding what to keep, ask yourself one question: Is this adding anything to the conversation? If the answer is no, then get rid of it!
The devil is in the details when it comes to fine tuning your online presence for optimum results. Reviewing all of the information in your website will take time and effort, but in the long run the more easily accessible you make information about your products and services, the easier it is for Google to rank you above your competitors - And in turn the easier it is for your new website visitors to turn into customers.