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Conversion Rate Optimization
How to Increase Your Website's Results by 25-250%
(or more) with Conversion Rate Optimization
reading this article you will discover:
- How to increase your website's results by
- How to increase your website's "conversion rate."
- How to reduce your average cost per sale or lead.
According to a recent Gartner Group study, about 50% of web sales are
lost because visitors cannot easily find the content, products,
or services they're looking for on websites. Knowing your website's "Conversion Rate" is THE most important e-metric to track,
yet 60% of marketers do NOT know how well their site is
converting visitors to clients. Now you can take your online
marketing business to new heights with tested and proven "conversion
rate optimization" tactics…
Conversion Rate Optimization is the fastest and easiest
strategy for increasing leads and sales generated from your website. Conversion Rate Optimization is the process of making your website generate more results by being more persuasive, more
trustworthy, easier to navigate, etc. Plus, it's the best way to
significantly increase your leads and sales without having to spend
a bunch of money on increasing your traffic. In fact, it's the
first step that should be taken before increasing your targeted
traffic so you don't waste money.
Avoid These Common Pitfalls:
Unfortunately, most websites are not set up properly to convert traffic to
leads or sales. The typical websites we're hired to optimize lack
critical trust-building components, have confusing navigation, and
contain little or no compelling or benefit-oriented value proposition,
headlines, content, or offers. In fact, they waste 75%+ of their
traffic due to lack of persuasion and "sales-ability."
If you've invested in website development only to find that your
site is not optimized to generate high conversion rates, you are
missing out on your biggest opportunity to increase leads and sales. In fact, by making your website more appealing to your
target market, you can double (maybe even quadruple) your leads or
sales in a relatively short period of time. For example, a MarketingSherpa.com case study showed that www.GoToMyPC.com increased their conversion rates by 400% by optimizing their content and website.
designed website makes people feel more confident and compelled to
buy from you, which in turn means you'll get:
- Higher sales
- Higher response rates
- Higher conversion rates
- Better customer retention
- Better returns on your investment
Your 7 Step Plan for Increasing Your
Website Conversion Rate…
STEP 1: Define your visitor profiles
Every company has customers with unique personality attributes and
characteristics. For example, a
software company we worked with had the following profiles…
- IT Professionals who need to monitor the company network's performance
- Chief Financial Officers (CFO’s) who need to track financial information
- Sales & Marketing Managers who need quick access to customer data
This is 3 different people with 3 very different and distinct needs. The website needed new content and images that illustrated exactly how the software helps these 3 very different people.
Most websites convert at only a tiny fraction of their true
potential because they're not designed to appeal to their target
market, much less the individual profiles of their most likely
buyers. Fortunately, you can transform your website into a powerful
tool for appealing to your prospects, educating them about your product or service, overcoming
their objections, persuading them to buy, and getting them to act now. That's exactly what
conversion optimization is designed to do.
If you truly believe our product or service will help your customer,
this can be done by defining your typical site visitors and writing
your copy to appeal to their needs. Use the following 2 attributes
to define your web site visitor’s profiles…
1. Demographics: What kinds of people buy from you and what
are their attributes?
2. Psychographics: What does the person do psychologically as
part of their buying decision process? What are the overall goals
that they want to achieve, what are their objections, and
specifically how can you show them your product or service is the right choice
over your competition?
STEP 2: Create the redesign plan
OK, now you know who your top 2, 3 or more customer profiles are.
The next step is to build a "path" you can take each profile
through on your website to give them all the information they need
to know to make the decision to become a new lead or client.
Every page of your website should be mapped out
including these 5 elements:
- Which visitor profiles are likely to visit each web
- Which specific keywords they may use at the search
engines to get there;
- The questions the prospect landing on that page needs
to have answered;
- The specific strategy the web page will take to
answer these questions;
- A list of the actions each profile might take next.
STEP 3: Write targeted copy for the new site
Now that you know the elements your website and individual pages
need to include to satisfy your customer profiles, the next step is
to write compelling, benefit-oriented copy that communicates the
following for your customers…
- WIIFM - What's In It For Me? What goals are you going
to help them achieve and what are the benefits your
product or service offers them that will help achieve them and
- Why should I buy your product or service instead of
- What objections do your profiled customers have, and
how specifically does your product or service satisfy them?
STEP 4: Calls to action
Use primary responses and secondary or "back-up" responses. Usually,
the primary response of a web site is to purchase your
product or become a lead by signing up for a free white paper,
webinar, or information kit, etc. But, for every 1 person who
delivers your primary response (buys or becomes a lead), there are
at least 10 others who almost bought or almost clicked but decided against it at the last second.
Develop ways to move these "almost buyers" or "almost leads" (the
ones who didn't buy or sign up) closer to the sale with "back-up
responses." Perhaps your visitor is not ready to buy just now, but she would like to know about your monthly specials. All she has
to do is sign up for your email newsletter, "email specials" or similar back up response.
STEP 5: Professional Design
According to a recent study by Stanford University, 46% of Web
sales are lost on web sites that lack the critical elements that
build value and trust with website visitors. The number one
reason people indicated why they wouldn't buy from a web site was
because it had an unprofessional "look and feel" that lacked
credibility and did not "feel" trustworthy.
The solution is simple…
a) Use a professional “look and feel” that instills trust within
b) Build trust by displaying your "Hacker Safe" or BBB logo on
c) Use testimonials
d) Offer a risk-free guarantee
As you can see, having a professional look, and persuasive copy
(words) will help convert significantly more of your web site's
qualified visitors into new leads and customers. In turn, this will
boost your company's revenues and profits.
Contact us today for a free price quote
on our conversion rate optimization services by calling Matt
Hockin at 541.280.3363 or by clicking here.
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