It’s a challenge many businesses face.
Converting prospects into customers requires a lot of strategy, analysis, and refined marketing tactics. According to WordStream, the median search conversion rate falls just barely over 2 percent. That goes to show how much most of us need to improve our conversion rate game.
Much of the time it isn’t some major issue with the company’s overall marketing approach or product-market fit that’s causing conversion rate failure. It’s the little things that destroy success.
Luckily, little things are easy to fix. You just have to know what issues you’re looking for. I’ve outlined 10 marketing tactics and hacks below that you can implement today.
How will a prospect know what to do if you don’t tell them? A call to action (CTA) serves as the ultimate nudge into the transition to becoming a customer. As a marketer, it’s your job to make sure your audience sees your CTAs.
Identify places where you lack a strong CTA on your site. Remember, the western world reads left to right. This creates an “F” or “Z” pattern when viewing the screen.
Add calls to action that fall within those gaze patterns. If you don’t, you risk the possibility of your readers missing the prompt altogether.
Customers appreciate simplicity. When you stuff the conversion process with unnecessary information, it makes everything more difficult—including your ability to make sales and capture customers.
If the process feels clunky, users may never convert into a customer. Don’t lose their business before you’ve officially earned it.
Find ways to simplify your checkout forms. I see way too many companies include unnecessary fields, requesting information they’ll never use.
Cut out the fluff and push prospects through the funnel faster.
If prospects don’t understand your offering, they’ll find something else to spend their money on. To avoid losing potential customers to your competitors, anticipate their questions before they even ask. This will put you in an educational role that builds trust through content marketing. And, even more importantly, it helps prospects feel comfortable with their decision to buy.
Find ways to answer common questions at every touchpoint in the sales process. Don’t put all your trust in an FAQ page buried on your site. Consider:
These are just a few marketing tactics you can use to get your customers’ frequently asked questions answered before someone else has the chance to.
As humans, we rely on visual cues to move us along. I’ve already established how we scan in an “F” or “Z” pattern. Well, the only way to interrupt that scanning is through cues.
If you’re not giving people cues to stop scanning and start paying attention, you’re leaving tons of potential conversions on the table. Consider making a few visual tweaks to cater to your audience’s scanning habits.
Start by reducing your visual noise. There’s an old adage that says, “If everything is a priority, nothing is a priority.” I’ve found this to be incredibly true when it comes to website visuals.
For example, when someone clicks on a call to action and a dialog box pops up, help people focus on that moment. Use a darkened overlay to bring all the attention on the action you want someone to take within that box, whether it’s typing an email or adding something to the cart.
Let’s be honest with ourselves for a moment: Sometimes testimonials suck. They’re a bit shady and it’s somewhat unclear if people actually like your business or you bought their love off Fiverr.
If you want people to trust you, it’s time to garner some rock solid testimonials. People buy from those they know, like, and trust. A real, solid testimonial can get you all three.
Start by including an image with the testimonial. Basecamp did this and saw a 102.5 percent increase in conversions.
Speaking of credibility, stop rounding up numbers. I know, you think you’re doing everyone a favor by sticking to generalities. You’re not.
Precision shows that you know what you’re talking about. It communicates your attention to detail and helps the audience understand exactly what you can provide.
Find statistics and percentages you’ve included around your site. Instead of rounding to the nearest whole number, go a couple of decimal points deep.
“We helped our customers raise their revenue by an average of 24.62 percent in the first quarter,” sounds a lot more believable than, “We’ll help you increase revenue by 25 percent!”
There’s nothing more frustrating than talking to someone that keeps changing their viewpoint. It’s like they’re trying to please everybody by speaking out of both sides of their mouth.
Businesses do the same thing through inconsistent messaging. Create a messaging strategy and stick to it. You may not capture the attention of everyone, but a concise message will appeal to the prospects that will ultimately go on to convert to customers.
Understand the pains, challenges, and needs of your target market. Then, narrow down your messaging to include the words and phrases that solve those issues.
Review your entire website for inconsistencies in messaging, and fix them wherever you find them.
Consistency makes people comfortable. When you veer away from that, people start getting nervous. In the online world, I think it’s more important than ever to maintain this consistency by keeping your offer in front of your prospects at each step of the sales process.
If you have a specific offer, keep it visible throughout the entire sales process. Don’t do things like offer a coupon and then have it disappear on the cart summary page—only to reappear later in the checkout process.
I was always taught that if I didn’t want the answer, don’t ask the question. Business owners can learn from that life lesson. If you want to make a website that resonates with your audience, you need to listen to and value their input.
When you ask for feedback, keep track of the answers. Once you get the same suggestion three to five times from different customers, seriously consider implementing it.
Ultimately, you want to develop a website that converts customers. What better way to boost conversions than to get tips from the people who already purchased?
If you’re a local business, you can’t afford to ignore this important aspect of conversion rate optimization. Whether good or bad, studies show that reviews help increase sales.
Streamline your review process for mobile users. With more and more shoppers turning to mobile devices, you can make a big impact by optimizing your reviews for those users.
Bazaarvoice did this and increased their review quantity by 146 percent.
Implementing these tips will support your audience in the transition from prospect to customer. If you’re not getting the customer acquisition results you want, give these marketing tactics a try.
Want to learn more about measuring content marketing ROI? Check out Skyword’s free eBook, The How and Why of Content ROI: Defining Goals and Measuring Success.