You’ve worked very hard to get people to visit your website. The increased traffic is certainly a step in the right direction.
Yet, the goal here is conversion, plain and simple. Thus, you’d like visitors to perform the tasks you want. If they don’t, then something is definitely wrong.
It doesn’t matter what that task is supposed to be. That’s because you’ve created this website for one specific purpose.
Maybe, it’s not being fulfilled by those who have come to visit. In that case, you need to work a little harder at accomplishing that purpose.
Your conversion rate is based upon the amount of traffic your site is getting over any given time period. Then, it’s compared to the amount of visitors who perform the task.
Maybe, it’s making a sale to getting them to give you their email address. Perhaps, it‘s to gather other pertinent and important information.
What’s your conversion rate at the moment? Chances are that it’s not where you want it to be. Maybe, it could be even better than what you’re currently receiving.
Either way there are some strategies you’re going to implement to get those numbers up.
Here are a few ideas to consider as you analyze your own situation. Perhaps, it’s something simple.
It could be that it lacks a clear and concise call to action. Maybe, that action is too complicated and time-consuming for visitors to take seriously.
Whatever the problem, one of these may just be the solution to improving your online conversion rate.
There are two words that are pretty straightforward about what they mean. What’s in it for the visitor?
When someone comes to your website you’re basically making them an offer. Therefore, how compelling that offer might be is where your value proposition may be failing.
You need an explanation in no uncertain terms. Why must the visitor execute the duty you want them to perform?
Maybe, it’s making a purchase. If so, you need to convince them why to buy from you. After all, the guy down the street is thought of as the best and only option.
Perhaps, it’s getting the visitor to sign up for something or provide you with their information. In that case, you need to give them a damn good reason for doing so.
This can all be done in plain, upfront language. The visitor doesn’t care how cool your website looks. It doesn’t matter how well designed it is.
Thus, the bottom line is you need to convince the visitor to convert. Your value proposition is the most important factor to ensure that takes place.
This all starts and ends with the value proposition. Therefore, you need to be specific and compelling.
After all, you are creating an interaction between your website and your customers. Are you considering a greeting and the name of your brand?
Maybe, you are thinking about a description of the product. Unfortunately, neither is a value proposition.
That information provides some valuable information about who you are and what you do. However, it’s not the argument that you’re attempting to get.
At the end of the day, you want a customer to commit to something. This is where too many online businesses make their biggest mistake.
Learn to differentiate between your product and your proposition. In doing so, you’ll understand that you must consider the value of both equally.
Creating a Successful Value Proposition
The marketplace is crowded. Therefore, this is where to convince your customers that you’re the best. It’s because you’re unique.
What you provide is valuable and superior to the rest. Hence, now it’s up to you to make that abundantly clear to the customer.
How do we go about doing this? Simplicity.
Can you explain the value I’m getting from your offer in one simple and honest sentence? If not, then you’re going to lose me.
Your value proposition needs to be bold. Also, it must be compelling. Plus, it needs to be exclusive to your offer.
You can sell the same widget as every other website on the Internet. Though, explain to me why I MUST buy it from you.
What additional value are you giving me if I buy the widget from your website? This may not be something you can answer immediately.
You might need to sit down and really think about a few things. What it is you have to offer the public? Why is it very different than the rest?
Price is certainly a compelling factor. Can you sell me the widget at a cheaper price than the other guys? Is your widget made better, with higher-quality materials?
Perhaps, you’re not selling something. Instead, you’re trying to get people to sign up for a newsletter. Maybe, you want them to add their name to a cause of some kind.
Possibly, you’re trying to build a mailing list and you want people to sign on. What are you planning to give them in exchange?
Let’s say I sign up. Do I get a discount on something? How about a freebie for getting in on the deal?
What IS the deal? Explain that to me and I may just want in on it.
However, you must remember something. Don’t tell me about the product you’re offering. That is its own thing. Hopefully, you’re selling a pretty great product.
Of course, you need to tell me what’s so great about that as well. Yet, there’s something I need to know before I place an order. What makes a purchase from your website better than the rest.
Optimizing Your Value Proposition
Rarely do you ever get the value proposition written properly from the get-go. Perhaps, it may sound brief and convincing.
Yet, it might not prove to be the case as you analyze your conversions. Sometimes you may need to do further analysis.
In doing so, you’ll figure out why the value proposition you think is appealing is not. This is based on interactions (or lack thereof) from your potential prospects.
The bottom line is that you may not have the ideal value proposition at all times. You may find the need to evaluate and re-evaluate on a routine basis. In doing so, you’ll always ensure you’re getting the most engagements and conversions.
Don’t Jump the Gun
Don’t look too eager to make a sale. That’s because you’ll certainly ruin your chances of doing so. Sometimes your pitch may be too overbearing.
After all, no one likes the hard sell. Thus, it doesn’t matter how convincing you are. If the customer isn’t ready to commit, they won’t.
That’s why you need to be more deliberate about your offer. You should portray it in a certain way.
For example, pick one that allows the customer to feel like they’ve had enough time to think before they commit. This is very important.
That’s especially the case if what you’re offering is expensive or requires complex consideration. Sometimes your customers just want to think it over.
Conversely, offer them some kind of advance valuable assurance. Thus, you can get them to sign on the line which is dotted.
How you do this may depend greatly on the offer you’re extending. Maybe, it’s a purchase of something.
In that case, you may want to give them a free demo or trial. These should help sway their decision in your favor.
This is good for establishing a level of trust between you and your consumer. Plus, they’ll feel better about making that commitment.
Keep this in mind. Multiple components and interactions may be required before the customer does want.
It can be a purchase or a sign-up. Therefore, ease them into the scenario.
In doing so, it can go a lot farther toward improving your conversions. It’s much better than taking the high-pressure route.
Life doesn’t have nearly enough of them. Thus, you need to sweeten the enticement of your proposition. Give the customer some sort of guarantee.
Make it without additional work required on their part. This, in turn, will make them feel secure in ordering. Additionally, they’ll be satisfied with the sale.
It could be in many forms. That includes one that’s related to a return policy or no financial commitment ahead of time.
Maybe, you’re offering the customer some kind of reassurance. That will greatly minimize risk on their part.
In doing so, they’ll be more open to converting. This, in turn, will boost sales.
Make it Easier to Convert
This one is particularly true when a conversion means someone has to fill out a form. You need to make it as basic as possible.
Hence, you’ll increase the chances of the visitor pulling the trigger. However, don’t let them see that there are multiple fields and forms that need to be completed.
If you do, they may decide it isn’t worth the time and effort. In fact, simplicity in all things is the way to go.
That includes your value proposition. Also, it encompasses the action you’re asking the customer to take.
Choose Your Words Carefully
Your call to action needs to be specific. Yet, it also must compel the visitor to take that action. Here’s a good way to help them along.
Try introducing the concept into their heads. This can be done through the use of definitive action words.
In this regard, be as bold and descriptive as possible. Accordingly, these will almost always be verbs.
These words include: act, jump, grab, take, start, miss, boost, keep, furnish, build, and buy. These are only a few calls to action.
They will get your customers in the mindset of taking you up on your offer. Read the words you’ve chosen in the text of your website’s call to action.
How urgent is this call? Are you using soft words? Maybe, you’ve got words that spark the imagination to commit to something amazing.
In any case, be sure your audience knows exactly what they need to do. Consequently, they’ll want to get in on this great offer of yours.
If you have any comments about this topic or suggestions about future topics leave them in the comment box below.
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