Part of the difficulty of being an entrepreneur is that you bear the weight of each area of business, some of which you never signed up for or were never passionate about.
The pace is “go, go, go”, as you’re not only creating and refining your product, but also taking on the role of marketing director, financial advisor, creative team, copywriter, and the like.
And let’s face it, a lot of us don’t love analyzing conversion information. But an important part of the process is stepping back and taking a look at your conversion rates. Knowing these numbers will help you recognize when things get stagnant, and also when your business is experiencing growth (and why!).
It's time to step back and scrutinize your work with a critical eye. I’m going to lay out 6 tips to help you pull yourself out of the slump of low conversion rates.
1. Focus, Focus, Focus
It astonishes me how often conversion rates become secondary or an afterthought. Conversion rates are EVERYTHING! You absolutely must give focused time and attention to what your current rates are and what they should be.
If it’s just you, consider outsourcing the task. It’ll be worth the investment. If you have a team of people on the project, make sure one person has a primary focus on your conversion rates. This information will inform all areas of business, from designing the landing page to shipping the product.
These numbers can’t be ignored. I can’t tell you how many business do not know what their rates are. And it shows! All the marketing in the world cannot increase business if your page fails to converts people to sales, registrations, e-mails, or whatever it is for your particular business.
With this information, you’ll be able to recognize when you have low conversion rates, recognize when your rates have increased, and in turn, what brought about those improvements.
2. Great Copywriting Is Key
If someone reads through your content and is still unclear on what your product is, and why they should buy from you and not the guy down the street, they’re gone.
Great copy is a must. It affects whether or not a reader is open to giving you their e-mail, purchasing your product, signing up for your webinar, etc. You can’t sacrifice good copy and hope that something else will pick up the slack.
When it comes to copy, simplicity is key. Start with a killer headline. From there, write the way that you talk: like a human. Consider using numbers to attest to the success of your product. When it comes down to it, crafting the copy for your landing page is key to converting readers, to sales. Take the time to write solid, clear copy, so that the reader quickly grasps the benefits of your product, and clicks that “Purchase Now” button.
3. Fine-Tune Your Unique Selling Proposition
Soon after a potential customer clicks onto your landing page, they should have a clear understanding about what you are offering and how it will benefit them. This goes along with the importance of great copy.
The focus does not even have to lie on the ins and outs of what you’re offering, but how it will benefit them. How it will change their life. Why is it better than the last offer they viewed, for instance?
Avoid buzzwords that foster mistrust. Avoid being vague and ambiguous in an effort to garner a larger audience. People need to be able to understand what you're offering.
4. Provide Social Proof
Due to the power of the Internet and the massive amount of information at the fingertips of buyers, they are doing their homework and studying up on products and reviews.
The biggest factor that persuades a person to purchase your product is going to be the word of others. Make space on your page for those who are are committed to your product and rave about it. Use real tweets and Facebook comments. Include testimonials with photos on your landing page. This is a great way to give potential customers a window into how your product can help them.
This is even more important than saving money. Customers would rather know what they are investing in is tried and true than save a couple bucks.
5. Have A Clear Call To Action
The purpose of your landing page is to have a response you want users to complete. Do your best to persuade and entice buyers to take the next step. Your call to action needs to be clear.
It is important to have your CTA centralized, with as minimal options as possible. Use action words like: buy, register, subscribe, now, etc. Create white space around your CTA so that a reader’s eyes are naturally drawn to it.
When it comes to getting information from readers, require the least amount of information as possible. Your goal is to remove as many hurdles that would prohibit them from clicking. If you’re looking for readers sign-up for your newsletter, simply require their e-mail.
6. Your Page Must Be Mobile Friendly
The amount of purchases made from phones are at an all-time high, and still soaring. Not only that, but Google takes into account the mobile-friendliness of a site when ranking it.
Now that you’ve take the time to refine your copy and fine-tune your USP, it’s time to take a look at the format of your landing page with a new set of eyes.If potential buyers cannot successfully navigate your site, they may leave for good. And to state the obvious, what a shame to lose customers, just because your page is glitchy.
Let’s not stop there. Check your page in various browsers. Have a friend go through the purchasing process, to make sure it is smooth and no errors are encountered.
Take a little time to think through these principles in light of what you’ve got going on. As a result of the process, you’re going to have a good idea of what changes need to be made. And when you make those changes, you will be sure to see your conversion rates increase.
By Ricky Law, he is a freelance writer located in the UK. He is passionate about marketing and all things digital
Sawaram Suthar is head of marketing at Acquire, and also a founder of Jagat Media, a digital marketing agency. A digital marketing consultant, he has experience in things including branding, promotions and page optimization, along with research and strategy. He has an MBA from the University of Pune. Anyone can find him on @sawarams.