Typically, a business website will include all the information about your business: your products or services, maybe some history about the business or about you personally, relevant to the business. Good layout, nice pictures. If done right, SEO (search engine optimization) best practices will have been implemented, the content will be keyword-rich, and the site itself well-organized for both the users and the search engines to follow.
However, while a site may look great, contain good information, and be rich in keywords, the real goal of the site is to eventually convert the viewer to a customer. You want them to say to themselves, “I feel good about what I see here and I want to take the next step.”
Choosing the Right Words
Certainly you want to provide the information that helps the customer make a logical decision, but in the end, they want to feel that they’ve made the right decision. The words on the page have a lot to do with conveying the right message and the right emotion.
Based on their research, here is a list from Red Rocket Web Specialists to get you thinking about how the message comes across from your website:
- Replacing words like “learn” with exciting, mysterious words like “discover” could nearly double the conversion rate.
- Removing the word “buy” and replacing it with other phrases like “order now” or “take advantage of this offer” increased conversion rates by as much as 26.7%.
- Adding a money-back guarantee increased the success of the sales copy by 207.6%.
- Adding a deadline to encourage people to act now increased conversion rates by as much as 68.5%.
- Adding first name, last name, city and state to the testimonials increased sales by 34.4%. [Editorial comment: Testimonials are almost as good as word-of-mouth recommendations. Use the compliments from your customers. Ask for their permission to use their name.]
- Adding the person’s picture next to their testimonial increased the conversion rate an additional 12.9%.
- [If you have an e-commerce site…] Making the “add to cart” button say “order now through our secure server” increased sales by 15.8%.
- Making the same button look 3-dimensional so it looked clickable, increased sales by an additional 31%.
- Adding a sign up form to collect names and e-mail addresses increased sales by an astounding 237%!
- Highlighting important phrases in bold or in yellow increased sales by 73%.
- Removing generic words like “things” or “stuff” and replacing them with more specific words increased sales by 6.2%.
- Adding graphics like a picture of a lock and the BBB logo to assure visitors that the shopping cart was completely safe and secure increased sales by 26.8%.
- Adding the Visa and MasterCard logos to the bottom of the page by the order button increased sales by 7.3%.
Making the Conversion
Once you have a viewer interested, you want to make it easy and obvious what they should do next. If you want them to contact you, make sure your contact information (phone, fax, and email address) is clearly visible on the page.
The email address can be hot-linked to pop up a window to create an email message, or you could have it pop up a form for them to fill out which gets submitted to you. Don’t encourage abandonment by asking for too much information in a form. Get the basics that will allow you to open a dialog with them.
If you want them to drive to your location, provide a map that they could print to take with them.
Place links or buttons on the page that makes it easy for them to take the next step without having to search or go to another page: “Buy Now,” “Order Now,” “Get a Free Quote,” “Request a Price List,” “Place Your Reservation,” etc.
Sometimes the viewer is interested in your products, services, or information, but is not yet ready to take action. You can still encourage continued engagement such as signing up for your free email newsletter, following you on Twitter, “liking” your FaceBook page, subscribing to your YouTube channel, etc.
For instance, at the bottom of every article or post add call-to-action wording such as:
- “If you liked this blog post, let us email you when we’ve posted others.”
- “If you want to learn more about _____, sign up for our weekly newsletter.”
- “If you want to stay abreast of what’s going on in ______, be sure to follow us on Twitter.”
Make sure you keep your end of the bargain by emailing them, creating blog posts and newsletters, and providing regular tweets.
What conversion techniques have you found to be successful for your website? Leave your comments below.