Do you want more website traffic? Looking to make more sales?
Then you need to focus on optimizing your web assets (e.g., landing page, ad copy) for conversions. Don’t know how to do it? Don’t fret. You’re not alone.
Truth is, conversion optimization, landing page conversions, website conversion rate, or whatever you’d like to call it is at the heart of your digital marketing business.
You can’t ignore it.
When you build a sales funnel, the end goal is to increase conversions. Period.
At this point, you might even be confused – not knowing where to begin. What should you split test, and how long to stick to a particular campaign.
What I’ve discovered myself is that a website that doesn’t convert is useless. In fact, if you get 10,000 visitors to your website, if your product is damn cheap, then getting 2 – 10 people to purchase from you is a poor conversions rate.
But if you offer a high-ticket product that sells for $2,000 – $25,000, then a single order would mean a lot.
Maximizing your website visitors, content, and ads is what conversion optimization is all about.
So do you think it’s worth your investment or attention?
The reason for optimization is to increase conversions. It doesn’t matter whether the traffic source is search, social, or display ads.
Note that starting a website or online business is easy, but growing it into a thriving brand is somewhat difficult.
CRO is a practice for smart marketers. Don’t ignore it. Else, you’ll end up with tens of thousands of visitors to your website, but at the end of the day, these people aren’t buying from you.
I want to share 4 effective conversion optimization tips that you can put to work right now. Let’s delve in with the most obvious…
1. Get Ahead Faster: Leverage Relevant Tools
You need the right tools to get ahead faster.
Since testing specific elements of your landing page is a priority, you need to identify the right tools that will aid you along the way.
You can’t possibly rely on your instinct anymore – because customers’ needs have increased. Your instinct can only get you far.
But a tool will decipher the hidden data, and serve them to you on a platter.
You need a conversion optimization tool that can report accurate data and user behavior insights. Though, some of these tools are free, but it’s smart to set some money aside if you want advanced features.
Gone are the days when you’re expected to build a landing page from scratch, with HTML and CSS. With tools like Instapage, Unbounce, you can get a high-converting landing page ready in approximately 15 minutes.
Here’s an example of a well-designed landing page:
However, remember that as powerful as tools are, they can’t work alone.
It’s your sole responsibility to learn how to use the tool to your profiting. And when you do, it gives you confidence to set bigger goals and achieve them.
Sadly, not everyone knows how to use their desired CRO tool. According to a survey conducted by Convince and Convert, “most marketers are using six or more tools to measure marketing performance – but they don’t trust the results.”
In fact, 46% of respondents struggle with gaining actionable insights from reports.
Ideally, choose a tool that gives you the rare opportunity to build landing pages, a sales funnel, an email opt-in feature, split testing features, and much more.
Yes, it can be hard to find such a multi-faceted conversion optimization tool. But if you dig around a little longer, you’ll be surprised.
I wouldn’t want to sound biased, but I recommend you consider Unbounce. It has majority of the features that you’ll ever need.
Often, many of us don’t feel that we can move beyond our present situations, especially if it’s lingered for a long time.
It’s the same thing with running a digital business – you might feel that your efforts aren’t producing results, but if you leverage the right tools, and keep at it, you’ll definitely see results.
2. Develop An Acquisition Approach First
What specific plans do you have in place to acquire leads and turn them into customers?
Do you want to achieve your set goals by accident? I don’t think so.
The result that you’ll get at the end of the day boils down to your acquisition approach. Because it reduces waste of time and puts you on the spotlight.
An acquisition approach is simply your “strategy” for generating new leads and retaining existing ones. The truth is, it’s not as easy as you might think.
Though a lot of companies and brands frown at äcquisition approach, yet, according to an excerpt from a post that’s published on Harvard Business Review reads, “A close look at the world’s most successful companies reveals that, in general, they rely heavily on acquisitions to achieve their strategic goals.”
One thing you’ve to bear in mind is that your ideal customers are not always on the same buying stage.
Some of them are still in the awareness stage; trying to learn more about your business, while others are ready to purchase.
How you treat one Customer B and the language that you use in communicating with him or her should differ from Customer F. Why?
Because both customers aren’t on the same buying stage in their journey.
As an example, when you know that your customer is aware of your product and ready to buy, it’s wise to talk about features and most importantly, benefits. This is where you use psychology to nudge customers.
On the flip side, if your customer isn’t aware of your product, it’d be awkward for you to start talking about product features and benefits.
The ideal thing to do is to educate your customer on value not price, and show them the possible solution to their problems.
Don’t relate or communicate with potential customers blindly. Get to know them. Develop an acquisition approach (i.e., a strategy) that caters to every customer – regardless of the stage they’re in the buyer’s journey.
Trust me, this is hard work. But that’s equally a great news, because your competitors will ignore it. Will you develop a strategy today?
3. Capitalize on the LIFT Model
Are you familiar with the WiderFunnel LIFT Model?
In its basic form, the LIFT Model delivers to you a conversion optimization framework that shows six conversion factors for evaluating and analyzing landing pages from the perspective of the page visitors.
Here’s the conceptual illustration of the LIFT Model:
When effectively executed, the LIFT Model can lift conversions in a dramatic way. For example, Trafford Consulting saw a 91.4% increase in conversions after implementing the model.
In simple terms, when you create a new campaign, here’s how to apply the six conversion factors to get the most results:
i). Value proposition: As the most important of the six factors, you need to communicate the value of your product or business, and why people should choose you.
ii). Relevance: Make sure that your web page delivers on what the prospects expect to see. Your language, voice, style, offer, and more, must be relevant and match prospect’s needs and feelings.
iii). Clarity: In this instance, you’re required to convey your message (i.e., value proposition) clearly. Use eyeflow, visuals, copywriting, and calls-to-action to nudge people into action.
iv). Urgency: Your content or ad has one goal – to get people to take the next action. Therefore, match the visitor’s internal urgency with visible and useful incentives that they can see.
v). Distraction: Above all, make sure that your content is compelling. Else you give page visitors the option of diverting away from your primary goal – taking the next action.
vi). Anxiety: Let no element on your web page trigger a feeling of uncertainty for the prospects. Make them relax, and willingly click on your CTA.
The LIFE Model has helped hundreds of brands and marketers overcome the challenges associated with CRO. Put it to work and watch your conversions go through the roof.
4. Understand your audience pain points
There are basically two reasons why people buy products:
- People readily spend money to fight pain.
- They spend money to pursue pleasure.
Trust me, there’s a reason why pain and pleasure are listed in this order. For one, all things being equal, the stronger the pain, problem, or challenge people face, the more zealous they would like to get solutions (your solutions).
Come on, these pain points are basically customers needs.
According to Fastcompany, “referring to pain rather than needs or preferences reinforces the point: Customers are people. They appreciate the world through the prism of their experiences. They sense what challenges or bothers them—their pain—but they often can’t even conceive of the solutions—their needs.”
Moving on, you’ve got to know that for some reason, there are marketers who see conversion optimization as a daunting task. They assume that since they don’t know the inside and out and possibly predict results, that they’re doomed.
But that’s not true.
Yes optimizing your web pages to get better results may not be everyone’s nature, but you can learn it.
In the old days, conducting market research was more about being where your prospects are, than using tools. Because there were limited tools that could do it at the time.
In the past, you’d have to use focus groups, surveys, polls, and several other tactics to collect data from your market.
But today, it’s a different story. From the comfort of your desk, you can pinpoint your audience’s pain points.
Of course, the place of one-on-one market research can never be relegated to the background. You should do it. And make sure that you follow this sequence.
Remember that you can use software tools to get the job done faster. And you’ll be able to collect more accurate market data and customer insights.
If you truly want to get better conversions, get to know your audience. But I’m not talking about the generic knowledge. You need to know what challenges they’re facing – and your answers must revolve around it.
You can get heartfelt questions and concerns about your audience from a Q&A social site, like Quora.
Also, take notes of the places your audience frequents. For example, if they visit SEO blogs all the time, monitor them and you’ll discover a similar pattern in their questions, comments, and feedback.
Truth is, you need to get beyond your product and solutions selling. As you can see in the chart below – it all starts with understanding your customer’s pain points.
But just like writing, understanding your customer’s pain points is a skill that requires practice to master.
It doesn’t come naturally to digital marketers and many fall into the trap of assuming that the skill is only reserved for a select group.
To avoid this pitfall yourself, you can take online courses that are primarily targeted at beginners and intermediates. Why?
It’s because these teething phases give you a firm grip of the mechanics that will ensure your success. It doesn’t matter what you want to test, if you don’t know what you’re aiming for – even the best tool can’t help you.
You can effectively create campaigns that converts.
It doesn’t matter your level of expertise – as long as you focus not just on identifying what pain your customers are facing, but equally figuring out when people desperately need answers.
Here’s what you should know:
It’s a lot easier to convince and persuade people that your solution is right for them, if those people are hungry for solutions now.
People are willing to solve intense pain, not something they can still manage.
What does that mean?
Well, if you sell babies toys for example, you’ll agree with me that the kids are the ardent users, but your ideal customers are…
You already know it… Parents.
So you need to optimize your content, ad, landing page, and more, for the customers, not necessarily the end user.