Most people that use AdWords advertising spend most of their time trying to get a good quality of traffic through to their website to ensure conversions, they therefore focus on compelling adverts, focused list of keywords and other strategies based around this to attract the right audience to the website. We have found that most companies we come across fail to acknowledge the importance of providing the information customers need on a landing page. Optimising the page a customer reaches after clicking on an advert is therefore a fundamental part of the sales process that should be analysed and tested on a regular basis.
By implementing the 5 techniques mentioned below, we were able to take conversion rates of 2%-5% and increase them to anything between 10% and 40%. Thats right! up to 40% and this isn’t uncommon when you implement whats mentioned below.
1. Client’s Perspective
Most companies start by talking about themselves and forget to think about what information the potential client is looking for. It sounds simple but we find so many companies accidentally fall into this way of thinking. Take a look for yourself, visit a few website and I’m sure you’ll find some examples. This shift in content on the website in itself, should help build a rapport with someone who is engaging with your website for the very first time. Asking the questions your potential customers are also thinking about would be a great start to hook this audience in.
Confusing a website visitor is one way a lot of companies lose potential customers. Limiting the wording on your web pages so it’s as simple as possible to get rid of any distractions is the difference between a new website visitor making an enquiry/buying your product and leaving your website. It’s important to note that we have around 10 seconds max to grab their attention and encourage that visitor to read on. Using a clear call to action will also help with this, making the audience understand what you are trying to sell and how it would benefit them.
Creating a sense of urgency is an effective approach to increasing your conversion rate. For instance using a “limited time only” offer, compels visitors to act quickly which means they are more likely to apply for what you are trying to sell them.
Boohoo is a great example of someone who create the sense of urgency where they have a limited time on reduced postage.
This induces users to act quickly and take your intended action. Timers are a great way to create panic and urgency as visitors can see time ticking away as they are looking at the page.
You can also use implied urgency using words like “now” and “improve conversions today”. This pushes your audience subliminally to getting your offer. This is a great technique to use if you are offering a bonus offer that will attract your audience.
Creating urgency makes your audience realise that they need your product sooner which works to your advantage.
3. The power of an offer
If you can get your users to feel like they have received a bonus product or a freebie they will be a lot more likely to purchase from you.
For instance this could be a free taster session to see if you enjoy the the service, a free product when you buy in large quantities or even free delivery so if you don’t like the product you can send it back. This makes the audience feel like they have got something extra but actually you have just achieved a conversion that may not have happened otherwise!
A free offering can give you an edge against your competitors and therefore achieve more sales.
A great product demonstration is not just about alerting customers of your product, but is about informing and showing them how it can benefit them as an individual and how it can provide solutions to their problems. The four major supermarkets do demonstrations because it gets customers buying a lot more than they need.
Another incredible example of this is a website called try.com which lets you try on your favourite brands before you purchase them. This is the holy grail for compulsive shoppers!
4. Social Proof
Social proof is the positive influence created when a person finds out that others are buying a product or using a service. It shows reliability in a product or service especially when its shown through third party reviewing agencies.
The more reviews a company picks up, the more experiences are shared with your brand and those who visit your webpage are likely to connect with one of the many reviews .
A whopping 63% of consumers indicated they would be much more likely to purchase from a site if it has product ratings and reviews or showed previous customers who brought.
Similar to urgency is the concept of scarcity, this is where the state of a product or service being scarce or in short supply makes clients buy the product.
This is a great way in which to convince someone they need to buy right now, before supplies run out. This increases the fear of missing out on the desired opportunity.
A study was conducted in 1975 where researchers wanted to know how people would value cookies in two identical glass jars. One jar had 10 cookies while the other contained just two. Though the cookies and jars were identical, participants valued the ones in the near-empty jar more highly. That is the scarcity principle in play.
Amazon is a good example of a company that creates scarcity, they mention to the users of the site how many products are left in stock. For instance below you can see that only 1 of the pair of shoes is left in stock. Therefore if you really wanted this pair you would buy them straight away without thinking like you perhaps would if this was not there.