Increasing the number of visitors to your site is already a time-consuming and expensive task, so why not make sure you’re converting each and every visitor?
Even if you are getting million visitors per month, ‘visits’ alone do not equate to a successful business.
You only make money when you convert some of those visitors and turn them into customers.
There is no point in getting visitors who simply click-through to your site and pass on (It’s worst when you’ve paid for those clicks).
Imagine you could increase your conversion rate by 15 to 25 percent in next 3 months without spending an additional dime on traffic acquisition.
What if I could tell you that I have 9 tactics that you can follow to help convert your visitors into customers?
So as long you are paying ATTENTION to what I’m going to tell you, it really can be that simple.
Here’s how to convert your visitors into customers:
1. Offer Something For Free
I know you have started your company to make money so it might seem counter-intuitive to give away something for free.
But most sales process operate by something is given away for free, in exchange for an email address.
So, before you do anything else, the first thing you need to figure out is what you’re going to offer to your website visitor.
And, what you are going to give away is going to depend on the audience that your business caters to.
So you need to do some research in advance so that you can figure out things your audience appreciates and values.
If your business is built on a subscription model, you may benefit by providing a product demo or free trial, so that your visitors can receive a demo of your software to see if it suits their business needs or not.
It will help you achieve two things:
- First and foremost, it will answer those questions that a customer might not think to ask, but that is preventing them from buying.
- It also reflects the confidence you have in your product or service – a confidence that will rub off on potential customers.
Please remember some of your visitors are cautious about free trials because they’ve been previously tricked by companies who use the trial to lock them into something they don’t want.
Don’t be that guy!
It may pay you in short run, but it will not going to work in the long run, also it will hurt your company reputation.
Canceling should always be quick, easy, and hassle-free.
Along with it, you should offer extended trials to ‘engaged’ users.
There will be some users who will just sign up and use your product for few days and forget it. (Don’t worry about them)
Here is one great example that you can learn from BuzzSumo.
This is the first reminder they send to their users informing about their free trial is coming to an end.
If you have any questions about their product or you want to use their product for few more days, all you need to do is just reply to that email and they’ll get straight back to you.
If not, they will send you another email when your free trial is over.
There is no need of doing with every user. If you get the sense that a user is still undecided, then only you should offer them an extended trial.
They get more time to test out your product and they get a taste of your excellent customer service.
On the other hand, if you’re not a SaaS-based company, you can offer a free PDF that teaches your target audience how to solve a specific problem.
If you choose this option, make sure the information you are giving away really hits on a pain point that your target audience is struggling with.
If it doesn’t, then those who visit your website won’t feel compelled to enter their email address and access what you’re offering.
While creating this PDF, make sure you put in the time and effort, in order to make it useful and easy to read.
After that, if you send them the following emails they will be more inclined to read it because you’ve already earned their trust with a great piece of content.
2. Implement Signs of Social Proof
Let’s face it, people like to follow the herd.
If they think plenty of other people are buying your product, they’re more likely to do so as well.
Here are some different ways, by which you can implement social proof:
You’ve seen it before too.
Everyone is using them because it simply works!
If you aren’t using them already, start doing it now, seriously.
Whether it’s the companies that have used your products/services, mentions within press pieces or awards you’ve received, you should try to showcase them all.
In B2B companies, displaying the logos of your current clients shows potential new clients that they’ll be in good company.
It will help you increase your conversion rates, at least by 2-3%. Although that isn’t a huge number, every little bit adds up.
You may or may not see a conversion increase of 10-15%, but it’s worth testing.
It sounds easy to create and use testimonials, but most people don’t know how to use them effectively.
When you’re choosing testimonials, there are a few key ingredients to look for that make the difference between an ineffective testimonial and one that sells.
Here’s an example of simple, but ineffective testimonial:
What’s wrong with that? It sounds like you have a happy customer on your hands!
But what does this testimonial really tell your visitors? Does it prove the product works, or explain exactly how your customer benefited from using it?
While the feedback is definitely positive, and it contains a full name and image too, the testimonial doesn’t provide enough detail to have any real impact on your visitors.
Here’s an example of effective, benefits-driven testimonial that will turn a visitor into a customer:
What makes this testimonial so powerful? Sure this testimonial is a bit long, but it’s authentic, filled with benefits, substantiates your claims and it’s from someone your audience can relate to.
If you can get a 3-5 testimonial from a well-known face, do so (perhaps by giving free samples to people in your industry).
But if not, even an authentic review from an average person will still have a positive impact.
When using testimonials, I’d suggest you to use them across the whole site. From sales pages to checkout pages, use them on any page that can impact a sale.
Have you noticed that people move in herds? If they see other people are buying iPhone X, they’ll typically do the same.
If a lot of people are doing something, they must know something you don’t, right? Showing how many people have bought your product or service can boost your sign up rate significantly.
Basecamp also does something similar by telling their visitors how many customers signed up in the last week.
If over 3900 companies signed up last week, there must be something great about their product.
You can also show your visitors how many people have recently signed up or are currently using your product or service.
You can use a tool, like Optimizely, in order to accomplish that.
3. Create a Product Explainer Video
Earning your visitors trust is not an easy task.
Even if you offer the best product or service in your industry, there is no guarantee that people will love it.
Sure, you can give them a free trial or provide a money back guarantee so that they can get a sense of your product.
But there are some users who are just not ready for a commitment.
So how do you solve this problem?
By creating explainer videos.
Explainer videos are short marketing video used to explain your company’s product or service, how it can help the customers with their problem and why that product or service is the best option in the market.
Dollar Shave Club is one of the best examples of a well-structured explainer video.
They start with a brief overview of the service, they introduce the problem and re-iterate the solution their service offers.
If you got time, I’d recommend you to watch this short video to get a sense of what is involved.
The other example is from my favorite email marketing platform – ConvertKit.
When you visit their website, you’ll see a tab stating ‘watch the demo’, it explains everything you will get if you sign up for their product.
Here’s another example, from my favorite landing page creator tool, Instapage.
When you visit their website, you’ll see a tab stating ‘watch video’, it explains everything you will get if you sign up for their product.
Want more example?
I can mention hundreds of example more, literally.
Explainer videos are extremely popular – some sites boast of conversion rates increasing by as much as 144% after including an explainer video on their website.
If you aren’t using them already, start using them now.
If you’re already using them then make sure you are using them properly.
You might think any video is better than no video at all, but a poorly made video could actually hurt your conversion rate.
Here’s one great post from Grove, it’s worth a read. (bookmark it and read it later on)
4. Implement an Exit Overlay
You’ve seen it often, whenever you try to leave a website a pop up comes asking you for something (usually an email address).
That is exit intent overlays.
It detects user behavior and prompts them with a targeted campaign at the precise moment they are about to leave.
You will see pop-ups all over the web. Chances are, you even hate them!
The reason you see them even you hate them is because they work.
People wouldn’t keep pop ups on their site unless it was converting.
Some site owners are afraid to use them because pop-ups hold for being intrusive and annoying.
But if you’ll use them effectively, your visitors won’t get annoyed and at the same time, your conversation rate will increase.
And how do you do that?
Don’t show popups immediately right when someone comes to your site.
Let them be on your site for at least 25-40 seconds, and right before they’re going to leave, that’s when you show them a pop-up.
You can use it for different reasons, such as:
To offer an ebook.
To offer a discount.
Or to offer a case study.
There are other reasons as well, but it’s usually done for collecting visitors email address.
Email marketing is one of the best ways to convert your visitors into paid customers.
You can create popups that take up part of the screen or the whole screen (perform better).
Now, when you create a popup, don’t create something that just says “Join my newsletter”, “Subscribe” or something similar.
There’s no incentive for the visitor to give his or her valuable contact information.
You have to do something that provides value.
You can do it by offering free e-books, a guide, free consultation, or anything that would entice the visitor to share their email address.
Now you need to engage with these people through a conversion funnel where you provide them some more information, offer a solution to their problem, and eventually turn them into a customer.
5. Implement FOMO principle
FOMO, or the “fear of missing out” is that nagging feeling that if you don’t do something – say, go out with your friends – you’re going to miss out on something great.
If you’re not implementing FOMO in your marketing strategy, you are missing a lot.
There are lots of reasons a visitor might choose not to buy, but a big one is because they tell themselves, “I’ll do it later.”
Maybe they’ll purchase it tomorrow, next week or next month. But most of the times, ‘later’ never comes.
Well, the solution to this problem is pretty straightforward.
You simply need to show the visitor that if they don’t complete their purchase now, they might miss out on the chance to complete their purchase at all, (or, at least, at that price).
When Neil Patel put a countdown clock on his blog neilpatel.com, he noticed an 11% increase in the conversion just from that one little tweak.
This strategy’s nothing new, most big e-commerce sites are utilizing it in one way or another.
Here’s one example from Amazon:
Amazon shows you how much time you have left to order if you want to get it delivered by particular date.
The key element is, you should make your deals available for a limited time only, or in a limited volume.
If you do that, you’ll notice an increase in your conversions.
6. Customise your pitch
Let’s admit it, people love being treated specially.
Who doesn’t want to sign up or buy, when you offer something that is just for your customer?
I know, I would have.
So why not personalize your webpage by putting in unique information targeted towards each of your visitors?
One way is to include the person’s city within your copy, you can do this through geo-targeting.
You can use a tool, like Maxmind, to insert your visitor’s city and state within your pitch.
For example, if you are selling haircuts services, you can use Maxmind to create a custom headline that will insert the visitor’s city into your headline. It would look like this:
Learn How You Can Have The Most Beautiful hair in San Diego, California
The other thing you can use to explode your sales, and engagement all while on auto-pilot is by using PicSnippets.
What PicSnippets is, it allows you send a personalized image-based information to your readers.
So where you can use them?
You can use it to welcome your new customer to the family!
You can make them feel truly special by wishing your customers a happy birthday in style!
You can use it for your webinar or appointments by sending personalized reminders.
You don’t really take a picture each and every single time, by using this software you can dynamically insert your customer’s name into the image.
So when your customer sees a customized image or a sign with their name on it.
They’ll feel truly special.
7. Optimize your About Us Page
I’m much sure you already have an about us page on your website.
But, are you sure that it is optimized for conversions?
Most of the “about us” page include what the company does, for how long they are in business and a series of staff profiles.
Sounds familiar? If your ‘about’ page falls in the description that I’ve mentioned, sorry to say but you’re missing out on a big opportunity.
It’s not like they are bad or something, but you can make it really interesting, and most importantly, optimize it for conversions.
For example, this is what Moz’s about page looks like:
I will tell you why that page is optimized for conversions, for now, here’s another example Groove’s about page.
I know you would be thinking – what’s special about them? They’re just like another about us page.
Initially, it seems like but it’s not.
These pages are connecting with their visitors because they’re telling a story.
Let me teach you how to create an effective about us page.
The first thing you need to do is to connect with your visitors, and how do you do that?
As you may have guessed, by creating a story.
You need to break down, who you are, what you do and how you are going to help them.
You need to create an emotional connection, and by telling a story you can keep them engaged.
The next thing you need to do is not just talk about your business but you need to talk about how your product or service is going to help the visitors.
If you don’t help them, there’s no point for them to stick around.
Remember, It’s not about you it’s about them.
The next thing you need to is you need to be impactful.
What I mean by impactful is, you need to connect by using adjectives and words that convey emotion and power.
The words you choose in your titles and description can have a significant effect on user engagement.
The core emotions you need to address in about page are fear, desire, and complacency.
The second last thing you want to do is keep it short.
If your about us page has more than 500 words, or it is more than a two-minute video clip.
Then you’re going way too much and you’re going to get a bit drop off.
So don’t make it long and keep it short.
The last thing you need to do is leave an action point.
Most people on their about us page just say hey it’s us and check it out.
Well, what is there to do after people read it?
Should they check out your products or services? Should they leave a comment?
Give them some directions.
If you’ve visited the Groove about us page I previously linked to, head over to “A note from Alex, our CEO”, to see what I mean.
If you have read Alex’s note, you will notice that it’s not about the company. It’s about their customers.
He talks about how Groove can be the solution to their problem and he concluded it with a couple of CTAs.
The same is the case with the Moz’s about us page, in the end, there is a CTA which says “Read Rand’s blog”.
And that’s the reason why I said they are optimized for conversions because they have the following elements:
- They conveyed a story
- They didn’t just talk about their business
- They’ve made it impactful (by using power words and adjectives)
- It was short
- They have left an action point
If you will follow those steps, your visitors are more likely to connect and go from being a visitor into a customer.
8. Use a landing page
I’m not going to cover how to actually create a landing page in this post, as I’m more concerned with the conversion rate optimization.
However, if you want to learn more about creating a landing page, you should read this guide.
The only thing we need to work upon, is how to create a landing page so that it is going to boost your conversion rate.
There are many things that can affect a landing page’s conversion rate, but there are three key factors that can change it significantly.
The first factor is Headlines.
Initially, you may or may not write a great headline but after some practice, you can get it right.
The most important thing that you want to keep in mind is “Showcase the benefit you’re offering” to your visitors.
As I have said earlier in this post, It’s not about you it’s about them.
What’s in there for your visitors? Your goal is to quickly tell your website visitors that what’s on the other side of the opt-in form is worth having.
If you need some help, study other’s landing pages and note how they’ve made their landing page enticing.
The second thing that can significantly impact conversion rate is Images.
I can’t tell you what kind of images you should be using on your landing page because it will vary from individual to individual.
But remember this, Images do affect conversion rate to a great extent.
Again, you can learn what kind of images you should be using by studying other landing pages.
The third thing that can improve your conversion rate is Number of form fields.
Research has found that, by having fewer form fields, they were able to increase the opt-in rates on their landing page.
Leadpages ran a test and found that an opt-in box with only one form field, raised conversions by 12.44%.
The color that you use in a call to action button can also improve your conversion rate.
Leadpages, for example, found that a change in button color increased conversions by 86.41%.
The odds of you creating a perfect landing page, in the first time, are very low.
Therefore, after you have created your landing page, you’ll need to split testing.
Here you will change element on your landing page so that you can see which version is performing better.
You can change various elements such as form fields, Images, call to action button color, copy (long vs short), using testimonials and so on.
The two things you should keep in mind while carrying out split testing.
First, make bigger changes rather than small changes because a small change is probably not going to create a significant change in your conversion rate.
Second, while making changes, make sure that you only change one thing at a time.
For example, don’t change the Image and the CTA color at the same time.
If you do so, it’ll be difficult to figure out what caused the actual change in your conversion rate.
I’ve tried them both, and they both work well, so it’s a matter of personal preference which one you choose.
LeadPages is cheaper while Instapage is costlier (but have more features), both provide a 14-day free trial, check them out and see which one is best for your business.
9. Have a conversion process
Before I conclude this post, let me tell you one thing clearly.
There’s no point in collecting tons of leads if you don’t have a method for turning those website visitors into customers.
Tell them, what makes your product or service different, or better than your competitors.
Engage your visitors by asking for assistance, tell them you’re always there for them if they need any help.
If you are offering your customers value as we have already discussed then you shouldn’t feel guilty about asking for the sale.
And last but not least, always say “Thank you.”
You must send out a personal sounding ‘Thank you’ email with the order confirmation you send out.
It doesn’t cost a penny to have good manners and show your buyer appreciation!
Here’s the email I received when I started using ConvertKit.
Here’s the other half:
It really made me feel special, and it feels like I’m part of their family.
There are many ways you can convert your visitors into customers, you just have to put some work.
I’ve shown you 9 different ways that you can immediately apply to start converting your website visitors into customers, but there are many more.
The above methods are just some of the ones that worked for me and a few other businesses out there.
Start using them as soon as possible.
You will improve right away and will continue to improve as you use the tactics over time.
And yes, the result will vary for everyone. You may not see a big increase, but you’ll achieve success from the sum of all the small increases you get.
I’d also like to hear about any other way I missed in this post, so leave me a comment below and let me know about them.