We all want to increase our conversions. A conversion is when someone does whatever it is you want them to do on your website. Whether it be purchasing a product, using a contact form, or entering a sweepstakes, more conversions are good. Your conversion rate is the number of people that actually do what you want them to do, compared to the total number of people that visit your site. Whatever your purpose may be, there are several methods you can implement to increase conversions and driving profits.
It is so easy to get caught up in “serving all of the fish in the pond.” But the point is, the more targeted your content is, the more effective it will be. Let’s say I am selling fishing poles online and I want people to sign up for my newsletter. I could be general and speak to the general market, or I could get specific and speak to individuals about individual poles. For instance, I could target fly fishing on a page. Now when a fly fishers comes across my content, he is much more likely to sign-up for my newsletter because it speaks directly to him and his needs. Being targeted doesn’t mean limiting yourself, it just means that you are focusing your efforts in the profit maximizing segment of your business model. Create targeted content and you will see conversions that will be far greater than if you tried to cater to everyone.
Along with speaking to a targeted audience, speak benefits. Benefits are what makes us as humans buy and act on things. Many people use features, but the truth is, benefits are far more successful at converting. For example, when marketers sell to us with features, we automatically tie benefits along with those features. For instance, a winter jacket may have as a feature, “insulated liner”, we will automatically think, “So I’ll be warmer.” By tying benefits with features, you are forcing your prospects to think less and be one step closer to buying your products or services. Speak benefits to your target market and your conversions will immediately increase.
This has to be one of the most important points in increasing conversion rates. There are so many opportunities lost simply because there was no call to action. A call to action is a proposition or demand made that directs the prospect to where you would like them to go or do what you would like them to do. This is a simple deadly weapon. Many people would be pleased to do what it is that you would like them to with a little guidance. Use call to actions at the end or in between portions for your presentation to let the prospect know what they are supposed to do following your encounter.
A call to action may be to sign up for your newsletter, receive a free consultation, purchase a book, recommend a friend, and so on. Make sure that it is spelled out in simple letters so they can be that much closer to doing what you would like them to. When you really get comfortable with writing effective call to actions, you can maximize their effectiveness by combining them with benefits. For example, “Receive your free consultation now and learn how to increase your profit.” It’s simple and it spells out exactly what you want them to do and what they will receive. Call to actions are very effective, and when used correctly, they can have a great impact on your conversion rates.
Conversion rates are important. By using these three methods, you will be well on your way to increasing your conversion rates and propelling your business to the next level with sustained growth.
What are some things that have helped you increase your conversion rates?
Mike Calloway is the founder of Trinity Digital Marketing, a digital marketing firm that specializes in SEO and Web Design in Washington, DC. In his spare time he loves making music for Truth Lives Music, being president of Premere Auto Detail, and studying successful businesses. He can be found on Twitter at @WesTruthLives and Google Plus at +Mike Calloway.