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Author’s Bio: Ben Allen is a marketer and content creator passionate about helping others be successful. When he isn’t writing about marketing, he also talks about education, mental health, video games, and parenting. You can see more of his writing by following him on Twitter @allen24ben.
The average human’s attention span is eight seconds. That means, the quicker your web visitors understand your business, product, or offer, the better off you are. Especially on the internet, people get distracted quickly. About 55% of visitors spend 15 seconds or less looking at a single page.
That means on your conversion pages, you have to snag your visitors attention fast. On the internet, you aren’t just competing with your competitors, but with everything else found online. You are up against Facebook, Twitter, Buzzfeed, Youtube and more for your visitors attention.
Once you have their attention, you have to convert fast, before they lose focus again. While pursuing these faster conversions, here are some ideas to keep in mind.
1. Short, Sweet, and Interesting
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What makes a stereotypical salesman annoying? They are often pushy, long winded, boring and insincere. You don’t want your page to be like a salesman.
You need to keep your conversion pages interesting and short. Entertain and engage your visitors so they don’t bounce away. Display your product through helpful pictures and videos, showing the benefits they could receive, and know when to stop selling and just let them buy. It might be tempting to fill a page with lines of text detailing every tiny feature and benefit, but doing so will only bore visitors.
This also includes removing distractions. On a conversion page, everything needs to focus on converting. Ads, other offers, and general “noise” on a page is counter productive. Your content should also be distracting free. Cut out filler statements and anything that doesn’t support your conversion.
2. Lower The Price Of Conversion
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If you are looking to gather information from leads using a lead generator offer, the more you require, the more likely consumers will be scared away. As people become more wary of giving away information online, a form with several fields to fill raises their suspicions. If you want somebody to convert quickly, only require the bare minimums, like email address and name. The less you require, the better you’ll convert.
The price of information you require from visitors has to match the value of your offer. Requiring too much for a simple guide or chunk of information will turn them off. Visitors should feel like they are getting a good deal for their information, not like they are being taken advantage of.
If your concept of conversion includes a purchase and you are having difficulties selling your product, you might want to look into a way to lower the initial buy in. This could include giving out a free trial of the product/service, or just lowering the cost. Giving a discount to first time users can also give visitors an incentive to convert.
3. Limit the Availability
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The words “buy now” and “while supplies last” places a sense of urgency into a call to action. If a visitor knows an offer will still be there tomorrow, next week, or a year from now, than there is no need to do it now. One reason big sales at physical stores do so well is because there is a limited availability, making the consumer think that if they don’t act immediately, they are missing out on saving money.
A similar approach with your visitors can encourage them to convert. Having a deadline, limited supplies, or giving out your offer on a first come, first serve basis are just a few ideas. This tactic requires walking a thin line of having a believable limited availability and coming across as a spammy site, lying about their supply. Placing a “limited supply” on a digital copy of a product is ineffective because consumers know there isn’t really a limited supply. But, if you advertise a sale with a sale end date on the digital copy, it does place a sense of urgency onto the consumer.
Other ideas include limiting an amount of free demos your business gives out each month, having contests for free products and providing a select number of discount codes for products. These types of limits push consumers’ competitive side, making them afraid somebody else will get the deal they wanted, and convert quickly.
4. Build Trust and Credibility Quickly
The internet is a scary place, filled with hackers, identity thieves, scams, and viruses. Well versed internet travelers understand this, and are wary of the dangers. If your site is asking for personal and credit card information, you have to pass the highest levels of scrutiny. Consumers that don’t trust your site and business will take their money elsewhere.
Building trust takes time, but you don’t have enough. Remember, you only have a few seconds before your average visitor leaves your page. Within those few seconds, you must be perceived as a trustworthy and safe site. The first step is to have a professional and clean looking website. Your site should be easy to navigate, easier to understand, and without spammy ads. The next step to quickly build credibility and trust is to show off other people who trust you. This can be through featuring customer reviews and displaying logos of news sources that can vouch for your product or business. A great example of this is AutoGrow’s own homepage.
If you are gathering sensitive information, publicizing how you will protect their information can also build that trust. Because of the huge data breaches in recent history, like with Target and Adobe, people are even more cautious giving out credit card and similar information. Being verified by third party solutions, like Paypal, the BBB and Norton, raises that trust. It shows that your site is validated by these solutions and you are safe to do business with. Make sure that wherever your site asks for personal information, or credit card information, to display these badges of trust.
5. Targeting Your Perfect Visitor
To convert quickly, you can’t have a broad selling approach. Either you will spread your content to thin in an attempt to appease everybody, or you will alienate your ideal customers by focusing on irrelevant topics. The more you can focus on a specific type of consumer, the better chance you have of them converting.
Understanding your perfect visitor requires a lot of research. The first great source of information is your site. Dig through your site and find out what types of people are converting, and what other pages they are looking at. Find information like what times are most popular for conversion and are they converting more from a computer or a mobile platform? Are there specific pages that have high bounce rates?
After you’ve combed through your data, it’s time to compare it with trends on a larger scale. Big data helps you find patterns in large demographics, including those that hold your ideal visitors. These type of trends can include what people are searching for at any given time, what people are talking about and sharing on social media, or even discover visitors’ genders or ethnicity. Leaders, both in government and businesses, are using big data to improve interactions with the general populace, even going as far as President Obama dedicating a part of his administration to Data Science.
Once you have a better understanding of your visitors, it’s time to target the ones you want. Make everything on your conversion pages relevant to them, so it feels like you are talking only to them. No longer is your page a bland sales pitch, but it becomes the perfect solution to them. Since you’ve worked so hard to target them, you are able to handle any concerns, answer all questions, and showed them the value of your product in their life. If done right, there should be nothing stopping them from converting.
And Remember . . . Stay Friendly and Personable!
While pushing visitors to convert quickly, it’s easy to become too pushy. Nothing raises a red flag with a consumer faster than an overly pushy webpage. With every tactic to converting quickly, make sure you are still friendly and professional. Proper encouragement to convert quickly is subtle and gentle, not flashing the words “Buy Now” over and over across the screen.
Do you have some tips about converting visitors quickly? What hasn’t worked for your site? Share with us in the comments below!