Are you suffering from a low conversion rate on your website? Maybe you have been making layout or design changes in an effort to fix your low conversion rate or visitor interaction. Maybe you have even done all of the right things with your design where you have clear and prominent Calls to Action for the user in an attractive and easy to navigate design, but the traffic on your site still isn’t buying anything, booking an appointment, scheduling a call, or even leaving their email.
At this point, you need to step back and start looking outside of the design and into the offer and messaging. What are you offering to your visitors? Is this something that will improve their life or business? Have you clearly communicated what the results of accepting your offer will be? Ask yourself, “am I offering something I would buy from someone I don’t know or trust?” This is what your website is asking people to do. If the first time someone encounters your company, you immediately ask them to buy something then, unless your product is amazingly unique and useful, you are going to have a low conversion rate on your site because you haven’t built up any level of trust with the customer so it is a risky transaction for them.
What you want to do, is create an irresistible offer for your customer. Make it as easy as possible for them to say yes. If you are offering value for minimum risk or investment on their end, then they are far more likely to say yes. Here are four things you can do to make it easier for visitors to accept your offer:
1. Highlight the Positive Results
Look for your customers point of pain and provide a real solution. Show them how their life will be easier or better after choosing to do business with you. The key here is to find your customers felt problem. If you are a web designer and you find someone with a poorly designed website, don’t tell them that you can give them a better website design. You probably can, but a poor website design is not their point of pain. Their problem is more likely that they don’t get many leads or sales from their website. Instead of simply offering a better website design, show them how a better website design will lead to better results from their website and increase their revenue.
Another important point to mention is that if your product or service can’t fix a real problem, then you shouldn’t be selling it; go find something that will and sell that instead.
2. Reverse the Risk
Entering into a new business relationship with a company you don’t know is a risky move for any business. You can get over this barrier by taking the risk that your customer would have if they hired you and transferring it to your company. Here are several ways you can do this:
a. Offer a Free Sample or Trial
If a potential customer doesn’t trust you yet, but you believe that your product or service will add value to their life or company, then letting them try it for free is a good way to transition them from someone who simply wants to fix their problem, into your customer. Once they see that your product or service fixes their problem, they will pay. If it doesn’t fix their problem, then either your product or service is flawed and you need to fix it, or they are not your target customer and that is ok.
b. Give a Results-Based Guarantee
If you are not offering something that makes sense to put into a trial, then offer a results-based guarantee. You can instill confidence in people by offering a money back guarantee if they do not see reasonable results. Of course, you should only offer a guarantee if you are confident about the results you will bring. And the results of your services may vary from customer to customer, so you may not always want to offer this. However, if you are reasonably confident about the results you can bring, then this is an excellent way to instill confidence in any customer.
3. Reduce Decision Friction
Decision Friction is anything that makes it more difficult for your customer to act on your offer and enter into a business relationship with you. You want to remove as much of this as possible in order to make it easy for people to become your leads and customers. If you are trying to get people to sign up for your newsletter, then only collect their email. Don’t get their name, address, phone number, or anything else. People don’t like filling in long forms, and they certainly don’t like giving personal information to a company they don’t trust yet. We are all sick of unwanted phone calls and junk mail.
If you are offering a free trial of a software or service, don’t ask for payment information to start. People are far less likely to sign up for a 30-day trial of your services if they have to give their credit card information because they assume that you will start billing them automatically when the trial ends and they don’t want to worry about forgetting to cancel their subscription. If you are confident about the benefit that your business will have on potential customers, then they will give you their payment information after they see that. If you aren’t confident, then you need to work on your product or service. Don’t sell cheap quick solutions that won’t add value to people’s lives.
Conclusion
By presenting an offer on your website that shows how the results of doing business with you will solve your customer’s problem and improve their life, reversing the risk of the business transaction, and removing as much friction as possible; You will be able to watch as more of your visitors turn into leads and then customers.
If this content has been helpful and you want to hear more, make sure to check out our free eBook guide on “Turning Website Traffic into Sales”.
