In the Digital Space, i have been watching tons of Design changes and the respective consumer responses. Though the right match is always a part of experimentation but over the time i have found some common elements which helps the website to convert better. Also i would be adding something useful at the very end which is a recent research that i conducted. Let’s start :
1. Good Copy
It all starts with a good copy, all successful online marketers know one thing for sure that you are not selling a product, you are not selling a service, you are not selling yourself. The only thing you are selling is the reflection of buyer’s image – that is in actuality what he wants to read. So there is no escaping good copy for a website driven by reader’s/customers psychology.
Few tips to go for great copy in your landing pages :
- Pay deep attention to formatting, whatever you write should be easily readable and understandable by the user
- Use crisp and clear copywriting no Einstein words
- Avoid grammatical and spelling mistakes as it would really irritate the user & make you feel like a newbie master (breach of trust)
- State the obvious (due diligence facts presented in a simple format)
I picked up a guide for you, Continue reading more for this topic here!
2. Focus on your Bounce rate and keep it low
One of the most important parameter in website is the bounce rate meaning the no of people who left your website without taking any action from the very first page. Higher bounce would mean bad designed websites i.e. engagement options poorly planned.
Few tips to decrease your bounce rate would be:
- Use polls, feedbacks, surveys to engage people
- Hava a give away on your website which is worth value to the users
- Have How to guides, videos, infographics on your website
- Plant the social sharing icons properly on website
- Give users an option to explore more content in, You may also like part at the end of page
- Implement a content rating system on website
- Do relevant internal linking of pages
- Plan the sidebar properly
- Use intelligence driven pop ups designed specifically for individual pages
- Invite users to take part in conversations via compelling copy
- Have a reward system for engagement on your website just like Time of India has it
- Keep a useful 404 error page
- Place ads mindfully
- Make your website mobile ready
These things can make your bounce rate less than 15% which is considered good for industry standards
3. Create a clear Value Preposition
One of the biggest problems with the websites is that they fail to nail the point of their existence. Avoid long narratives squirling down to same thing again, your value preposition should be the first thing that customer should see.
Once you are set with USP, go for the Sales Funnel in 3 easy steps
4. Good Landing Pages
Your website is the reflection of your business, it’s the reflection of you. There is no compromise with great Landing pages. The following tips should guide you for the basic elements of a Landing page –
- engaging headlines
- simple and specific language
- benefits before features
- clear and compelling proof
- express calls to action
- confident guarantees
Here are few examples of great landing pages, go and check them now
5. Increase Trust
Let’s say you walk down the street, and some random dude comes up to you. “Hey, wanna buy an Moto G SmartPhone? Just 5000 INR. It’s brand new.” Would you buy it?
You know the product is good. You know it’s a really good deal. But you probably wouldn’t still buy it. Why? Because you don’t trust him.
Sales guru Zig Ziglar once said that there are only 4 reasons why people won’t buy from you:
- no need,
- no money,
- not in a hurry,
- no trust.
We can’t do much about the first 3 reasons, but we can build trust. Add trust elements to your website and see your conversions increase.
So what makes people trust a website? The good thing is that Stanford Persuasive Technology Lab has studied this over the years and has the answer.
Here’s the list, make sure your website has all of the items present:
- Make it easy to verify the accuracy of the information on your site. You can build web site credibility by providing third-party support (citations, testimonials, articles in well-known publications, source material) for information you present, especially if you link to this evidence. Even if people don’t follow these links, you’ve shown confidence in your material.
- Show that there’s a real organization behind your site. The easiest way to do this is by listing a physical address. Other features can also help, such as posting a photo of your offices or listing a membership with the chamber of commerce.
- Highlight the expertise in your organization and in the content and services you provide. Do you have experts on your team? Are your contributors or service providers authorities? Be sure to give their credentials. Are you affiliated with a respected organization? Make that clear. Conversely, don’t link to outside sites that are not credible. Your site becomes less credible by association.
- Show that honest and trustworthy people stand behind your site. Find a way to convey their trustworthiness through images or text. Post employee photos and bios that tell about family or hobbies.
- Make it easy to contact you. A simple way to boost your site’s credibility is by making your contact information clear: phone number, physical address, and email address.
- Design your site so it looks professional (or is appropriate for your purpose). People quickly evaluate a site by visual design alone. When designing your site, pay attention to layout, typography, images, consistency issues, and more. Amateur-looking websites kill trust, invest in a quality designer.
- Make your site easy to use — and useful. Research shows that sites win credibility points by being both easy to use and useful. Some site operators forget about users when they cater to their own company’s ego or try to show the dazzling things they can do with web technology.
- Update your site’s content often. People assign more credibility to sites that show they have been recently updated or reviewed. If you have a blog or a news section, make sure they’re updated regularly. Nothing says “out of business” like an abandoned blog.
6. Offer Proof
Whatever you claim, you need to back it up with proof. People are skeptical and they want to see the evidence.
So what kind of proof can you provide?
- Customer testimonials. People who used your products verify your claims. It’s a good idea to use testimonials from customers that were in a worse situation that the average customer. If even people in terrible circumstances could get the results, so can they!
- Case studies. We’ve all seen before and after type of case studies. Very effective.
- The results of scientific tests and studies. I know a log home manufacturing company that wrestled with the claims that log homes lose a lot of heat in the winter and they’re expensive to keep up. They commissioned an independent study from a well-known university. The study found that the log homes are as energy efficient as any other kind of buildings. Now the manufacturer can refer to this study to back up their claims.
- Third-party reviews. Did a trade magazine or a blog write a glowing review? Show it off and link to it.
- Social proof. If you have thousands of customers, make it a well-known fact. Nobody wants to be the only idiot using your service. If you have thousands of people / companies use your service, can’t be all that bad!
- Show it! Nothing like a good demo to prove what your product does. Use videos that showcase your product in action.
7. Reduce or Remove Risk
Whenever there’s a transaction, there’s risk. Usually the vendor has the buyer carry most of the risk. If the risk seems to big, the purchase won’t take place.
Offer guarantees to eliminate or reduce the perceived risks your prospects might have. Here are some examples of great guarantees:
- Hyundai and America’s Best Warranty. Hyundai struggled with years with a reputation that it makes crappy cars that break down fast. So they initiated a 10-year warranty – basically saying that ‘how can it be a bad car if we’re giving it such a long warranty?’ . Now Hyundai is considered the new Lexus.
- The Punctual Plumber. Plumbers are renown for being late. To combat this prejudice, they branded themselves as ‘The Punctual Plumber’ and will pay you for every minute they’re late. If they’re willing to do it, they probably won’t be late, will they? Guarantee removes risk.
- Pizza delivered in 30 minutes or it’s free. If you’re ordering pizza, the delivery time is a concern. With a guarantee like that, this fear is eliminated.
- Not only will we give your money back, but also compensate your pain. This is the most powerful kind of guarantee – a pain compensation guarantee.
Do not leave a doubt in customers mind even about a single thing. Go and do some due diligence to see what are the exact questions that customers are having with your product and services. Jot down the list which needs a valid explanation for your business.
Draft the answers with proper pattern of questions and deploy it on your website. This is one of the most important thing that will help you convert better.
9. A/B Testing
The biggest difference between great Landing pages and Good landing pages is testing/experimenting.
You may have a good landing page and you may be converting 5% on an average but it may not be the best and hence jump on to a experiment and tweak some elements in your landing pages right from your Copy to Call to Actions whatever possibly can make a difference.
Never say never to this step because sometimes its just a button which can make the whole difference. Did not get it? No worries, Read The $300 Million button
I hope you liked the content, it would mean the world to me if you could share this with one person who needs it.
PS: If you have any questions, you can make use of lonely comment section below and i would be happy to help.