September 15, 2016
Whenever someone lands on your website, you want them to perform a specific action. After all, you’ve invested so much in getting that traffic. When a user does perform the desired action – that’s a conversion. And when it doesn’t happen, well, that means you may need to tweak your website design and copy a bit more. Here are three strategies worth trying in this case.
Split Test Your Copy
You should never underestimate the power of excellent copywriting. If your website fails to capture the visitors attention instantly with the right message, you may never have the second chance to do so.
First of all, make sure that your texts are written according to the current best practices:
- You are using action-driven language and include prominent call-to-actions.
- You are using value-oriented language. Visitors immediately understand what the page is all about and what kind of incentive they can get here.
- You are writing using the 2nd person.
- Your copy is straight to the point, clear and lacks unrequired creative flair.
- Your formatting is immaculate – short paragraphs, multiple descriptive subheadings, and styling to highlight the most important bits.
Tweaking your copy can boost your conversion rates by as high as 115 percent.
Always make sure your content is not guilty of the following:
- Offer too much or too little information.
- Demand too much from the customer too early.
- Include off-topic or confusing content.
- Don’t look visually attractive.
Instill a Sense of Urgency/Scarcity
Hard to get things often seem more desired to us. Think of the Birkin Bag – people are ready not only to pay the premium price for it but also to wait for years till they are offered one.
It’s in our nature to desire something more when we feel like we are losing it – even if we actually don’t need that thing. Think of the Black Friday Sales that usually leave you with a bunch of cheap stuff you didn’t plan to purchase in the first place.
You can instill urgency and scarcity cues into your website design and into your copy to ensure higher conversions.
“First, you can always mention how much other people are viewing the same product. Next, you can add low-in-stock marks. Additionally, you can always stick a time sensitive price tag on it and mention that there are just X more products left for this incredible price. Amazon is one of the great examples of how urgency and scarcity can be implemented for higher conversions,” says Sam Raines from The Web Guys.
Try Real-Time Surveys
Various monitoring and analytics tools are just one way to locate weak areas at your website. Real-time surveys are how you gather more precise feedback directly from your visitors.
The definitive advantage of a real-time, on-site survey is that you ask the visitor for feedback at the moment when they have the highest level of context about you. As a result, the feedback you receive is more accurate.
You can ask the visitors to provide both qualitative and quantitative feedback, which gives you more cues for further improvement.
Optimize your surveys even further by setting up specific triggers to determine when the survey should pop up to a certain visitor segment. For instance, to reduce shopping cart abandonment rates, include a relevant survey asking what exactly prevented the customer from finalizing the deal. Another example – sneak in a survey when a user has spent X seconds on one page (e.g. your paid plans) to understand what makes them hesitate.
This way you’ll be able to gather actionable insights for improvements without second-guessing the customer thoughts or split-testing each and every element of your website.
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