One of my favorite topics to discuss on this blog is conversion. I’ve written several posts detailing tips for increasing your conversion rate. But it’s been a while since I’ve last published a post about getting more conversions, so I think it’s time for another one.
I’m sure this list is incomplete, so please add your best conversion-increasing tips in the replies.
- Extend the length of your guarantee—In the past, I’ve talked about how offering a money back guarantee can help customers feel at ease when purchasing your products. Of course, guarantees come in all different lengths. Some companies offer 30 day money back guarantees; others allow customers to return items for a full 365 days after their purchase. Zappos is an excellent example of a company that’s been incredibly successful with the one year money back guarantee model. Try increasing the length of your guarantee to make customers feel like they aren’t risking anything buying your products.
- Tailor the style and tone of your copy to your audience—Understanding your target audience is essential to writing copy that gets results. Learn everything you can about your target audience, including information about the way they communicate. This covers everything from the words they use to the tone of content they respond to. Here’s a tip: Check out the magazines your target audience reads. Pay attention to the style and tone of the articles in the magazine as they’re written specifically for engaging your audience.
- Include pictures of your products—It sounds like common sense, but I’ve seen more than a few companies get this wrong on their landing pages. Your customers need to see pictures of your products before they’ll hand over their money.
- Deliver important information at the beginning of paragraphs—If we’ve discussed it once, we’ve discussed it a million times, people tend to scan content online rather than read it word for word. One thing you can do to combat this is to place the most important information at the beginning of your paragraphs. This makes it more visible, and it also helps you keep your copy focused on the most important messages.
What have you done to increase your web conversion rates? Leave a comment with your best tip.