As 2009 gets underway, one thing is clear: your conversion rate is more important now than ever before. With the economy in shambles, you have to get the absolute most bang for your buck. In the past, I’ve given tips for improving your website’s conversion rate, and hopefully, you’ve put these into action by now. If so, you’re ready to add in these 5 new tips to take your conversion rate even higher.
- Use Emotional Copywriting- Buying is an emotional decision. Sure, there is reasoning involved, but the actual decision occurs because of an emotion. In fact, the University of Rochester School of Medicine did a study that determined without emotional guiding factors, people simply can’t make decisions. What does this mean for you? It means your copy needs to appeal to their emotions. The best way to do this is to instantly connect with their problem and to tell them how your product will benefit them. By letting them know what’s in it for them, you’re tapped directly into their needs.
- Incorporate Facts into Your Copy- Of course, you can’t have all emotions and no logic. Remember, people are still wary when buying from companies online. That’s why you need to get your visitors’ trust if you want to convert them. One way to do this is to use facts from case studies or other research. A well placed statistic gives the visitor the reasoning needed to justify their emotional inclination to buy.
- Don’t Ask for Too Much- A lot of companies shoot themselves in the foot by asking for too much out of their visitors. Conversion should be a simple process for your users. If you complicate it by asking for too much information or by making them take too many steps, your conversion rate will go down faster than the Titanic. Simplify the process, and more people will take the action you desire.
- Provide Payment Options- In this credit card nation, multiple payment options are a must. You don’t want to lose a conversion because you don’t take MasterCard. Try to accept different types of credit cards, PayPal, and other forms of payment. Remember, the easier you make things on your visitors, the higher your conversion rate will be.
- Emphasize Your Selling Point- This is the first rule of copywriting, but so many websites overlook it. You have to focus on what separates you from the competition. Don’t say “we’re the best” or “we care about our customers” because every company says that. It doesn’t mean anything to your visitors. Statements like that are completely disregarded. Instead, find a unique selling point that really gives people a reason they must buy from you and no one else.
Continue to chase a higher conversion rate this year. And remember, always be testing! Testing is the key to improving your website.