Growing a business is hard. There’s no doubt about it.
There’s a ton of actions you can take to boost growth, but, not all of them are created equal. Should you increase leads? Conversions? Or profit?
The easiest and cheapest choice out of all options is to ramp up your conversions.
So here are 7 proven ways to boost your conversions and consequently ramp up your sales and profits.
- Add A Risk Reversing Guarantee
When deciding to buy, there’s always going to be a level of risk involved. Especially when it’s something your prospect can’t physically touch.
A guarantee is an excellent way to reverse that risk and eliminate the thought of your prospect being “taken”.
Imagine that you want to buy a car, you’ve scoured the internet and found two dealers close to your city.
The first dealer tells you that he wants $2200 dollars for the car. Take it or leave it. No guarantees. If you don’t like it after buying, then tough luck.
The second guy asks for $2500 dollars. But he tells you that he’ll fill the tank with fuel, and let you test out the car for a week before you come to a decision. If you don’t like it, no problem, just bring it back and you owe nothing.
You’re likely to choose the second option right? Because there’s no burden on you, and the seller assumes most of the risk.
Netflix gives prospects a free trial month where they won’t be charged unless they stay subscribed for longer than 30 days. It can be cancelled at any time.
Terapeak, a market research tool for ebay business owners, gives prospects a free 7 day trial in which they could potentially increase profits from research in their trial.
If you’re a prospect for any of these two business above, there’s no risk on your part and there’s no reason not to try them out.
That’s how you want your prospects to feel.
To nail down the optimal conversion boosting guarantee for your business, start by asking yourself the following questions.
- Do you have a high or low cost product or service?
- Are you billing customers every month?
- Are you making bold claims?
- Are you claims proven, or unproven?
- What are your prospects most concerned about?
This will help you decide the optimal guarantee for your business and boost your conversion rates. However nothing tops A/B split testing to pinpoint what works best.
- Sprinkle On Some Testimonials
Testimonials are just there to fill in blank space, right?
Well, not really.
We know that there’s always a feeling of risk or loss involved when deciding to buy, and that’s what makes testimonials great conversion boosters. They help prospects identify with your customers, show how your business impacts other lives and make your business more “human”.
When wikijobs wanted to increase the number of practice tests they sold, they split tested testimonials on their site and skyrocketed their sales by a huge 34% by adding a few simple “sober” testimonials.
To get the most bang for your buck with testimonials:
- Keep them short, sweet and simple; with a heavy emphasis on the benefit of your service/product.
- Sprinkle them throughout your website
- Add a photo of your client or a company logo along with their name
- Have a page dedicated to testimonials
- Split test different testimonials on different pages
These two testimonials here by the hubspot customer testimonial page are excellent examples.
They’re both concise, clear and show prospects how other people are benefitting from hubspot.
- Have a Sales Funnel
Generally, the more expensive/complicated a product is, the more time it will take for people to be ready to buy.
That’s where a sales funnel comes in handy.
Let’s imagine that your product is an marketing course that’ll show customers how to increase their sales online.
You’re attracting visitors to your lead page and some are buying, but what about the remaining prospects?
Once you have warmed them up and gained their trust by providing value, you can regularly invite them to check out your products/services.
- Focus On Mouthwatering Benefits
Making your copy benefit driven is another powerful way to boost your conversions.
When Michael Aagaard of contentverve.com ran a test for Match office.com (a real estate portal that helps businesses find offices for rent) he boosted their conversions by 14.79% by simply changing the CTA from “Order information and Prices” to “Get Information and prices”
Another case study that proves that power of benefit driven copy is from Roader Studios.
They wanted to increase opt ins for a campaign that shows people how they can get “business famous” in just five days.
So they switched their CTA from “click here to continue reading” to “Make me famous”. The result of this simple tweak?
A nice 8.39% boost in conversions.
There’s more case studies that reveal the same thing over and over again…benefit driven copy constantly outperforms vague, factual copy.
To boost your conversions right now, go through any headlines and CTAs that you have. Can you make them more benefit driven? Do they quickly tell the your prospect what he gains?
If not, think about the biggest benefit of your offer and weave it into your copy.
(Need help creating benefit driven copy? Drop me an email and I’ll see if I can help you out)
- Power Up Your Headlines
An average of 8 out of 10 people read headline copy, but only 2 out of 10 will read the rest. Some scary figures when you’re trying to capture attention, right?
Your headlines can make or break your conversion rates. They’re responsible for hooking your prospects attention and seducing him into your copy by drilling the benefit of your offer into his brain.
If your headline fails to capture your prospects attention, it doesn’t matter how good your sales letter article or copy is. You’re doomed from the start.
3 ways to create high impact headlines that convert are to:
- Arouse your reader’s curiosity
- Have a gripping benefit to the reader
- Be very clear and concise. No cute stuff.
You’ll find that the most popular headlines do at least one of the three things above really well.
As always, the best way to determine the optimal headline is to continually test different headlines. Which benefit interests your prospects the most? What words catch his attention better?
Answer those questions and you’re well on your way to creating powerful headlines that boost conversions.
- Include A Compelling Value Proposition
One of the most influential factors for boosting conversions is your value proposition.
Simply put, a value proposition is the primary reason why a prospect should buy from you.
What’s in it for them? Why should they buy from you instead of your competition?
Well known value propositions include the Zappos “365 day return policy and we pay shipping both ways.” Apple’s “1000 songs in your pocket”, and from Kissmetrics “Google analytics tell you what happened, Kissmetrics tells you who did it”.
A good value proposition tells your prospect how your product/service will benefit him and how you’re different/better than your competition. All three of the above examples do both things perfectly.
In the 1920’s Schlitz beer was number 5 in the American beer market. Unsatisfied with their position, they hired legendary copywriter Claude Hopkins.
In the ad that blasted them to the top, Hopkins described in detail the careful process that the company went through to purify their beer and ensure that it was top quality.
He talked about how every pipe was cleaned twice for purity, how each bottle was sterilized four times before it was trusted to hold Schlitz beer and how they used pure water from a 4,000 foot well, despite the Lake michigan nearby being an acceptable source.
The funny thing is…every other beer company used the exact same cleaning process.
However, Schlitz was the first beer company to tell their customers this. Which is why it became such a high converting value proposition.
If you haven’t crafted a value proposition yet, here are 3 quick steps to help you come up with one.
- Find your prospects most burning problem.
- List the main benefit of what you’re offering.
- Understand how you differ from your competition.
Another excellent way to develop your value proposition is to ask your customers and dive deeper into your business. Do a survey and ask why they like doing business with you. What attracts them to your business the most? Do some sleuthing behind the scenes.
- Reduce the Number of Options
While you might think more is better, sometimes in the world of marketing it isn’t.
Reducing options and required fields can lead to shocking increases in conversions.
A case study by the New York times tested the influence of choices and options on our buying decisions.
The test was carried out on two different saturdays and had some interesting results.
On one Saturday, 24 different flavors of jam were given. The next Saturday, people were only presented with 6 different flavours.
On the day with 24 different flavors, 60% of the people tasted the jams. Only 3% actually bought anything.
On the day with 6 flavours however, only 40% of people stopped to taste the jam, but 30% of them made purchases. Resulting in 600% more jam sold.
Another case study by Marketing sherpa revealed how just adding one additional field into an opt in form can decrease conversions by a nasty 11%.
The lesson here? Don’t bombard your reader’s with options. Keep things simple and you’re more likely to increase sales.
There you are, 7 proven ways to spike your conversions. The important thing to remember is to constantly test things in your business for optimal results.
How do you go about increasing conversions? Let me know in the comments below!
Hassan Ud-deen is a freelance blogger and email copywriter (who likes to be called “The Wordslinger”). He helps businesses use content to grow. If you need help with your blog posts or copy, shoot him an email.