What would happen if you stopped losing customers to the competition, started attracting more prospects that were ideal and could convert them to paying customers?
In this post, I’ll reveal the seven critical website mistakes that may be costing you customers and money and how they can be fixed with simple website conversion tricks.
1. Your website is a brochure instead of a website that sells
A lot of websites come across as more of an online brochure instead of grabbing the visitor’s attention and strategically guiding them into taking a specific action.
The big problem with most websites is there’s no compelling content that grabs the visitor’s interest and affects them on an emotional level. Your website should be like a mini-salesperson that sells your product or service 24 hours a day, seven days a week.
It’s important to remember that a web visitor isn’t interested in your products, services or your business. They’re only interested in one thing… themselves! All they want is the outcome of what your product or service delivers.
When designing your website, put your web visitor first and your company second. Talk about your customers’ problems, pains, needs and present them with your solution in a way that clearly highlights the end results and benefits of what your product or service brings to them.
2. Not capturing details of visitors who are likely to buy
Did you know that 90 per cent of visitors that come to your site leave without giving you their contact information? You can fix this by adding opt-in forms in the right places. Let’s explain why this is so vital.
People search around on Google for you or see your advertisement in other places, and the first thing they do is go to your website. The small percentage of people that are hot and ready to buy are going to call or make that purchase, which is great.
But here’s the thing: There’s over 90 per cent of people who aren’t ready to buy right now but are still interested. These people are going to look for more information first.
Not many websites encourage visitors to share their name and email address in exchange for something that provides them with a small chunk of value.
Now you’re probably thinking what’s the small chunk of value and why would you do that?
The answer is simple. Prospects want immediate gratification and something they can sink their teeth in now.
This is why the old ‘sign up for our newsletter’ is dead and doesn’t work anymore. These days, people want to learn before they buy. They want to be educated instead of pitched to.
To do this, you would have to determine what information your prospects need to make the right purchase decision, and make that information available at the top of your website.
So you might be thinking… What could you offer them?
Well this could be anywhere from:
– Free education
– Free guide
– Free report
– Price list or catalogue
– Coupons and limited offers
Statistics show that 60 per cent of people will enter their name and email to receive this valuable information, and this is where you capture their details. Then, you can drip feed them with specific, useful and great information over time on autopilot, through an automated email marketing solution.
Over their decision period, they are educated by you and will start to know you, they will start liking you and – most importantly – they will trust you because you created a relationship with them.
When they’re ready to buy, guess who they’re going to approach? You!
Ultimately, you’re already paying to get them to your site in some way, so you may as well capture their email and nurture them as leads over time.
This is a massive opportunity missed by many businesses. Just imagine how much revenue your business may be missing out on because you’re simply not capturing the details of the 90 per cent of visitors that are leaving your site.
3. No attention-grabbing headlines
Think about how you read a magazine or newspaper.
When you pick up a newspaper, you don’t go straight into the articles, you skim across the headlines until something draws your attention and then you read further into the article. This is the exact same way people view your website.
People land on your site and you literally have a three-second window to capture their attention or they will hit the back button and go to one of your competitors.
If they do a better job at capturing their interest then you’ve lost them forever.
So, it’s important to have headlines that really hook people and make them want to read more. You need headlines that are customer-oriented, that persuade and talk about the benefits your product or service brings to your customer and makes them want to read more.
4. Focussing more on the product or service features rather than the benefits
Don’t get me wrong, the features and details are important, but they are not the main reason customers buy.
When you focus on features, you’re simply telling the visitor about the specifics, the technical information or the attributes of your product or service. Now, 99 per cent of visitors won’t know and simply won’t care about these details.
Unfortunately, describing features on your site isn’t persuasive enough to convince people to contact you or to buy. On the other hand, emphasising the benefits and end results of what your product or services brings to them will impact the customer’s emotional experience.
It’s like when Steve Jobs launched the first iPod, everybody in the news and tech world was scratching their heads. MP3 players weren’t something new, and that’s all it was. Some argued many things were different, but one of the key aspects was how Jobs marketed and presented it.
See, when everyone else was saying: “1GB storage on your MP3 player” he presented the product saying: “This amazing little device holds 1000 songs in your pocket.”
Who do you think connected more with their audience on an emotional level?
What I would recommend is harness this same approach. Focus on the benefits. The best way to articulate the true benefits of your product or service is to answer these questions: What’s in it for them? How will it improve their lives? What problems will it solve?
Focusing on benefits will truly connect you to your visitors.
5. Not using any testimonials
Testimonials and success stories inject credibility into your sales message by giving it a human voice. This is the chance for other people to sell for you. You’re essentially allowing real people (not salespeople) to show the benefits they’ve gained and problem solved by using your product or service.
You’re allowing prospects (who, by the way, are probably looking for those same benefits) to see that real people have used and validated your product or services.
Ultimately, by using your past customers’ own authentic words, you can increase the chances of conversion.
6. Poor design and navigation
A visually-distracting site with too much text can overwhelm readers and clutter your message. Clutter is the Number One killer in web design.
When people are confronted with too many decisions and options, they tend to walk away from that decision process and choose none of the options. They click ‘close’ and never return.
Instead, what you need to do is keep it simple. Your website must be easy to navigate and easy on the eyes. Keep the visuals to a minimum and use a lot of white space.
Remember, you have your readers attention for less than three seconds so your message needs to be presented in brief, catchy chunks of information that tells the visitor what to do next.
If you design your website and content in an engaging way that cuts through the clutter, you’ll keep people on your website long enough to hear your marketing message and you’ll more likely turn those prospects into customers.
7. Having a weak call-to-action
This is how you close the deal. A call-to-action is a standalone button, image or line of text that prompts your visitors and leads them to take a specific action.
It is, quite literally, a ‘call’ to take an ‘action’. The action you want people to take could be anything: From downloading something, requesting a free quote, booking online or simply calling.
Your call-to-action should be visually striking in contrast to the main colour scheme of your website. The copy should compel the visitor to actually click on the offer, so it needs to be action-oriented, easy to understand and clear.
Also, make sure to state exactly what the visitor will get if they click the call-to-action buttons. Having your call-to-actions designed in this way is crucial for converting new visitors into leads.
The article 7 website elements that convert visitors into leads has been republished from The Entourage.
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