There used to be a time when ‘buying’ was a difficult task. To buy anything, we needed to wander around the market, pick up each product, drill on factors and then finally make the purchase of that one product.
Today, times have changed. People can shop for anything at any time with just one click. Nothing makes the exponential growth of online business clearer.
A decade ago, people were afraid to opt for online purchases because the options they had were few, and the information around them was scarce. Today you can get tired of scrolling your phone, but your options never end.
This is what we call the digital age. Today your customers have a plethora of options. So, it is difficult to convince them to remain on your site, buy your products and become returning customers. A study by MarketingSherpa found that “79% of marketing leads never convert into a sale”. And, websites have, on average, only a 2% conversion rate.
This means out of 100 customers that visited your website, only 2 made a purchase. Shocked?
If you want to increase your conversion rate and grow your business, here are 5 easy tips to apply.
1. Create catchy content
Everything is content. Your content has the power to compel your customers to read further or exit your site right away. According to Lucidworks, to make one purchase, 36 % of the consumers visit your website more than five times.
Thus, customers rarely purchase anything on their first go. They repeatedly visit your site. And to make them visit again, your content must have an impact on them.
So, make your content catchy by showcasing your values. Marketing your product’s features is essential, but it is far more essential to market its value. Show your customers what value your product can add. Try to trigger their affective domain.
Create content that relates to their lives, and do it in a conversational tone. Try to bring out real-life incidents and examples to make it realistic. And, don’t forget to keep it simple and short.
2. Use Pop-Ups
Pop-ups are small windows that appear on your web page. They often annoy the customer, but if you know when and where to make them appear, it can raise your conversion rate significantly.
“Pop-ups with good context have conversion rates of over 40%. ” -(Sumo)
They are generally divided into several categories:
- Pushdown and pushup pop-ups: They slide down or up from the top or bottom of the web page.
- Delayed pop-ups: They appear after a user has spent a certain amount of time on your site.
- Exit-intent pop-ups: These pop-ups appear when a user tries to leave the site. They are designed to pull the user back by letting them know about discounts, last-minute offers, and other strong incentives to keep them on site.
- Sign-up pop-up forms: These pop-ups ask the customer to sign up for free content such as eBooks, newsletters, emails, etc.
Use pop-ups carefully to increase your conversion rate.
3. Make video content
How often, before making a purchase, do you check YouTube for reviews and information about its features? Every single time! This happens because people prefer to watch video content over reading a long article.In 2019, Marketers got 66% of their leads via video marketing.
It also helps that people can see the actual product with its real-time preview. What if customers didn’t need to search for your product on YouTube and you gave them a video of the product on your website. It would entice them to stay on the website for more time.
If you are planning to add video content to your website, keep the following points in mind –
- Make it interactive.
- Show people using the product.
- Add a 360-degree video experience to your product.
- Compile customer reviews in a single video.
4. It’s a countdown!
We become anxious when time is running out. So, adding a countdown timer to your web page can strengthen this feeling and make your customer grab the deal ASAP. Neuroscience has proven that the addition of a countdown timer can stimulate a sense of urgency, which leads to a higher conversion rate.
Moreover, according to a study of CLX, a brand can increase sales by 332 percent by using a limited-offer sign and a countdown timer.
5. Make the first step easy
It is human psychology to continue with things that are easy to start. So, when people land on your web page, instead of asking them to fill an entire form, start with something small, like their email address.
You can put out the rest of the form to secure additional information if the customer spends considerable time on your website. Even if the customer refuses to fill it, don’t worry, you have their email address.
If the initial steps are simple, customers will prefer to browse more of your website.
In this digital age, there are umpteen websites for the products that you are offering. In order to stand out in this crowd, you have to treat the customer as your friend to whom you are offering something new to taste. Try to be in your customer’s shoes.
Never lose faith. Keep working!! It all comes under customer psychology. There might be some who love your content and are ready to purchase instantly, but this may not always happen. So try different methods, analyze them and use the one that suits you the best.
Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.