In older days, new businesses would print out flyers to spread all over town. You could drop leaflets from airplanes, and still not bring in enough customers. Thanks to the internet we can spare the paper, but the public’s interest still remains to be won.
The closest thing your online business has to a flyer is the landing page. It’s a good and bad thing to have a popular landing page. That one page gets reactions, but no one is exploring the furthest reaches of your site.
Listed below are some important tips to help your website get the conversions it deserves.
Write Scannable Copy:
People don’t read websites, they “scan” them.
Scanning text is like reading one page, but peeking ahead at the next. A general concept may be conveyed in a few short paragraphs. This allows the person to move on to other points of interest.
Adopt a passive voice when stating facts. Cut down on adjectives and unnecessary explanations. Important facts can be written in bold or listed as bullet points. Keep text short, but don’t be afraid to go long. Long form pages generate the highest rates of conversion.
Predict & Answer Questions:
One of the first things you need to analyze about your product is the consumers’ questions.
Let’s say you’re website is promoting condos for sale in Fresno, CA. Some of the questions you would have to predict are: “How spacious are the condos?” “How much are annual fees?” “Is the development secure?” “Can pets be allowed?”
These are common questions that will determine whether the lead will go in for your service. Highlight them in a “Frequently Asked Questions” section. Be straight and courteous with each answer.
Regarding online credibility, there are four types according to researcher BJ Fogg-Presumed (general assumptions), Third Party (family or friend referrals), Surface (the presentation of the content), Personal (customer experience).
People do not like being tricked or coerced into spending money on a service they were never sure they needed. If you were selling your product in a public market, the first thing people would notice is you. A random stranger getting in everyone’s faces and babbling nonsense would be shunned, not supported.
Your website should aim for honesty and convenience. Your contact information (office address, phone numbers, e-mail) should all be up front. Promote your customer satisfaction guarantees with your product.
Show visitors the human side of your business. No stock material! Include real photos and bios of your staff and ask satisfied clients for their testimonials.
The A/B Test:
A surefire way to gauge your web content is by giving it the A/B test.
A/B, or “split,” testing is where you create two or more versions of one page to decide which would get more conversions. Reasons for this test could be for easy site formatting or choosing the right headline. Whichever page gets the most conversions wins.
These tests are run with assistance from client-side tools like Optimizely, VWO, and Adobe Target.