Boosting Your Conversion Using Selling Insights
Conversion rate is the key objective of getting customers you have invested in some way who have got onto your site or contacted you, to actually buy/do something you want.
Its one of the core criterion used in marketing today.
How do we go about boosting it?
Here’s a quick run down of some of the more emotive aspects of the problem. You have already got them to your site, now we need to get them to convert!
Trust is especially important. We build this up through the site design and hopefully good feedback from customers on social media, on review boards or written to you on your website. The site design shows off your professionalism and has subconscious effects, like a respectably dressed salesman. It’s also vital from a navigation and ease of use point of view, which is massively important for good conversion rates.
Sales tactics also apply to the offers you are trying to get visitors to buy into – the conversions. This is where you must use good sales tactics and put the psychology hat on. Sales people have evolved certain tried and trusted techniques, largely around the concept of overcoming anxieties about investing and connected to that, ‘overcoming objections’.
So sit down and think about all the objections a customer may have to engaging with you in the way you want.
Write this down in a list. Here is a simplified run down:
If they don’t know you there is a trust issue. Put in testimonials and adjust any aspect of the site that can effect their impression of you. Add depth to your online presence so you seem more real – such as social blogs and try to nurture some feedback which is visible.
If it is cost, then add material to your site that shows how good value you are and all the other benefits you provide. Focus on the benefits of your product over others.
If it is doubts about whether the product is good for them, add enthusiastic testimonials about the product.