There is nothing worse than having a great product or service but not being able to generate any sales! You know what you’re offering is special, why does no one else understand?
Determined to convince everyone of the value of your product or service, you set out and build a sales page (or landing page). Once it’s up and running, you share the link across your social channels and wait for the conversions to roll in.
However, when you check back later, the number of people who have converted is FAR fewer than you imagined.
Unfortunately, conversion rate optimisation is not as simple as just building a sales page. If it were, then everyone would be doing it!
But here’s the good news: you’ve already got a product or service that everyone should know. Now, all you need to do is implement these five fixes to improve your conversion rate and increase your sales.
1. Start With the Basics
Before you begin making any significant changes to your sales page, let’s start with the basics.
Firstly, let’s make sure that your website and sales page are both functional and accessible.
What does this mean?
Well, a functional website should –
- Load quickly
- Be easy to navigate
- Have no broken links
- Have a checkout or sales process that works without error or hassle
- Have lead generation forms that collect data without failure
Furthermore, an accessible website should –
- Have easily readable content (think font, font size, font/website colours)
- Have compatibility across devices (desktop, phone, tablet, etc.)
- Have resizable text (that doesn’t break your website)
- Be keyboard-friendly (i.e. accessible without a mouse)
2. Examine Your Customer Value Proposition
When people visit your website or landing page, they should immediately know what you offer. There is no room for doubt or confusion when it comes to converting sales.
Without a clear and compelling value proposition, your conversion rates are going to be very low.
An excellent value proposition is different from your competitors. In comparison to your competition, your business’s proposition should excel in value.
Ask yourself –
- What feature makes my product or service more valuable than my competitors?
- Why should customers buy from me and not my competitor?
To test your value proposition, have someone unfamiliar with your business visit your webpage. Then ask them –
- Within the first 10 seconds of visiting my webpage, do you know what product/service I offer?
- What confused you about my offer? What was clear about my offer?
- Based on my webpage, would you be interested in purchasing my product/service?
You should continue to test your value proposition until customers can clearly identify the product or service you offer and find the proposition compelling enough to consider buying. Another way to test your value proposition is through A/B testing.
3. Implement A/B Testing
How do you determine which is the best headline, copy, page layout, image or CTA to convert leads? You test every feature.
A/B testing allows you to test every last detail on your website or sales page to improve your overall conversion rate.
To successfully conduct A/B testing, you must create ‘version A’ and ‘version B’ of a webpage and split your traffic into two groups. By changing one feature between the two webpages, you can then test which is more effective in converting leads.
Features you can test include –
- Value proposition
- Form fields
- Page layout and navigation
- Font size
By narrowing down and continuing to experiment, you can test every aspect of a webpage until you have a high-converting landing page. Even the smallest changes can generate the most significant results.
A/B testing should also never stop. Within your landing page, there is always room for improvement.
4. KISS (Keep It Simple Silly)
Stop trying so hard to ‘wow’ people with your value proposition by making it sound smart and sophisticated (unless of course, your offering is specifically targeted towards smart, sophisticated people). Using a thesaurus to write your copy might make you feel more intelligent, but if you’re not speaking your customer’s language, then what’s the point?
Audiences should be able to read your value proposition and immediately understand its meaning and how you plan to provide value through your product or service.
Additionally, less is more when it comes to the design of your website and sales page. Having paragraphs of text and too many images can hurt your conversion rate.
Trying to make your audience an offer when your whole website is a sea of content will be a distracting and overwhelming experience for your customers. All distractions, such as autoplay videos, multiple CTA’s and extensive amounts of copy, should be eliminated.
In the simplest form, a great sales page should feature –
- A value proposition that provides the customer with clear-cut benefits, relatable results, real value and a point of difference from the competition.
- A precise and unmissable call-to-action that addresses exactly what your customer wants and will receive from your offer.
Any additional content on your sales page should –
- Help to further convey the benefits of your offering
- Provide proof of your product or service’s effectiveness
5. Eliminate Doubt by Providing Proof
No matter how great your product is, people are always going to be sceptical. If customers aren’t convinced by the effectiveness of your product or service, it’s going to kill your conversion rate.
As part of your amazing sales pitch, you should be eliminating any doubt in the mind of your potential consumers. To convince your audience, you must provide them with proof. This can be in the form of –
- Case studies
- Customer testimonials
- Scientific tests and studies
- Social proof
- Online/In-person demonstrations
- Third-party reviews
Using this content to address all possible customer objections and back up every claim you make on your sales page. This will ensure that you leave no room for doubt in your consumer’s mind.
Once a customer truly believes that your product perfectly serves their needs and you’ve eliminated their concerns, there’s no reason for them not to convert!
So, What Are You Waiting For?
Now that you know how to optimise your conversion rate, you should implement these five fixes right away.
By optimising and utilising resources that you already have access to, you can instantly increase your conversion rate. Implementing these five quick fixes and generating more leads is the fastest way to increase your revenue and grow your business.
Are you looking to overhaul your landing page or website for conversion rate optimisation, but don’t think you can do it alone? Margin Media are a Brisbane-based Digital Marketing Agency specialising in Website Design and Online Marketing Solutions who very kindly wrote this article for our blog. You can check out Margin Media here.