In a previous blog, we touched on the importance of implementing high quality copy into your website to maximise conversion. We wanted to move on from the initial discussion to now offer some specific tricks that you can use to achieve this.
Depending on how you supply content and what you say, potential customers will either be attracted to your brand or look elsewhere. What’s fantastic is that you actually have the power to determine which course of action they take.
Implement these conversion tricks and you’ll maximise any opportunity to transition leads to sales. Remember that all of your on copy is part of a sales pitch. When you construct it in a way that builds a relationship, encourages the sale and commands authority, customers actually convince themselves to buy.
If you’re struggling on your conversion rates, check out where your website might be able to improve on the following.
SYMBIOSIS
When you aim to build rapport with a potential client, the approach you take will determine how they evaluate your relevance to them. Depending on how you deliver your message, contacts will identify your business as one of three following outcomes:
- Your customer benefits exclusively from your engagement.
- The engagement is constructed to benefit you more so than your customer.
- Both you and your customer can benefit from your interaction.
There’s never any point in hiding from the fact that your content aims to convert customers and drive revenue. Your customers aren’t ignorant and pretending like you’re not trying to captivate or persuade them is insulting. Honest, clear and informative content will highlight your strengths, without promising the moon and stars. You should always be pushing to reach the third outcome listed above to build sustainable and profitable relationships.
By offering copy with tangible benefits and results to generated leads, you begin a process of developing a symbiotic relationship. Readers are giving you their precious time and effort to explore your brand, so make them feel like it’s beneficial for them to do so. You can then gain a mutual respect without pushing a sale prematurely.
This symbiosis helps conversion by helping construct an honest and more organic relationship. Minimal loyalty or brand affiliation will grow if there is only a direct exchange of good or services for money. Your potential customers will love you if there’s continuous engagement with copy that interests and excites. When a customer gains something from the content you supply, conversion skyrockets.
SCARCITY
Nothing encourages an impulse buy more than fear of missing out! Now we’re not saying that you should bully or scare clients, but a special offer with limited time or supply can often be the difference between closing a sale and not.
Consider what’s most important to your customer. For some it’s price, for others it will be the benefits of using your products, whatever they are. Creating a sensation of urgency and necessity will foster an environment to grab at an opportunity, instead of price checking or researching alternatives.
We’re naturally geared to want what we can’t have, so content that leads one to such a fear will assist greatly in conversion. Flash sales, limited edition products or complimentary goods are fantastic on two fronts.
Firstly, new customers will gain this sense of urgency and scarcity. An impulse decision is far more likely made should an opportunity be fleeting, not something that can be postponed.
Secondly, the ability to resell or upsell is much higher. Existing customers who’re already converting will be excited by an unexpected sale, new colour or complimentary product.
Find out a way to integrate a sense of scarcity in your content, and your conversion is sure to increase.
AUTHORITY
One of the fears people have about trade online is the lack of certainty it can have at times. Whereas one might be able to identify a snake-oil salesman from a face to face meeting, researching a random website offers very little in terms of assurance or security. In this regard, nothing helps conversion more than a strong base of testimony.
You need to demonstrate authority in your field and gain the trust of potential leads. Although you’re confident in your own ability, a potential lead has to know that you can meet their expectations.
Testimonials give customers an idea of what type of business you’ve completed, not just whether you’re good or bad at what you do. They show what size and structure of clientele you’ve worked with, and can breakdown the specific benefits you had on different projects.
Ideally to secure this authority your testimony should come from a diverse client base through different platforms. Big and small projects, from both reputable firms and SME’s. No matter who’s considering you, they should be able to identify with at least one of the references listed. Generally bigger firms should take precedence on areas like a homepage but all testimony is worth posting somewhere.
Furthermore, written alone is fine and delivers a strong message, but video or audio only pushes your content further. Even a simple endorsement from a formidable figure in your industry will ensure fantastic authority and therefore, trust in your brand.
Continuously work to build your authority, and conversion will improve hand-in-hand with the trust leads have for you.
FAMILIARITY
This sounds like an obvious one, but the best content creators consciously incorporate it into their copy and strategy. Customers are far more likely to purchase products off an organisation that they actually like and are familiar with than competitors that they feel indifferent about.
Similar to symbiosis, by building an organic and positive relationship over time, we maximise opportunities for conversion. People are cognitively geared to please those they admire and like, so by taking a pro-active and regular interest in their needs they’ll actually want to work alongside you.
For instance, if a customer reads your content, setting up a series of communication based on how they interacted with your site will build a relationship over a period of time. At the initial contact, they may have zero interest in purchasing your products – and that’s totally fine.
What’s important is that you’ve initiated engagement. If you keep this on-going and personal, when the times comes for them to buy you’ll be their only stop. Try and secure even just an e-mail address and name, and from there you can develop familiarity.
Now don’t use generic email blasts, that’s annoying and impersonal. Build that relationship with specific correspondence on what they like and have shown interest in. Automation software like Infusionsoft is invaluable in maximising conversion in this regard.
Keep contact regular, be a familiar and pleasant face and your long term conversion will be onto a winner.
CALL TO ACTION
What’s the point of good content if there’s nothing to follow? It’s a surprisingly common problem. So you’ve written a fantastic blog, built a beautiful landing page, but there’s no specific next step to take? You need to guide readers to further action and actually manage the process of conversion.
Calls to action are direct commands informing a potential customers what steps to take next. An icon as simple as “Find Out More” following a blog is a natural progression that will transition a read into a conversion process, rather than leaving them stranding at the bottom of an article or web page.
One of the biggest challenges to conversion is navigation. If a lead isn’t guided through a simple and linear journey to purchasing products, they’ll often get distracted or led elsewhere. Calls to action offer that direct gateway and are an absolute necessity to ensuring conversion.
When building your content, be diligent in constructing these calls. As shown by Forbes , the right call means the difference between whether your customer converts or clicks on the exit. Make sure your language is appropriate and fits the right tone. You can even use Social Sprout’s guide to get you started. Depending on what specific call you use, the desired outcome will change massively. However if you choose wisely, opportunities to convert will be much higher.
WHAT COPYWRITING TRICKS WORK FOR YOU?
Your website is your digital storefront so ignoring conversion tricks like these is lunacy. Every single word or phrase within your content should be there with the purpose of persuading customers to buy your product. If you make no effort to engage and captivate your audience, you’ll never grow.
Have you experienced changes to your conversion with similar tricks? What little tactics do you employ to improve your results? Let us know how you get on and we’ll see can we help you out.
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