This time, we are going to talk about a topic that has been bugging many of us in the web design world: conversion problems. Actually it is more like we are going to go back to talking about these problems (1, 2), since, as you can tell, this is our third installment. The problems outlined are fairly straightforward, so the tips are pretty actionable.
1. The Landing Page
First things first, lets talk about landing pages. You see, the benefit of a landing page is that it focuses on one single idea. It is like a laser beam, directing all its energy towards a single point. This makes it easier to drive traffic to a targeted page and get visitors to perform one specific task.
But here is the catch: many of us are not giving landing pages the attention they deserve. We are scattering our efforts, giving visitors too many options, and in the process, diluting the impact. Landing pages can be more effective at getting people immediately on board, since they can be specifically tailored for particular segments of you audience, at a specific time, for concrete reasons, etc.
Next up, trust elements. These are the little things that make a big difference. Recommendations, past projects, certificates - these are all trust elements that can boost your credibility.
But unfortunately, many websites lack these crucial elements. Remember, in the digital world, trust solves a lot of problems. People, in general, simply will not pull the trigger, if they cannot trust you in some way. The biggest factors, as a rule, seem to be whether your brand is recognizable and if they have gotten a referral from someone else. But good reviews, in-depth appraisals of your work, blogs about your previous projects, etc., can go a long way.
Now, let us talk about content. We all know that content is king. But is your content addressing your visitors questions, issues, or doubts? If not, then it is time for a content makeover. Your content should be a helpful guide, a problem solver, a doubt clearer.
You should probably have bits of content about what you do, how you do it, what kind of services you offer, what exactly others will get out of it, how they should go about purchasing stuff, etc. There is a whole bunch of stuff you can get into in your blog section.
Moving on, lets discuss responses. How quickly do you respond to your visitors? And more importantly, how well do you close when responding? These are critical factors that can influence conversions.
People get frustrated quick, speed matters. And so does closure. If your response if fast, but blunt, unhelpful or passive aggressive, you might as well have not responded. If you have trouble picking up on your tone, have others give your messages a once-over.
That applies to comments, as well. Especially to comments, since they are public. One or two distasteful replies is all it takes for your business to completely trash their reputation.
5. Playing it Too Safe
Last but not least, are you playing it too safe? Relying too much on trends? Casting too wide of a net? If yes, then it is time to rethink your strategy.
Marketing efforts should focus on specific goals, concrete segments an use tools that are especially relevant to those variables. Every other business is trying to hop on the next trend, go viral, make very general marketing efforts. Around nine out of ten businesses fail, so you need to stand out in a good way. You cannot do that if you are not spicing up the way you deliver your value proposition.