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Conversion Rate Optimization
How to Increase Your Web Site's Results by 50-200%
(or more) with Conversion Rate Optimization
After
reading this section you will learn:
- How to increase your web site’s results by
50-200+%.
- How to increase your web site’s “conversion rate.”
- How to reduce your average cost per sale or lead.
 According to a recent Gartner Group study, 50% of web sales are
lost because visitors cannot easily find the content, products,
or services they’re looking for on web sites. Knowing your Web
Site’s “Conversion Rate” is THE most important e-metric to track,
yet 60% of marketers do NOT know how well their web site is
converting visitors to clients. Now you can take your online
marketing business to new heights with tested and proven “conversion
rate optimization” tactics…
Conversion Rate Optimization is the fastest and easiest
strategy for increasing leads and sales generated from your web
site. Conversion Rate Optimization is the process of making your web
site generate more results by being more persuasive, more
trustworthy, easier to navigate, etc. Plus, it’s the best way to
significantly increase your leads and sales without having to spend
a bunch of money on increasing your traffic. In fact, it’s the
first step that should be taken before increasing your targeted
traffic.
Avoid These Common Pitfalls:
Unfortunately, most web sites are terrible at converting traffic to
leads or sales. The typical web sites we’re hired to optimize lack
critical trust-building components, have confusing navigation, and
contain no compelling or benefit-oriented value proposition,
headlines, content, or offers. In fact, they waste 75%+ of their
traffic due to lack of “sales-ability.”
 If you’ve invested in web site development only to find that your
site is not optimized to generate high conversion rates, you are
missing out on your biggest opportunity to increase results
and profits. In fact, by making your web site more appealing to your
target market, you can double (even quadruple) your leads or
sales in a short period of time. A professionally
designed web site makes people feel more confident and compelled to
buy from you, which in turn means you'll get:
- Higher sales.
- Higher response rates.
- Higher conversion rates.
- Better customer retention.
- Better returns on your investment.
- Less stress.
Here’s how...
Your 7 Step Plan for Increasing Your
Conversion Rate…
STEP 1: Define your visitor profiles
Every company has customers with unique personality attributes and
characteristics. For example, a
software company we worked with had the following profiles…
- IT Professionals
- Chief Financial Officers (CFO’s)
- Sales & Marketing Managers
Most web sites convert at only a tiny fraction of their true
potential because they’re not designed to appeal to their target
market, much less the individual profiles of their most likely
buyers. Imagine if you could transform your web site into a powerful
tool for appealing to and drawing in your prospects like a powerful
“magnet” or tool for persuading them, educating them, overcoming
their objections, and getting them to act now. That’s exactly what
conversion optimization is designed to do.
If you truly believe our product or service will help your customer,
this can be done by defining your typical site visitors and writing
your copy to appeal to their needs. Use the following 2 attributes
to define your web site visitor’s profiles…
1. Demographics: What kinds of people buy from you and what
are their attributes?
2. Psychographics: What does the person do psychologically as
part of their buying decision process? What are the overall goals
that they want to achieve, what are their objections, and
specifically how can you show them you’re the right choice
over your competition?
STEP 2: Create the redesign plan
OK, now you know who your top 2, 3 or more customer profiles are.
The next step is to build a “path” you can take each profile
through on your web site to give them all the information they need
to know to make the decision to become a new lead or client.
Every page of your web site should be mapped out
including these five elements:
- Which visitor profiles are likely to visit each web
page;
- Which specific keywords they may use at the search
engines to get there;
- The questions the prospect landing on that page needs
to have answered;
- The specific strategy the web page will take to
answer these questions;
- A list of the actions each profile might take next.
STEP 3: Write targeted copy for the new site
Now that you know the elements your web site and individual pages
need to include to satisfy your customer profiles, the next step is
to write compelling, benefit-oriented copy that satisfies the
following for your customers…
- WIIFM - What’s In It For Me? What goals are you going
to help them achieve and what are the benefits your
product or service offers them that will help achieve them and
how?
- Why should I buy your product or service instead of
the competition’s?
- What objections do your profiled customers have, and
how specifically does your product or service satisfy them?
STEP 4: Calls to action
Use primary responses & secondary or "back-up" responses. Usually,
the primary response of a web site is to purchase your
product or become a lead by signing up for a free white paper,
webinar, or information kit, etc. But, for every 1 person who
delivers your primary response (buys or becomes a lead), there are
at least 10 others who almost bought or almost clicked.
Develop ways to move these “almost buyers” or “almost leads” (the
ones who didn't buy or sign up) closer to the sale with “back-up
responses.” Perhaps your visitor is not ready to buy just now.
But, she would like to know about your monthly specials. All she has
to do is sign up for your newsletter, or similar back up response.
STEP 5: Professional Design
According to a recent study by Stanford University, 46% of Web
sales are lost on web sites that lack the critical elements that
build value and trust with website visitors. The number one
reason people indicated why they wouldn't buy from a web site was
because it had an unprofessional "look and feel" that lacked
credibility and did not "feel" trustworthy.
The solution is simple…
a) Use a professional “look and feel” that instills trust within
your visitors
b) Show your Verisign Certificate and BBB Online membership on
each page
c) Use testimonials
d) Offer a risk-free guarantee
As you can see, having a professional look, and persuasive copy
(words) will help convert significantly more of your web site's
qualified visitors into new leads and customers. In turn, this will
boost your company's revenues and profits.
Contact us now for a free price quote
on our conversion rate optimization services by calling Matt
Hockin at 866.279.5785 or by clicking here.
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