Conversion rates can be improved through a variety of factors including copywriting. Following are three more ways to improve your conversion rate.
Method #1: Usability of your website. This is highly overlooked. This is how user friendly your website is when your visitors view it. Too many websites have error messages and are confusing or cumbersome. People will abandon your shopping cart or website if they can't navigate it easily.
Usability is the ease in which visitors can accomplish their goals on your website. For example, links should look like links. They should be blue and not a different color even if you think they look better as a different color. Change the format of the link and your conversion rate will definitely decrease.
Another example of usability is your buy and order links. These links should stand out otherwise your conversion rate will go down.
Primary link feedback, Anytime a little hand graphic doesn't appear when you hover a link then conversion goes down.
Secondary link feedback, The blue link changes to red. This is crucial because it tells the visitor that the link is clickable.
Tip: The color red attracts the eye better than any other color. So have a red border around the order buttons. Make these buttons larger as well.
Using these techniques you can increase response rates by nearly 50%.
Tip: Eliminate distractions on your website. Any page on your website that doesn't drive people deeper into the buying process should be eliminated. Article pages are okay, but they should be pointing towards your squeeze page and sales letter. Reducing distractions can dramatically improve your response rates.
Tip: Don't ask for information on your website that you don't use in your selling process. For example, ask for demographic information in surveys as opposed to during the sales process.
Method #2: Trust. People need to feel that their personal information is secure.
Trust Tip: Any claim you make on your website has to be backed up with proof.
Trust Tip: Have full contact information. Include your name, email address, and physical address. Customers want to know who they are buying products from.
Trust Tip: Have pictures of yourself on your website. Think about Dave Thomas on the Wendy's commercials. Sales increased when Dave made the commercials because customers met the man behind the business.
Trust Tip: Post pictures of staff and your brick and mortar location if you have it.
Trust Tip: Have third party seals of endorsement. Better Business Bureau, Trustees, shipping logos (FedEx, UPS, and Post Office), credit card logos (to let them know what forms of payment you accept).
Trust Tip: Security logo for your secure server, especially during the checkout process.
Trust Tip: The Hacker Safe logo is one of the most effective logos.
Trust Tip: Testimonials. Not all types of testimonials are created equal. For example, video testimonials are the most influential. Make sure to have text and audio testimonials as well.
Have your testimonials specific and results based. If a satisfied customer just says your 'great' then this is a weak testimonial. If the satisfied customer say their sales increased by 312% then they are more believable and effective.
Method #3: Testing and tracking. This is where you move from operating in theory to what customers are voting for with their wallets.
Testing is the single most profitable skill any online marketer can master. You may think copywriting is the most important skill, but it is not. Why? A top notch copywriter became successful by testing their copywriting first. They tested and tracked their copy to see which words were effective and which words failed.
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