So, you’ve got a brilliant business idea - congratulations!
The product, audience research, and business plan are absolutely on-point; you know this is going to work.
That’s all well and good, but have you thought about conversion optimisation? If you haven’t, the best product and most opportune moment to drop into a market with a product that solves a burning problem probably won’t travel that far.
In order to nail this opportunity and ensure you create a business with a predictable, sustainable source of new leads, you need to work on the following five conversion optimisation tips.
Why would anyone buy from your business?
Whether you’re an established firm or a startup, the challenge remains the same: in the modern world, you need to provide as much proof as possible that you’re worth dealing with.
To build credibility and trust among potential buyers, add client testimonials, reviews and anything that’s said in favour of your business on social media throughout your website. And keep doing it as you add more clients and seek further approval for your products and services.
A beautiful logo, ISO compliance and industry association badges are nowhere near as powerful as social proof from real, living, breathing customers.
The most important words on your website will relate to your value proposition.
Why should people buy from you or do business with your firm? By using clear, non-BS language, you can illustrate the exact benefits they’ll get in return for handing over their hard earned.
The trick is to talk incessantly about them - not you. What burning question can you answer for them? Which problem can you solve and how can you make their life more enjoyable?
Emphasise your value proposition throughout your website and give it top billing in landing page headers and opening paragraphs.
Take a quick look at Booking.com - they’re the masters of this.
Whenever you search for a room on their website, you’re hit with multiple messages:
“5 people are viewing this hotel now”
“Last room booked 3 minutes ago”
“Only 1 room left at this amazing price”
The result? You feel compelled to do something in order to avoid missing out.
FOMO (fear of missing out) is your ally, so use it. Create a sense of urgency throughout the buying process and make it clear that if people don’t act quickly, they’ll miss out on something that will benefit them, big time.
Nothing will ensure fewer leads than a slow website which is an absolute pain to use on mobile devices.
So, make sure your website is lightning-fast and capable of scaling down to smaller screens.
Most of your visitors will drop by on their smartphones, and if they’re made to wait for just a few seconds longer than they think is reasonable, they’ll quickly head elsewhere.
‘Above the fold’ is a term that originated in the newspaper industry. It refers to the text you can see when a newspaper is folded over on the shelf; i.e. the most important text that’s likely to tempt someone into buying that paper.
The same applies online; your website’s copy, imagery and calls-to-action should take pride of place above the fold, so spend most of your time on that area when designing and creating the content.
This might seem like yet another thing to add to your huge to-do list, but conversion optimisation really will ensure your business has a future - it’s that important.