How to take advantage of his visits to the site and convert into customers? What are the steps to do this and achieve good results? The answer lies in our guest post written by Rafael Damasceno, co-founder of Supersonic , the first Brazilian company focused on business acceleration through Conversion Rate Optimization. Check out:
Bring visitors to your site is increasingly difficult, is not it? After all…
In this current scenario, where generate traffic is demanding so much effort and money, it is essential that you be able to make the most of your visits .
So if you invest to bring people to your site but do not have a similar effort to turn those visitors into cash (customers!), You are holding an old accurate recipe for failure .
To win in the Digital Marketing modern, remember this mantra every day: VISITS ARE COST . You will only turn those visits into money if you are able to convert them into customers .
Ok. You already understand that the main purpose of your online presence not is to generate visits. This is just a means to come to an end . And that purpose is: bringing in new customers or leads for your company.
But for this you need to know what to change in your site to convert more of your visitors into customers, right?
This process of performing improvements on a site in order to increase the percentage of visitors who become customers, we call Conversion Rate Optimization (CRO or – Conversion Rate Optimization ).
And you probably need to do it better than it does today.
I work with Conversion Rate Optimization for some years. And one thing has become increasingly clear to me:
The greatest difficulty for a company to succeed in this practice is just the first step: how to START optimize conversions from my website?
After a good job of CRO is started and the first results are felt, it creates a certain “addiction” internal. CRO starts to become a vital process and the interest and focus on it ends up increasing naturally. But to reach that level, you need to start .
So in this post, I will show some efficient ways to get started with Conversion Optimization. How to take that first step, which is usually the most difficult of all.
And just to facilitate the most of this first step, how about starting by implementing simple techniques and with high potential impact on your site?
Below I share 5 CRO techniques that are very easy to apply. So easy you probably can implement them on your site alone today.
Doubt? So get this:
It’s not easy to win the confidence of someone on the Internet. The person in question probably never seen you and possibly never heard of you or your product.
Many online sales do not end up happening because the visitor does not feel safe enough to do the transaction.
His role as seller, is to increase this user sense of security. In other words, decrease the risk of your customer into a business.
And one of the most efficient ways to do this is to offer collateral.
What kind of guarantee? There are numerous. You need to assess what would be attractive to your audience and at the same time possible to enable your business.
One of the most traditional guarantees (and efficient) is the money back.
You probably already know how it works: the customer buys the product / service. If after starting to use, it does not like, that client can ask for their money back.
Most companies limit the guarantee to a certain amount of time after the purchase that can range from a few days to months or even years.
And the most “aggressive” (and rare) this warranty is lifetime. In other words, the customer can request a refund of your money whenever you want, regardless of how long he made his purchase.
You need not be so extreme as to start offering guarantees. But do not be afraid to experiment. Many people dread offer guarantees like the one above because you think that “everyone will ask for the money back.”
In my experience, I have never seen any implementation of this guarantee where the amount of new business generated thanks to this guarantee did not compensate for what was lost to people who have requested their money back. Believe me, unless your product is bad and / or its mis-selling, few people will activate the clause of the money back.
I do not know exactly where it came from. But there is a persistent legend on the internet that says that conversion buttons (also called Call to Action ) Green convert more than if they had any other color.
Unfortunately, as in most cases, the truth is not as simple as they say.
Your brain is programmed to pay attention to colors that are beyond the “standard” setting where they are inserted.
So if you want your Call to Action calls the user ‘s attention, it should have a color that manages contrast to the most dominant color in the layout of your site .
For example, if your site has a predominantly blue layout, a good color for your button would be yellow.
And green can even be the most interesting color for a Call to Action. Since the predominant color is red layout.
To help you understand which color contrasts with that, use this cheat sheet below.
Just draw a straight line and you’ll discover a contrast ratio.
So remember: anything out applying green buttons madly around. As I say in our blog Conversion Science , if I could do a billboard, it would probably be like this:
You may not believe it. But some of the revenue increases that we generate for our customers happen simply remove content their site.
I can state with confidence that the vast majority of sites are taken by unnecessary content. And make no mistake: unnecessary content decreases your conversion rate .
This is because our brain is also scheduled to give some level of attention to all the elements that we see on a screen.
This means that when you see the screen above, your attention is divided between 62 elements . Ie: bad. You can not pay real attention to practically nothing.
So there is a test idea of the easiest to implement: simply take an important page of your website and DELETE all the elements of it that are not directly helping to generate a conversion. If you look closely, you will find a lot of unnecessary things and inserted in the page for less important issues than the conversion. For example: “Political relations of the company.”
And do not give me this talk of “my company is very large and complex. She needs everything on your pages. ” Have you seen the front page of the world’s largest company? It is not that complex:
We will continue in the logic of the previous idea: your brain gives at least some attention to everything on the page.
So you know what can also be damaging your visitor conversion to lead or customer? This here:
Sharing buttons on social networks. In most companies, they are important. But much less important than the sale or lead generation.
So if you put them on your site, “disputing” user action with its main conversion, you may be losing money.
Try to remove them in an A / B and see if you get an increase in your conversions.
In Tip 2, you’ve seen how to work with colors in your Calls to Action (CTAs).
But another important element of the conversion button is the text that is within them.
“Submit”? “OK”? No. That’s not enough.
Buttons as well, initially created by the elders Webmasters, they are not clear on what will happen to the user when they click there. Leaves no doubt about what action will be triggered when people interact with your CTA.
In addition, you also need to persuade the user to click on your CTA. And to do this, nothing better than simply create a text showing that the user will get something good for him, something he want by clicking on that button.
For example, on a page where you are offering a presentation to the user, developing the importance of it and why it should be assisted a Call to Action so would be more than enough:
I hope these five practical tips have inspired you to start working with Conversion Optimization in your business. They are simple but powerful ways to start convincing your team (and yourself) that there is much to be explored in the art of turning visitors into customers.
And if you liked these 5 tips I have given and would like to see 20 other techniques that follow the same style, you may like to know this eBook:
As the name says, this eBook you will find the 5 tips I have given today and 20 other simple and powerful ways to increase your conversion rate . All tips have the same proposal to be quick and easy implementation, for those who want to start making it right CRO.