What is the indicator of sales? Conversion rate. Sub-par conversion rates can hold back your sales. These five simple steps will help get you back in the game and give you an instant boost to your sales. Below are the do’s and don’ts to increase your conversion rate.
Companies are spending thousands of dollars driving traffic to their website, but how much of that traffic will convert into sales? What is a realistic conversion rate?
Step 1: Pop-ups, pop-ins, slide in’s, etc.
If appropriately used, unobtrusive pop-ups are an excellent way for a customer to make a b-line connection with your company. What do I mean by unobtrusive? Have you ever had that virus on your computer that keeps echoing text boxes until it crashes your PC and gets the blue screen of death that says, “She’s dead, Jim”? We’ve all been there. Companies often add pop-up boxes that become overwhelming with offers that take over your browser and lose sales for themselves.
- Make your pop-up feel welcoming and friendly because nothing turns off people more than feeling like they will be getting lost in the shuffle.
- Have a clear message for the outcome after they hit submit.
- Use attractive colors like greens, oranges, reds, and yellows.
- Make sure the colors and formats are easy to read.
- Limit the volume and locations of where they show up.
- Make the boxes auto-populate and have the capability to autofill the users’ information.
- Make sure any action item button and what comes next crystal clear.
- Make your pop-up too large for the devices they will appear on.
- Create multiple pop-ups on the same page with various offers.
- Require users to submit their information to view the rest of your website.
- Forget to set up email follow-ups for form abandonment.
- Have a pop-up on your contact us page.
- Use only one form of pop-up on your site. Use a variety to make your offers strong yet subtle.
- Offer something you can’t deliver.
- Some great pop-up plugins for WordPress are Optinmonster, Hustle, and SumoMe. Some of these have free options that work great. However, some offer more advanced options that can take your website to the next level.
Step 2: Special offers
What is a special offer? A special offer is something your business is willing to give to a new or existing customer that is special to them visiting your website. How many times have you logged onto a website that offers an instant 15% for signing up on their email list? This offer needs to be a no-brainer. If you have an eCommerce site, offer a percentage or $ off their purchase.
- Offer a need to your target audience that you are solving.
- Offer a clear and compelling offer with an action required to receive your offer.
- Offer something that can be used immediately.
- Have a straightforward and easy process for the offer to be used.
- Lead your customer down the path to buying thru delivery and implementation.
- Offer something you can’t deliver.
- Provide a discount or service where the outcome is clear and the user knows what will happen next.
- Create an offer that never ends.
- Create an offer that is not for your own business.
- Forget to change up your offers and keep your ideas original.
- Some of these are common sense, and however, sometimes you need to state the obvious.
Step 3: Auto automated Follow-up
Online automation these days is simply amazing. Artificial Intelligence is your friend, so long as you’re not into anything weird. You know who you are. Platforms like Mailchimp allow you to add new users to your monthly newsletters, and pop-up platforms like Optimonster will link them to MailChimp follow-up emails. If software like Infusionsoft is one of the choice tools in your bag, then you can put one of the best follow-up tools in your arsenal to work. Getting in front of customers with the proper follow-up is key to increasing your conversion rate.
- Throw away your preconceived thoughts about automated follow-up because AI is your friend.
- Let the automation do the heavy lifting for you.
- Make sure you set the correct timeline for follow-up after they answer your offer.
- Make sure the follow-up is the appropriate timeline for your customers (usually 3-4 days).
- Give the person who signs up a positive comment or unexpected warm and fuzzy.
- Do the customer’s footwork and let them know when their item has shipped, where it is in transit, and when it arrives at their house.
- For eCommerce sites, send emails about the frequency of payments and what will happen with their account.
- Make your follow-up emails overwhelming or obnoxious.
- Push too many offers.
- Be clear and direct about your follow-up in the subject line.
- Add them to a mailing list they did not subscribe to.
- Sell their information to outside parties.
- Confuse your customer with jargon that talks over their heads.
- Please do not use a no-reply email and make it difficult for them to reach out to you.
- Be afraid to tell your customers about the negatives of a product or service.
- Be transparent with your customers about their information, specifically any current or future charges resulting from signing up on your site.
Step 5: Lead tracking and Capture Rate
Not knowing where your leads are coming from is like money deposited into your checking account you did not put there. You need to understand how your customers are finding you. Tracking is even easier than you think and can be added to your Google Analytics account. You can tag clicks and trigger that Google Analytics tracks that can show your conversion rate in your monthly or weekly reports. Google has gotten so good at tracking clicks and information of analysts they created an ad-hoc area for Google analytics to help advanced uses sift thru data to pick up on trends in sales and plot future sales trends for their customers.
- Track every click on your website.
- Link Google Analytics to your website.
- Add in tags to track trigger points on your website.
- Look at the monthly reports generated from Google to seek trends.
- Hire someone who can tell you the current market trends for sales and show what your customers are viewing.
- Link Google Ads to your account to help track off-site clicks leading to visitors on your site.
- Ignore the data.
- Be afraid to ask for help because Google Analytics and Google Ads can be extremely confusing a difficult to navigate.
- Be afraid to scrutinize data and figure out what is working on your site.
- Hire someone who is not invested in your business’s success to be an analyst of your data.
- Be afraid to ask the essential questions.
If you follow the steps outlined above, your website will become a lead-generating machine increasing your conversion rate exponentially. Don’t be afraid to make mistakes. There is never a 100% guarantee the first time you implement a new strategy. It takes time and tweaking to keep making it better. However, there are solid marketing practices for increasing and automating conversions and follow-up to increase sales. Get creative and know your audience, and never be afraid to make mistakes.