7 Tips to Improve Conversions With a Tight Budget
The best way to ensure that you are growing your business and getting the best mileage out of your website or landing pages is to improve conversions.
Every business owner who wants to see his sales increase also wants to turn as many visitors as possible into buyers.
Many people usually try to improve conversions using the two viable ends of a lead nurturing spectrum: They know they can use the metrics tools that are absolutely free, or they begin to look at ways to afford the costly metrics that seem out of financial range.
In order to experience real growth, most businesses need something that falls between these two extremes.
Some business owners need to find as many convenient ways as possible to optimize their websites simply because they have busy schedules. Small business owners are often in single-person operations and performing every function on their own.
It is hard for them to find ways to optimize when they are the sole parties responsible for every other aspect of the business.
Proper optimizing also eats quickly into small business budgets so it is important to stay conscious of costs. Here are seven ways you can start to improve conversions if you are on a limited budget.
1.Never Make the Visitor Work Too Hard
When a visitor comes to your site, it should be easy for that site user to shop with you. The design of the site should be attractive enough to keep interest, and the site should be completely accessible.
Part of that accessibility deals with being able to click on site buttons and get information from loaded pages fairly quickly. It also involves being highly searchable in search engines.
When someone does a search for your service of product, your site and products should be ranked high in the search engine results and certainly on the first page of results.
Research shows that a site with poor access accounts for nearly five percent of lost sales. People give up on buying if they have to work too hard.
Hurdles like slow browsers and poor usability do nothing to improve conversions or optimization.
2.Have a Unique Selling Proposition
Savvy businesses always know what sets them apart from their direct competition and all others in the industry. Visitors often compare several brands of an offering before they make a decision to buy.
They want the most affordable price, a connection to popular trends, the highest quality, easy checkouts, the most convenient shipping and clear policy about customer service and returns.
The right mix of these value points could determine whether you gain or lose a sale.
“You don’t have to change who you are, you have to become more of who you are.” –Sally Hogshead
Do not make your customers guess at your unique selling point. More importantly, do everything in your power to make sure they know who you are and how you are different.
To improve conversions, your selling point should be clear from the moment your visitors arrive on your landing page, even if you have to set it off in a contrasting color and a different size font.
If they have to guess about it, they will buy somewhere else.
3.Know Your Visitors to Improve Conversions
Getting to know a potential audience is sometimes a lot of guesswork. Because a company offers a particular product, its managers believe they know everything they need to know about a target audience.
This thinking is flawed for a couple of reasons. It assumes that everyone in a target audience will fit into the company’s box of preconceived notions. It also assumes that the things they assume about an audience will not change.
“Life is long.” –Brian Kurtz
Entrepreneur Brian Kurtz understands that life is all about change, and change is forever. This becomes more meaningful to the business owner who knows that customers and their lives are always in flux.
The needs of potential buyers is constantly evolving. What is true about them on any given day is subject to change before the next sunrise. To keep getting to know your buyers, it is important to open lines of direct communication to them.
This could be done through a toll free phone line, online chat operators, social media pages, webinars or online forums. This gives you a direct line to what your customer is thinking and almost perfect ways to respond and improve conversions.
4.Track Every Activity and Use the Right Data to Improve Conversions on Your Website
Tracking data is one of the most important ways to monitor online performance. One of the problems with data is that people do not often know how to use this data.
Some businesses track information that is so broad that they cannot draw a lot of conclusions from it.
The number of site visitors falls into this category. Is does little good to know this information if you do not know what those visitors did while they were on your site.
Other businesses track everything but still only look closely at the usual bits of data and get a somewhat skewed glimpse of their progress.
To improve conversions, you want to look at the web analytics that tell you how useful your site is for visitors and how it is those visitors turn into buyers.
For example, the number of visitors might not be extremely important, but the number of repeat visitors could give lots of insight about what is driving the sale for you.
Look at cart rates, cart abandonment rates, the rate at which shoppers remove products from their carts, and bounce rates. These things will give huge clues about what goes wrong during the purchase process.
5.Test All of Your Call-to-Action Buttons
You need to know which bells and whistles convinced the visitor to buy and which ones just took up important space. For some buyers, it all comes down to color.
If you place two different color call-to-action buttons on your landing page, it is easy to determine which one customers click the most to get to the shopping cart. Research shows it is usually the one that stands out most from the web design color. If you choose buttons that blend in, your sales will fall.
The text on your call-to-action button should also be something that connects buyers immediately to your product or service. The buttons that simply read “buy now” or “pay here” offer the least incentive to customers who are looking for direct benefits. The rule never changes: Buyers want to know “What is in it for me?” Your job is to tell them before they ask.
6.Develop a Clear, Fair Pricing Strategy
Pricing is a strategy that always depends on what the business and its customers value. If your product is geared toward a budget-conscious customer base, then it might be a good idea to position yourself as the place to get the best bargain. You can take advantage of price comparisons right on your site or offer price matching in order to keep your buyers happy.
Businesses who focus on some other selling point like the quality of products, however, must have a different strategy for pricing. The price should be clearly visible and fair, but you can take advantage of discounts at some other point in the purchasing process.
You might want to give discounted shipping or some other discount in the customer’s shopping cart. This is stellar customer service and makes customers feel good about purchasing something that costs a little more. Good pricing and discounts always have the power to improve conversions online.
7.Tell a Good Story
Compelling site content is a great sales tactic, and good stories always make for compelling content. For visitors who are trying to learn more about your brand or a specific product or service, this makes a huge difference in how much they trust you. People buy into good stories because a story helps them relate better to products and companies.
If, for example, you are selling fine china, the story that tracks the first set of dishes through a marriage and subsequent generations is one that potential buyers will hold on to for dear life.
It connects the product to real people and circumstances and keeps them emotionally invested in the product. They will support new lines of china, new designs and new china products simply because they believe in the story.
None of these suggestions to improve conversions is extravagantly priced. Most are merely modifications in ongoing behavior that will help make new business growth a healthy habit. Securing lots of visitors and loads of attention is always good business. Turning those visitors into buyers ensures your business will have a much longer life.
Do you have any tips for improving conversions in a budget?
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