Optimizing Your Customer Conversion Rate

What is it that’s keeping more people from buying your products? Are you selling items that they really want? Is your website designed to convert prospects into customers? To increase your conversion rate, there are a few things that you need to focus on: market research, split testing, and sales copy. The most successful businesses understand their market, constantly test to figure out what works, and have the ability to craft a sales message that gets people to buy.

Market Research

Smart business owners understand that market research is critical to success. Before you do anything else, you need to know whether that market is willing to spend any money. Many markets are filled with people only looking for free information, which is obviously the type you would want to avoid. By using the Google Adwords Keyword Tool, or other keyword research tools, you can determine how competitive that market is, how many people are searching for information as well as how profitable that market likely is.

Constant Split Testing

Your low conversion rate may just boil down to a design issue. By testing multiple designs and other elements of your website, you’ll begin to notice which pages convert higher than others. There are different types of split testing software you can use, from A/B testing to multivariate versions. A/B split testing allows you to test multiple versions of your site at once, with each version containing one changed variable. Multivariate testing allows you to test multiple variables at the same time to find the best converting option. Elements you can test include headlines, colors, and prices.

Analytics

Google Analytics can provide you with detailed reports that show how long people are staying on your site, and what keywords they’re using to reach your site. This information can be used to give you an idea of what your market is interested in and what types of products or services they want to purchase. If you sell baby products and find that “baby stroller” is a popular search term, you can add relevant content and begin selling baby strollers directly from your site. Use Google Analytics to help you decide what you’re doing correctly, and what you could add to increase sales and conversions.

Your Sales Funnel

Are you selling to your prospects as soon as they get to your site, or are you offering something for free to build a relationship with them? Many business owners make the mistake of going for the sale right away. By offering a free report or downloadable item, you can begin to build trust between you and your prospect. Let’s say that you sell golf clubs – you could offer a free report about how to find the best deal on golf clubs in exchange for the prospect’s email address. Once they’re on your email list, you can continue to send them valuable content for free and eventually make an offer for one of your products.

Sales Copy

Too many marketers fail to write sales copy that gets their prospects to take action. They want to talk about how great they are or why their product is the best, but fail to mention what’s in it for the customer. Instead of talking about features, mention all of the benefits that the customer would receive by purchasing your product. An example would be, “Our camera is so light-weight and portable that you can easily take it with you wherever you go – from your kid’s soccer game to your high school reunion!” As mentioned before, you can split test sales copy to see which version converts better.

In review, make sure to research your market, test everything from the color of your site to the prices of your products, and try to make improvements to your sales copy. Always measure your results – whatever you can measure you can improve upon.

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