How To Get A Pay Raise From Your Web Site

Many web site owners are great marketers. They know how to drive a ton of traffic to their site. When the results are less than what they had hoped for, they think the answer is to spend more time and money generating even greater traffic.

What they really need to be doing is improving their conversion rate.

Picture this: If you currently get one sale (or subscription, etc) for every 100 visitors to your site, you have a conversion rate of 1%. But what if I told you that by making a few changes to your site you could increase that to two sales per 100, and double your income without increasing your traffic?

The best part is that most often simple changes are all that are needed. Once you make those changes, you can forever “convert” a greater number of visitors without doing anything else different. So, without further ado, here are three areas to focus on that will have the greatest likely impact on your conversion rate:

Design     

The purpose of your site’s design is not to impress, but to persuade. Your prospect is there for information, and any design element that gets in the way of her quest is hurting your sales. Make it as easy as possible for her. Treat her to a clean, fast loading page that guides her straight to the action you want her to take and lets her take it.

They may look cutting edge, but if you want a web site that contributes to your bottom line here are some design ideas you will want to avoid:

Opening with Flash. If your site opens with a movie that your prospect is forced to sit through, no matter how short, before they can get to your “welcome” or “home” page, you are losing customers. She wants information, and that movie is standing in her way. She may not wait to see what is on the other side.

 

There is a time and a place for Flash – if you can make it blend seamlessly with your users experience. Use it for a demonstration of your product. Have an actual customer give a “live” testimonial. But make sure it adds to the persuasive flow of your site rather than interrupting it.

 

A Pretty Landing Page. If your prospect types in www.widgets.com (or clicks on it in her search engine result) and is greeted with “click here to enter”, she is just as likely to hit her “back” button instead.

 

Reverse Type. Reverse type is basically white letters on a black background (the ‘reverse’ of what is normal). It looks cool and hip. But it is a pain in the rear end to read. Add that to the fact that people read a computer screen 25% slower than paper anyway, and you are just making it too difficult. Many people simply will not make the effort.

 

Small Print. I’m not talking about legalese. I’m talking about using a font that is too small. Once again, it is harder to read on a screen than it is on paper. If your font is smaller than 10 points, you are asking too much of your prospects. I know it looks cool, but looks don’t make sales.

 

Distractions. If anything on your page is blinking, moving, changing color, or in any other way drawing your prospect’s eye away from the words he is reading, your bottom line is being hurt. The same goes for busyness. If there is too much on the page, even too much print, it will not be read.

Your web site may not look as exciting, but getting rid of these design elements will make your bottom line a thrill. And that is about as exciting as it gets!

Copy    

The words on your page are the most important, and most often overlooked, element in the conversion process. It is what you say to your visitor that will convince her to become your customer. Make those words as powerfully persuasive, benefit laden, and emotionally charged as you possibly can. Sell her on the action you want her to take.

Imagine you're going on a blind date. You've heard wonderful things about this person, and in your heart of hearts you're thinking -- hoping -- this might just be "the one." Your heart beats a little faster as you pull into the driveway, and your stomach is all aflutter as you gingerly reach out and ring the door bell.

The door opens, and suddenly you are facing one of the most attractive members of the opposite sex you've ever laid eyes on. Your breath is literally taken away. You become an instant believer in love at first sight.

But your date just stands there at the door. No matter how much you chatter away, she doesn't say a word. You are not invited in. You're not even smiled at. Eventually, you give up and get back in your car. Your date goes sadly back inside, wondering why her dates always turn out the same way.

You see, your date desperately wanted to go out with you, but you had no way of knowing that because she didn't speak to you. She didn't invite you in. So neither of you got what you wanted.

That is exactly how your website visitors feel if all they are greeted with are fancy graphics.

Now imagine your date has just the opposite problem – she won’t shut up. She spends the entire evening going on and on about how great she is. She details every success she’s ever won and every wonderful attribute she possesses.

You’d be ready to ditch her before your dinner ever arrived. And – you guessed it – your prospects see a hype-filled web page in exactly the same light.

What are you looking for when you go on a date? A connection. And that’s what your prospects are looking for when they land on your website: Information that connects with their needs and offers them a solution they’ll feel good about.

Credibility.

We live in an unprecedented era of communication. Because of this, your prospects are literally bombarded from all directions with marketing messages. They’ve heard so many hyped claims, that they automatically distrust them all.

It’s even worse online, where scams and SPAM have left everyone with a bad taste in their mouth.

It’s your job to prove beyond a shadow of a doubt that you are credible, and to remove every possible hint of risk from your transactions. What can you do?

Use believable testimonials. You must have testimonials. The best ones use real, full names – and if you can get pictures, so much the better. And if you can, try to have testimonials that have a bit of a negative point thrown in: “I really thought your product was too expensive, but I gave it a try, and now I think you’re not charging enough!”

 

Tell the whole story. Don’t try to make yourself sound like perfection personified. Admitting to a weakness or fault skyrockets your credibility.

 

Timing is everything. Use a “point of action” assurance – State your privacy policy right beside your subscription form. Spell out your money-back guarantee right above the “Buy It Now” button. Know when your prospect is going to have second thoughts and address them in that space.

 

Eliminate Risk. Don’t skimp on your guarantee. Make it firm and make it meaningful. The slightest hesitation or equivocation in your guarantee sends up red flags for your prospect. If you believe in your product or service she expects that you will stand by it.

The bottom line is providing a friendly, satisfying experience for your prospect. Give her the information she came looking for, make an emotional connection with her and show her that you can be trusted to meet her need.

And then get out there and start enjoying your raise!