In my humble opinion, I believe that in the very near future the people who will be crushing it online are the people who accept the fact that they need to continually optimize and adapt.
Think about this…
In almost every niche market you can imagine, there’s someone with a website who’s serving that market. As more people continue to use the internet to solve their problems, eventually more competitors will pop up because they will soon realize they need to be online. (where the action is happening)
Enter the competition.
Guess what happens next?
The people who are already crushing it are going to have to step up their game if they want to maintain.
Because you’d be a fool to think your competition isn’t as smart as you are. They have access to the same resources as you. David beat Goliath because everyone thought that since he was overmatched and undersized, he wouldn’t stand a chance.
In order to maximize your potential, you must optimize on a regular basis and adapt to changes. The goal is to continually improve so that customer acquisition becomes easier. You should always work on improving your ability to turn traffic into leads and customers.
Not only do you need to optimize your ability to convert traffic, but you also need to optimize for retention. Don’t just kick butt at converting traffic, have world class customer service in order to retain your customer base. I guarantee you’ll sell a crap load more stuff on the backend once they become a raving fan of your business.
Whether you offer additional products and services throughout your marketing funnel or just make relevant and useful referrals, you’ll thrive. I double dog dare you to offer world class customer service. (if you take me up on my dare, you’ll thank me later :-))
The kind if optimization I’m talking about isn’t just how well you can get people to take the actions you want them to take. It’s also about how well you measure up against the other options (or distractions) they have, how well you can explain why your offer is better, and the ability to deliver on your promise.
The kind of optimization I’m talking about is more than just numbers in a spreadsheet. It’s more than about how much revenue per lead you generate. It’s more than about that positive ROI you love to brag about. People want to feel like what they give you is worth less than what you give them. Whether it’s our information or our credit card, we all want to feel like the value we receive is greater than what we gave up to get it.
Don’t you want that too? Don’t you want to deal with people who show they’re sincere? If you want that, your customers want it too.
So embrace the fact that if you don’t optimize and adapt, your online business will die a slow and painful death.
One last point:
Transparency is vital.
The best ways to set yourself apart right now…
Become more open and transparent. Be a human. Be yourself and be honest.
You can blame social media if you want to point fingers. It’s the main reason why transparency is so vital in this ever evolving internet climate. Heck, Mark Zuckerburg’s vision is “to make the world more open and connected.”
Finally, here’s a quick summary:
Optimize for conversions by doing a better job explaining why your offer is the best option and create a clear path to action.
Optimize for retention by offering world class customer service that your competition will envy and your customers will rave about.
Deliver what you promised and deliver it in a way where the value is greater than expected.
Be sincere and show that you really do care.
Embrace change and adapt. The rule of thumb is to stay at least 3 steps ahead of the competition.
Be as transparent as possible and be yourself. Show that you’re human and that you’re open and available.
This is a public service announcement. Ignore at your own risk.
Most people think they need massive amounts of traffic to their website or landing pages to generate a significant amount of revenue online.
But the single most important aspect of significantly growing a business using the internet is optimizing your website for maximum conversions. When you can do a better job converting traffic, you can make the same amount of revenue with less of it and also you can afford to pay more for it.
People like me who understand this know this is key to being able to successfully buy traffic rather than being so dependent on Google and the other search engines for free, organic traffic.
Conversions optimization is one of the most under rated components of running a successful website that generates leads and revenue. The companies that are making the most money online are that ones that are obsessive about their conversion rates and are constantly trying to improve them.
So without further adieu, I’ve compiled a list of 8 ways to help you on your journey to improving your website or landing page conversion rate.
#1 Do you have strong elements of social proof such as testimonials and reviews?
If you have people who love your stuff, make sure to show that off. Social proof is one of the most powerful selling tools in the history of advertising.
One of the things we’ve been able to do to successfully improve conversion rates for local business clients is to place their Google Places, Yelp, etc. reviews right on their website or landing page.
We’ve found many times people search for reviews about your business anway. Plus with local, Google is making reviews a huge part of their search results which is one of the main reasons reputation management has exploded recently. Reviews matter and if yours are good, show them off and watch your conversions soar.
#2 Is the functionality on your landing page or website consistent with consumer behavior?
I use what’s called heat maps to determine this behavior. Heat maps show me what people are doing when they land on my sites or my clients’ sites.
When I see a consistent pattern, I can increase conversions by making the layout of the page consistent with the patterns I see and use that to guide visitors to the desired action I want.
#3 Do you have any credential boosters or trust factors from highly respected 3rd parties?
This can be credible sources like former clients that are well known in your market, Better Business Bureau, News Sources, well known clubs or organizations in your market, etc.
Doing this allows you to borrow their trust and credibility by association, which in turn boosts your revenue potential.
#4 Does your website or landing page tell a story?
Story telling is one of the most common traits of successful copywriters. If you can focus on a story that is relevant to your prospects to keep them engaged, typically they will stay on your site longer. I use this for my own projects and my client projects by making the story lead to why our solution is their best choice.
#5 Do your sub-headlines relate to your headline and tell a shorter story that still gets your message across?
In other words, will people who skim through your content get the message by reading the sub-headlines?
This is another method I use very successfully for all of our lead generation projects. We have proven data that shows when the majority of people land on your page from an ad, the first thing they do is stop at the headline and then either hit the back button or skim the content on the page if they decide to stay.
We have been able to significantly increase conversions by making the sub-headlines on the page tell them a shorter version of our story and why we are their solution.
#6 Are your benefits clear and concise?
This is one of the biggest mistakes I see my clients make on their websites and landing pages. They don’t do a good enough job of spelling out the benefits of their products and services.
The ones that do show off their benefits usually do a poor job of explaining them in order for their prospects to understand why they are important and what they will do for them if they decide to take action on the offer.
#7 Is there a strong call to action? If so, is it highly visible?
This is also one of the big mistakes I find. You definitely want your call to action to be very strong. What I mean by this is that whatever action you want people to take on your site should be very compelling and enticing.
The other mistake here is that many times I find clients don’t make their call to action stand out enough. Your call to action should be very visible so your prospects can be clear about what you want them to do on your page.
#8 Are there any distractions from the main call to action?
Never distract from your call to action because it will confuse your visitors. When people get confused, they leave your site and move on to the next thing on their to-do list. In my experience, this may be one of the easiest things you can do to optimize your site.
Here’s an example:
I was able to increase a client’s conversion rate by 18% simply by removing the distractions on their landing page that kept people from having a clear idea of their call to action. I didn’t do anything else on their page other than remove 2 paragraphs. This one little improvement saved that client about $8k per month in lost revenue.
Need help improving your website or landing pages? Click here to contact me about getting an online marketing audit.