Driving traffic to your website and capturing the attention of potential customers is only the first part of the sales process. Once your intended audience has arrived at your website, you need to convince them to buy your products and services. Many businesses focus on drawing visitors to their website but pay much less attention to turning those visitors into paying customers. If you're experiencing a low sales rate, despite driving significant traffic to your website, these three key principles will help you to maximize conversion rates.
Identify and Research Your Target Market
Understanding your audience is the single most important factor throughout all parts of the marketing and sales process. The more clearly and narrowly you can define your target market, the more effectively you will be able to identify and fulfill their needs. Specific information about your ideal customers, such as their age range, marital status, job title, annual income bracket, beliefs and interests can be extremely valuable when planning your marketing and sales copy, as it will enable you to find angles that appeal to them. Understanding their fears and desires can be even more valuable, as the ability to stir emotions in your target market can often produce the best results.
Tailor Your Landing Page
Many businesses make the mistake of using a generic landing page or sending website visitors directly to their product sales page, which often leads to high bounce rates. Usually, new website visitors arrive at your site looking for a specific product, service or information, especially if they have clicked through from a link on another website, social media platform or marketing email. Using a generic landing page will not captivate their attention, while a product sales page will make them feel pressured into making a decision. Creating dedicated landing pages that are tailored to each marketing campaign or specific promotion is essential for reducing bounce rates.
Trim the Fat
Your landing page, sales page and product description should all be laser-focused on the product or service you are promoting and all information provided should contribute towards achieving your goal. If your goal is to sell a specific product, then all elements of your landing page should contribute towards this goal. Remove any extra information or potential distractions, such as unnecessary graphics, links and non-essential information. Focus the visitor's complete attention on the product you are trying to sell, the benefits they will receive by purchasing it and how it will help to improve their life. Avoid using pop-up windows and flashing or animated graphics, as these can distract and annoy potential customers.
Poor conversion rates are often the result of a badly-designed, generic or distracting landing page, all of which can lead to high bounce rates. Identifying and researching your target audience is the first step in creating an effective landing page, as it helps you to understand your customers' needs. Designing tailored landing pages that focus completely on your sales goal is the key to maximizing your conversion rates.