Your business website is essentially your storefront, and most significant marketing piece all rolled into one. After you’ve driven traffic to your site, you need as many of them to buy from you otherwise much of that effort would be wasted. Here is what you can do get more online sales from your traffic. But I must emphasize that you test everything to see what works and what doesn’t work for your website.
Offer one product or service on your home page.
Offering fewer products in one place with more content describing those products always translates into higher sales. Offer one product or one set of related products. You can focus on one key set of benefits and answer any questions your customer may be having about your product. You don’t have to stop selling your other products, you can always offer them to your customers on other web pages or by using follow up offers.
Reposition your opt-in offer to boost opt-ins
Did you know that WHERE your opt-in offer appears on your site can have a huge impact on how many subscribers you attract? Test placing your opt-in offer in a prominent position on your homepage like the top-left of the page. At the very least, the area of screen first visible to a visitor before they scroll down the page. You should also test placing your opt-in offer on EVERY page of your web site so it’s always in front of your visitors, and try using a “hover ad” (see below).
Add impact to your promotion with “hover ads”
Pop-ups were a very useful online marketing tool for years but a percentage of Internet users disliked them, and so pop-up blocking software was created. Hover Ads BEHAVE like pop-ups, but that are NOT pop-ups — so they don’t get blocked. They’re effective because they put important information, such as your opt-in offer or a special time-limited promotion, right in front of your targeted visitors.
Feature different benefits in your headline
Your headline has a HUGE impact on your sales. A successful headline should highlight a problem your target audience faces and stress the main benefit of your product or service in solving this problem. For example,“Box4Blox — The Amazing Toy Storage Box For Lego.” This headline tells you what the product is, but not what it does for you. It doesn’t give a visitor any good reason to continue reading the rest of the page. Contrast this with “Finally! Discover the Secret That’s Got More Than 50,000 LEGO-Crazy Kids Worldwide Actually *LOVING* Clean-Up Time!” This headline presents a major benefit of the product and a solution to a problem — in this case, how to get kids to clean up after themselves, and actually enjoy it
Establish a problem and how to solve it
In the first couple of paragraphs that appear on your homepage, you need to go into more detail about the problem you introduced in your headline. Once the problem is established, you can then begin introducing your product or service as the solution to this problem. By emphasizing exactly how your product or service will solve your reader’s problem, you are guaranteed to see a boost in sales!
Add credibility in your copy
It’s vital that your salescopy establishes your credibility: It’s through this process that your visitors come to trust you and feel comfortable enough to buy from you. There are several ways you can do this. You can add customer testimonials to your page. You can also enhance your credibility by adding a section to your copy that outlines your credentials, experience, and any background information that makes you qualified to solve your target audience’s problem.
Focus on your readers… not yourself
The most successful salescopy focuses on the reader. Too often, business owners neglect this simple golden rule. Look carefully at your salescopy. Is it filled with references to “I,” “me,” and “we”? Try searching for “I,” “me,” and “our” in your salescopy and replace them with “you” and “your.”
Convince readers that they need to buy now
It’s very important that your salescopy instills a sense of urgency in your visitors, compelling them to buy NOW. The best place to do this is towards the end of your salesletter, near the call to action (when you ask for the sale). Here are a few of the most effective ways to create a sense of urgency. Try testing each one against your current copy:
- Offer a limited-time price discount offer where visitors must buy before a certain date in order to qualify for the discount
- Offer additional bonuses for free if they buy within a certain time frame
- Offer only a limited quantity of your products or services
- Offer a limited quantity bonus
Remove references to “buying” from the first fold
People usually go online looking for free information. If you start your sales pitch too early in your copy, you may end up losing them before you’ve had the chance to hook them. You first need to get them interested in what you have to say by relating to a problem they’re facing and how you can solve it. Once you’ve accomplished that, you can start to sell to them. Try removing references to “buying,” “cost,” and “sale” from the first fold. Don’t mention anything to do with making a purchase or spending money until after your reader is interested in your product and trusts you enough to buy from you!
Boost your products desirability by adding images
Images of your products make them “real” to your visitors and are a powerful sales tool. In fact, our testing shows that you can increase sales by more than 10% just by adding product images. But sometimes revealing what the product is too early in the sales process can kill the sale — you may need to highlight the product benefits and value before you reveal exactly what it is.
Try placing images near the top of the page against placing them near where you’re asking for the sale. You should also test adding images to your order page, and test the response to using no images at all. This way, you’ll learn exactly where to place product images for maximum impact.
Grab the attention of “scanners” by changing the formatting and appearance of your copy
Very few visitors to your web site will read every word of your salescopy from start to finish. Most will “scan” your copy as they scroll down the page, reading only certain words and phrases that jump out at them or catch their eye. You need to test highlighting your key benefits to find the right combination that will grab the attention of people who scan rather than read online.
- Using bold, italics, and highlighting (sparingly) to emphasize the most important benefits of your offer
- Keep changing the length of your paragraphs so the page doesn’t just look like a block of uniformly formatted text
- Add sub-headlines that emphasize your key messages and compel your visitors to read the paragraphs that follow
- Leave the right-hand side of your text ragged (as that’s easier to read than “justified” text that uses the whole width of the page)
- Center important — but short — chunks of text or sub-headlines to further draw them out of the main body of text
- Use bullet lists (like this one!) to emphasize key points
Fine-tune your follow-up process to maximize sales and attract more repeat business
Following up with your customers and subscribers using autoresponders (automated e-mails) is crucial to generating more sales as it often takes several contacts before someone buys from your site.
In your follow-up e-mails to new subscribers who haven’t bought from you yet, you can restate your offer and ask for the sale again. Try sending an immediate follow-up after new subscribers sign up, giving them a reason to return to your site the same day they sign up. You can test this against sending a follow-up three days after subscribers first visit your site to see which method works best.
Following up with existing customers is just as important. In fact, tests show that 30% of customers will buy again if they’re given the chance. It helps you develop profitable long-term relationships with them and allows you to offer “backend” products relating to their original purchase. You can test sending a backend offer immediately after they make a purchase against sending one three days afterwards to see which approach generates more repeat business.