Three Ways To Convert Your Visitors Into Money
Getting traffic is easy, but converting that traffic requires a little bit more thought…
If you’re creating wonderful content, building a social media following, and picking up those backlinks, you’re already doing a decent job of gaining some ‘free traffic’. Or, if you’re going the other way spending money on paid traffic through Google, Facebook or Bing, it doesn’t matter. Getting traffic isn’t that tough.
But you’ve got to remember getting any old traffic won’t necessarily bring profits.
Even if you’re not “paying” for traffic, you’re still paying with your time, so really you pay for all traffic. It’s all an investment. So you need to make sure you squeeze every person that lands on your page. Treat every single visitor you have as someone who could make you money.
Obviously, that sounds simple, but not everyone regards every single visitor as a potential lead. And most people presume any kind of traffic is the way to boost sales.
No, no, no. You’ll make much more money if you can make your site convert better, meaning more visitors make a purchase. It’s obvious, it’s simple.
Don’t let anyone tell you that you can’t make money with a small amount of traffic. It’s a myth!
Spending a little time adapting your site and sticking to simple principles, this can really push your conversion rate up.
It’s easy. Would you rather get 1 sale for every 100 visitors, or 2? How about 3, 4 or 5 sales per 100 visitors? Conversions jump from 1% to 5 or 6% quite regularly in a very short period of time when the focus has been on tweaking and testing conversion factors, rather than just traffic.
That’s a 400 or 500% growth in your business! HUGE!
You don’t even have to be a marketing expert to do it successfully, you just need to apply the very well-proven principles which are known to be huge conversion boosters.
And without further ado, here we go…
1: Gain Your Visitor’s Trust
This is massive. If your visitors don’t trust you, you’re not getting any money and it’s as simple as that.
You’ve got to build their trust ASAP. First impressions count for everything.
Firstly, don’t make yourself anonymous. Create an identity, have a personality, and let them know who you are, otherwise, your site can seem daunting and scary.
Everyone wants to feel secure online whether you’re an internet veteran or a relative newcomer. Make sure you create a well written ‘About Me’ page. Introduce yourself, and explain what the site’s all about and what you’re all about.
Use a photo of yourself, ‘scrubbed up and smiling’ throughout your site, as it’s a great trust builder. It helps when people can see who they’re dealing with. Even knowing your name can help, in fact, we added a signature under a headline on a sales page and conversions jumped by 8%. All from just adding a signature!
If you have genuine testimonials show them off prominently. If other people are bigging you up, it helps new visitors to feel more at ease and confident about their purchase.
If you’re a ‘bricks and mortar’ company, make sure you add images of your offices and your team etc. The more you show, the less you hide and that definitely builds trust and puts your potential visitors at ease.
If you’re selling your own product, offer a cast iron guarantee, make it obvious and remind them again as they are about to buy. A guarantee definitely builds trust as it removes risk for the buyer so they know they aren’t going to lose their money if they’re not satisfied.
If you’re an affiliate, always promote the Vendors guarantee on your site. Products with guarantees always out convert ones without, so make it clear their purchase is risk-free. Don’t leave it to the vendors’ sales page as your job is ‘pre-selling’ and putting their mind at ease before they buy is a huge part of that.
Use any memberships you have to professional organisations, badges, crests, relevant qualifications, positions etc to show your expertise.
People like to buy from people who know what they are talking about. If you’re an online veteran and have picked up some good media attention along the way, link to it.
Again, positive media exposure helps build trust when your visitor meets you for the first time, so show off!
2: Learn The Simple Principles Of Good Copywriting
I’ve been a Copywriter for over 20 years and I’m still learning. However, the most important thing I’ve learned is that you don’t need 20 years experience to make a huge difference in your conversions.
It’s the main principles which are the most important and have the biggest impact and you can learn how to implement them really quickly. Remember that your copy is your salesperson. You’re not there to sell face to face, so your words have to do it.
The most important principle is ‘What’s in it for me?’
SHOCKING FACT: Your visitors are not in the least bit interested in YOU (other than for trust building purposes) . . . or your product/service. They are only interested in WHAT it can do for them.
How will your product help them, make their life better, easier, less stressful, save them time, make them prettier, happier, richer or healthier? Help them to picture themselves enjoying the product and it will help conversions.
Sell the benefits. They are not interested in the fact that you have “developed your manufacturing process to ensure 3 millionths of nanometer tolerance”. But they are interested in the fact that this means your product is indestructible and they’ll never have to buy another one.
So if you’re mentioning features, follow it with the phrase: “Which means . . .” then explain the benefit. Like this: “We’ve developed our manufacturing process to ensure 3 millionths of nanometer tolerance. . . which means our product is indestructible and you’ll never have to buy another one.”
Important features are great but they’re emotionless. Knowing I never have to buy another one, however, means I’m saving money and that always makes me happy.
Using relevant imagery and videos can help conversions too. Show the product being used, action images, how easy it is to get the results they want. Showing the end result of using your product or service is always a powerful persuasion tactic.
Take this principle all the way by using videos to show the product or service in action, testimonials, how to videos and how to get the best out of your product etc.
Headlines are visitor magnets. USE THEM.
“Welcome to my website” just doesn’t cut it. Changing it for a benefit based headline always pushes up conversions. You need to grab attention and draw them into the page. Every page.
People decide whether or not to read your copy based on its headline. In other words, they will scan and either see something that makes them read more or leave . . . probably never to return.
As David Ogilvy of Ogilvy & Mather, often called “The Father of Advertising”, said:
“On average, five times as many people read the headline as read the body copy. If you haven’t done some selling in your headline, you have wasted 80 percent of your money.”
This quote really applies to Direct Mail and advertising . . . however, it’s the principle you should think about.
When you pick up a newspaper, how do you decide which articles to read? The headlines of course, as we’re wired that way. A good headline draws you into the page.
Which story would you read?
1. “Local woman finds pine cone washed up on the beach.”
2. “Government to lower age of retirement to 40 and introduce £50,000 bonus, plus unlimited cash on demand system for pensioners.”
Unless you’re a rare pinecone collector . . . I’m guessing number 2.
It’s an extreme example, but you get the point right? You can’t presume your page will be read so you HAVE to grab their attention and lure them in. Or they’ll never even see your offer.
3: Build a subscriber list.
In case you’re uninitiated, when you put your email into a box on a site, in return for a free gift, report, discount etc, you are now on the website owners subscriber list. You can do the same on your own website and it’s one of the most powerful conversion tactics you can use.
Remember, it’s all about getting more sales from the same amount of traffic. What could be more effective than having multiple chances to sell to them? Once they’re on your ‘List’, you can send them follow-up emails to keep promoting your products.
You’ll need an online autoresponder such as Aweber, iContact or GetResponse, to manage and communicate with your list.
Cost? Around $20 a month. And it’s worth every single penny . . . as long as you use it right.
Don’t hit your subscribers up with 6 email pitches a day. Most people will soon grow tired of that and unsubscribe. Instead, give them regular useful, relevant niche info, with your offers sprinkled in every 3 or 4 emails.
Write your pitch emails in a way that suggests a problem they may be suffering in their business and present your product or promo as the solution. Once again, you’re helping them and stand a much greater chance of making the sale.
Once you’ve grown your list to a decent size, you can also do ‘List Swaps’ with other product owners or affiliates to promote each others site. And obviously, if you’re an affiliate, you can find new niche-relevant products to promote to your list and to boost your income further.
Setting up an autoresponder is a little too much to go into in detail here, but I’ll have more posts regarding this subject soon. So keep your eyes peeled for them. However, when you sign up with one of the reputable autoresponder providers, they have a ton of help to get you set up if you want to get started.
Ready to raise your conversions?
The difference these tactics can make to your conversions is amazing. I‘ve seen it over and over again in my 20 years as a Copywriter.
If you’re not currently using any of these tactics, it’s your lucky day. I have NEVER seen a website that failed to make more money when these tactics were used. It really is that simple. If you’re already getting plenty of traffic and you’re not using them, you are sat on a goldmine and will enjoy results almost immediately.
If you’re just starting out you need to apply these as soon as possible before you promote anywhere. You’ll have the luxury of starting your online business the right way, from the very start, as your site will be a conversion machine.
Then, when you ramp up your traffic, you can watch the till ringing magic unfold.