Think of the characteristics of a great salesperson. Their expertise doesn’t end at getting in front of prospects. A great salesperson aligns themselves with the buyer's journey and provides guidance through all the steps. This is what your website should do as well.
You’ll likely recognize them as elements of websites you have been to in the past (like IMPACT’s), but here you’ll find the quick and easy ways to implement them on your site and increase your conversion rate.
1. Make your copy action oriented
There should always be a next step on your site (an opportunity for the visitor to move down the sales funnel), and it should be made crystal clear to the reader.
When it comes to building great calls-to-action that promote that next step, the copy is just as important as how it looks.
Sadly, a large percentage of the visitors to your site are going to leave without leaving a trace.
Oftentimes, increasing the number of people who give you their email by just a fraction of a percent can have dramatic effects on your marketing and sales funnels. For example, if you’re getting 5,000 visits a month, converting 0.5% more of those would earn you 300 more contacts every year.
Adding an exit-intent popup gives you that last chance opportunity to capture visitors’ contact information.
Many times, the simplest things have the most profound effect. We have found that changing the color of a call-to-action button to a color that is outside of a website's color scheme does an incredible job of drawing attention to the button. With this contrast comes increased conversion rates.
What if you have already leveraged the techniques above and are seeing some killer results? Don’t worry; I have a takeaway for you.
Remember when I said that there should always be a next step? This is it.
Let’s speculate that a visitor just downloaded a great eBook of yours. Your thank you page gives them information on how to download and share the offer, but does it provide a next step?
Add another offer to this page that aligns with where your buyers are in their buyer's journey or even presents an action slightly lower in the funnel. Since they have already converted, their guard is already down. You’ve already built up enough trust with them to earn their contact information so this is the ideal opportunity to offer a little bit more (and possibly benefit from it.)
Getting started with is all about making the commitment to start making changes on an iterative basis. Once you see the needle start to move, it’s hard to stop! Hopefully, these quick techniques provide an easy way for you to take that first step.
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About Kyle Bento
As IMPACT’s Emerging Technology Specialist, Kyle helps our clients and members of the IMPACT community succeed with tomorrow’s trends and technologies.
People ask, “Is Kyle part robot?" We’re not sure, but here’s what we know: Kyle blends an understanding of what buyers crave — and what creates value for brands — with raw implementation know-how.
When Kyle isn’t empowering others to gracefully embrace the future, he can be found with a camera in hand capturing the world from his perspective.