What is Website Conversion?
In its basic form, website conversion means getting your visitors to do what you want them to do. Often times, it could be an email sign up, product sales, or downloading an ebook.
Here are the 4 on-page tricks that can boost your website conversion:
1. Optimize Your Sales Copy with Lead-related Info From Your CRM
Content is the biggest part of the sales funnel. But without adequate information about the leads you’re trying to convert, your content can be hit or miss. What if you can increase your chances of impressing your leads with the right information they need?
I’d go for it and I know you would too. This is what a CRM system offers you. An Introhive study showed that salespeople spent 5+ hours each week logging data surrounding their business interactions.
That has now been eliminated as the CRM system uploads this data automatically and makes it available to those who need it.
Do your hot leads generally interact better with a type of post on your blog or website? Do they prefer a type of content different from the written word? These are important information you can get about your leads on your CRM software.
When L’Axelle changed the content on its sales page to include more action words that their customers use frequently, they increased conversion rate by 38.3%, which was 93% better than the original copy.
Before the experiment:
After the experiment:
When you produce content with this knowledge, your leads will appreciate it better. They can only imagine how you’re able to know them so well. This type of content that aligns with your customer’s behavior is bound to increase conversions.
2. Move “Unqualified Leads” To a Segment And Build Relationships First
According to MarketingSherpa, only 27% of leads passed on to sales team from marketing are qualified.
More so, it’s a lot easier to engage with this people, stimulate interest, and convince them to buy your product.
On the flip side, for visitors to your website who are not yet qualified leads, it is a waste of time and resources trying to sell them your product or service when you don't know how they feel about it.
However, your CRM system helps to track these visitors and their actions and add them to lists you have specified based on actions you track on your CRM system.
For instance, visitors who download your free ebook can be added to a separate list while visitors who check the ‘about page’ or request for a product demo are added to another list. You can see that leads in the later list are leads who have more interest in your product.
By segmenting its visitors and showing demonstration videos, Voices.com improved their conversion by 400%.
For leads that have shown little interest, it is important to build a relationship, so they can trust you, before trying to sell them your product. This includes sending customized emails based on their activity at regular intervals.
3. Use Structured Workflow to Lead Website Visitors Down The Funnel
The sales reps have a responsibility of converting prospects into customers. Yet, 3 out of 4 sales reps have no idea what they are doing, according to HubSpot.
There are many steps involved in moving a lead from the top of your sales funnel to the bottom — where they become your customer. It is easy to forget important tasks at different stages of turning your leads to customers.
But with automated workflows, you can see the progress of each lead and the next action to be taken. This gives your interactions with a lead the right structure and it’s easy to see the results of the previous steps and to know whether you're to move forward with this customer or not.
Through an automated workflow on your CRM, you can create email campaigns to nurture leads, add calendar links to schedule calls, move leads to demo calls if leads respond, add new data while on the call, get regular alerts on follow-up tasks and more.
Your CRM platform houses all the data your team needs to track sales leads and tag them into categories through different stages of the customer journey.
This synchronized CRM system helps your salespeople to navigate customers through complicated sales processes efficiently. It also helps you to identify the leads that are to be moved forward along the sales funnel.
4. Know And Hone Your USP
Your Unique Selling Proposition (USP) is that rare attribute that sets your business apart from your competitors. It’s your edge in a crowded market.
It’s tempting for a business to try to please everybody. Because most businesses don’t want to miss out on any potential customer, they try to paint their brand business as being 100% perfect.
But that’s not how real brands thrive.
In fact, you have got to specialize in a certain market and get good at it. If potential clients see your business as the multipurpose business, they will opt for another competitor who specializes in solving their specific problem.
Find out what makes your business different from other businesses in a good way that your potential customers will appreciate?
This is your unique selling point. You're most likely not the first company offering that same products or services. So, why should clients buy from you and ignore your competitors?
Yes, it requires a lot of thinking to define what your company offers that competitors don't. But it’s doable.
To determine your unique selling point, Louise Pritchard recommends that you consider the following factors:
- Observe your competition: How do your competitors define their products or service? What is their unique selling point? Is it family heritage or fast delivery or premium products? You must observe the reasons their customers buy from them.
- Identify your target market: For you to sell effectively, you need to know who you're selling to. Who are the people that would be interested in your products? What's their location, age, wealth, e.t.c.?
- Put yourself in your customers’ shoes: You probably love your product but that doesn't mean your potential customer would love it. You must envisage being in your customer's position. What do they expect when they buy your product? What's their biggest problem to be solved?
- List the benefits your product has over the competition: What do you do better than your competitors? What important problem does your product solve better? Is it in the delivery or the usage? List them.
- Write it in a paragraph: Write your unique selling point in a paragraph. This paragraph must look attractive to your potential customers.
- Cut it to a motivating sentence: This sentence should be able to tell your customers clearly what you offer that’s absent out there, or that you do far better than competitors.
There are many companies that have crafted interesting unique selling points and they may not have the largest share of customers, but they do have a large base of loyal customers.
An example is Zappos. Zappos sells shoes and offers to ship your shoes for free. You can order extra pairs of shoes and if you don't like the extra pair of shoes after seeing it, you can return it with free return shipping.
This makes the lives of customers more convenient and reduces the risk of buying bad products especially from online stores. They're not trying to compete in low prices — but to offer the best customer service.
Using a CRM software to boost your website conversion also helps to improve collaboration in your organization. According to Frost & Sullivan, companies which invested in collaboration technology had a 400% ROI.
The good news is, 91% of companies with more than 11 employees now use CRM software. The amount of information you get about your leads can help you understand the customer and adjust your processes accordingly.
This can only lead to better interactions with potential customers and consequently results in more sales.