Are You Experiencing Quality Traffic That Just Won’t Convert ?
Your are offering quality content, your on site and off site SEO is good and you even have found success in driving traffic using targeted Facebook ads. But conversion is low and so is sales – This is a common quality found among e-commerce sites. We have interviewed our most successful customer’s and have put together a list of 7 elements that will increase your conversion and sales. These elements apply to all CMS’s such as WordPress, Shopify, Big Cartel, and other popular shopping carts.
1. Attention Grabbing Headline or Sub-headline
2. Sales Video or Explainer Video
3. Testimonials
4. Trust elements
5. Important elements above the fold
6. Features and benefits checklist or long copy
7. Minimal links or Options
Lets take a look at each element and break them down.
1) Attention grabbing Headline or Sub-headline
This is the most important element in a high converting, just like a book cover, this is the first thing a consumer sees when visiting your website. If the headline doesn’t grab the viewers attention, they are very likely to leave and go to your competitors website. The headline needs to resonate and capture attention instantly.
Ask yourself, does my headline grabs attention or does it get lost in the page?
2) Sales Video
This is something I really, really, really encourage you to have on your website since is one of the highest rating conversion elements on websites today. A video allows you to put all the vitally important sales criteria in a condensed and interesting medium.
Sales video has tested again and again to capture attention better than pain text can ever could, so having one is a huge PLUS.
3) Testimonials
Testimonials are another powerful tool to build trust and credibility instantly with your potential client. They show people that you can be other trust and that you deliver, or over deliver, on what you say.
We are naturally skeptical on what ourselves say but trust in the option of others.
4) Trust Elements
These elements are similar to testimonial in the sense that they also build trust.
They include things like:
• Brand logos you’ve worked with
• Phone number
• Credentials
• Testimonials
• Stamps
• Guarantees
5) Important elements above the font
“Above the fold is GOLD”
Potential clients spend 80% of their precious time above the fold. This is why a potent sales or explainer video is KEY to increasing your closing rate. Having a Call to action above the fold will also dramatically improve the amount of action taken by average customer.
NOTE: “Fold” is the section of the website that is visible as soon as you get there. And anything you have to scroll for is considered “Under the fold”
6) Feature and benefits checklist or long copy
One of the most important aspects of any website, besides the sales video, is the sales copy. The length isn’t important, as someone who is interested in a subject will read absolutely everything on it. The important part is getting the required information and displaying the benefits to the potential client.
REMEMBER: Features don’t sell, but benefits do. For example, having air conditioning in a car (Feature) doesn’t matter, what matters is being able to cool down in a hot summer day (Benefit).
7) Minimal links or option
This one comes from a thing called the “Slippery Slide Theory”
“Picture someone at the top of a slippery slide (landing on your website) and when they go down the slide you want them to go smoothly down the slide all the way to the end (call to action) YOU DON’T WANT any bricks on the slide (unwanted elements / distractions) as this will take them down the wrong path and they may reach not reach the end (call to action)”
Having fewer links encourages the potential client to take the action you want them to do and not get distracted and do nothing. If you are missing any of these elements, now is the time to do something about it. Take action and improve your conversion rate.
If you can take the time out and improve the above 7 elements of your store. You will definitely see an uptick of conversion from quality traffic. You worked hard to get the traffic, now is the time to convert them into customers.