Want to learn true solid tactics for boosting conversions and sales? Silly question, right? Because if you consider yourself any sort of marketer at all, then you live and breathe conversions (and sales).
It consumes your thoughts. It’s the thing that gets you pouring over your stats almost obsessively (“Did I make a sale? Did I get a new subscriber?”) And it’s also the thing that can get you pulling your hair out in pure frustration.
Because you know what?
Sometimes it seems like you’ve done everything right… but the conversions are dismal. People aren’t clicking. They’re not responding. They’re not buying. They’re not converting.
The question is… WHY?
In many cases, you can narrow it down to one of the seven reasons listed below. Take a look to see if you have any of these problems…
No One Trusts You
Trust is a strong factor when it comes to whether people are willing to join your list, buy your offers, or do any other kind of business with you. But it’s not like you can just flip the “Trust” switch to on. It’s not like there’s a WordPress plugin that you can install that automatically instills trust.
No, gaining trust is a process. It’s a series of small steps that you take every time you’re in contact with your prospects and customers. It’s something that grows over time… and it can be lost in an instant.
Here are three ways to gain and earn trust in your market:
- Build credibility. The idea here is to tell people why you’re trustworthy and credible. You don’t want to drone on and on about yourself (no one really cares), but you should spend a few sentences in your sales letters, on your blog and elsewhere telling people about your background, credentials and experience in the niche.
- Look professional. In other words, make sure everything you put out looks good, from reports to the design of your website to the videos you load up on YouTube. Because if your site and materials look like an elementary school child created them, you’re not going to build confidence and trust.
TIP: If you can’t create content, graphics, videos and other materials that ooze professionalism, then outsource these tasks to others.
- Put your prospects and customers first. Let their needs and wants guide you in your business decisions, rather than letting your own needs and wants guide you.
For example, sometimes you may have to make the choice between promoting two similar products. One of them might pay out really good affiliate commissions. The other may be a far superior product, but it doesn’t pay as well to promote it.
Guess what? You should always promote the superior product. Because if you promote a crap product just to make a quick buck, your credibility is going to take a hit. People are going to lose trust. And your conversions are going to sink faster than a lead balloon.
The Sales Copy Stinks
There are a lot of marketers who put out what they think is “good” writing for their lead page or sales page.
Oh sure, the writing is grammatically correct. It would make an English teacher proud. Maybe even ol’ Shakespeare himself would be proud.
But guess what?
“Good” writing doesn’t generate sales. What might get an “A” in an English class could get a big, fat “F” in a copywriting course. And that’s because there’s an art and science to creating compelling sales copy that gets results.
If you’re writing your own sales copy and it’s just not generating any kind of good response, then the easiest thing to do is to outsource this task to a professional. The cost for outsourcing this task easily pays for itself once your sales letter starts generating more sales.
If you’re thinking your sales copy just needs a few tweaks and it will be good to go, then you can check on these points…
Is it the right offer, for the right audience, at the right price?
First things first – is your offer even something that your audience wants? And is it set to the right price? Because if you don’t have these pieces in place, then even good sales copy is going to struggle to see your item. So, if you’re not sure whether this is something your audience wants, then do your market research to find out for sure.
Assuming all of that is in place, then let’s move onto the actual pieces of your copy…
Does the headline hook your audience?
If your headline isn’t compelling enough to grab your audience’s attention, then the rest of your sales letter wouldn’t even need to exist. That’s because a poor headline can get people shrugging and clicking away. But a great headline can grab their attention and suck them right into reading more of your sales letter.
What does a good headline look like? Check out these tips:
- It speaks to your audience. As soon as anyone in your target market sees your headline, they should know it’s for them.
TIP: You might create a pre-headline (above your main headline) that specifically addresses your market. E.G., “Attention Allergy Sufferers…”
- It presents one or more big benefits. Don’t be shy here – put your biggest benefits right there front and center in your headline.
For example: “Here’s the Absolute Easiest and Fastest Way to Double Your Conversion Rate – And It’s FREE!”
- It may arouse curiosity. This doesn’t always work in a headline, but when you pull it off it can be very effective.
For example: “Here’s the Astonishing Copywriting Secret That Doubles Your Conversion Rates – Almost No One Knows This!”
- It may invoke social proof. The idea here is to say, “hey, others are already doing this – you should too.”
For example: “Now You Too Can Double Your Conversion Rate and Start Generating More Sales in As Little as Five Minutes from Now!”
Is the copy focused on the audience?
The copy should be focused on the audience AND their problems. One big mistake is that marketers often make their sales copy about themselves. They drone on and on about their story, about their credentials, about their solution to this problem.
Listen, you do need to talk about yourself… a little. Just enough to build credibility and rapport. But once you’ve established those things, you need to quickly pivot to focusing on your audience. You need to talk about their problems and the solution to their problems. You need to answer the question that niggling at the back of their minds, “What’s in it for me?”
A quick and dirty way to see if your copy focuses on your reader is to see how many times you use words like “you” and “your,” versus self-centric words such as “me” and “I.” If you’ve got more self-centric words, it’s time to rework that copy to make it more about your reader!
Self-centric copy doesn’t always happen in big ways. It doesn’t necessarily mean you drone on and on about yourself. Sometimes, it reveals itself in your word choice and sentence structure.
A self-centric bit of copy: “I’ll reveal my method…” (uses self-centric words “I’ll” and “my”).
Rewrite it to be reader-centric: “You’ll discover how to…” (uses the word “you’ll”).
Point is, keep an eye for self-centric copy in both big ways and small.
Next question to ask yourself…
Your copy engages the audience emotionally?
Here’s the deal: you need to make your audience FEEL something in order to get them to DO something.
Generally, your copy will do this in three ways:
#1. It will make people feel the pain of their problem. In the beginning of your sales letter, you can remind people of why their problem hurts. E.G., “It’s humiliating when you can’t find a flattering swimsuit. You hate even looking at yourself in the mirror, because nothing looks good…”
#2. It will make them imagine the joy of the solution. You don’t want people to feel too bad for too long, or they’re going to stop reading. That’s why you should pivot away from reminding them of their pain, and get them feeling hopeful.
E.G., “Just imagine how good it will feel to fit into those skinny jeans again…”
#3. It may evoke a little fear. This creates the urgency needed to move towards the buy-now button. And since this is such a big part of boosting your conversions, we’ll talk about it separately in the next section.
Now, these aren’t the only ways to improve your copy. Truth is, there are a lot of little ways that you can do it – and if you don’t know these ways, then it’s a good idea to brush up on your copywriting skills.
But to recap: you need a good headline to draw people in, you need to focus on your audience (and let them know the benefits of your offer), and you need to evoke emotion to move people towards the order button.
Now let’s take a look at the third factor that can really affect your conversion rates…
There is No Sense of Urgency
Sometimes you can have some pretty darn good copy on your lead page or sales page, and yet people still aren’t clicking the button. They’re not subscribing and they’re not buying.
Maybe you didn’t give them a good reason to do it RIGHT NOW.
Because here’s the thing…
People are full of good intentions. They click away from your page and tell themselves they’re come back to purchase your product later. But the very second they are off your page, all that hard work you did of getting them into the buying mood starts to dissipate.
More time elapses. Now suddenly your product doesn’t seem so important any more. They start telling themselves they don’t need your product. Eventually they’re going to feel like they don’t even want your product. And right about then, they’re going to completely forget that you even existed.
So, here’s what you need to do…
Give them a good reason to act right now. Not “when they get home from work” … not “after the kids go to bed” … and not some vague “later” that’s never gonna happen.
No, they need to buy right now. And that means you need to create a sense of urgency.
Here’s how to create that sense of urgency:
- Tell them what happens if they don’t buy now. Remember that whole thing about reminding people of their pain? Well, right near your order button is another good chance to remind people that their problem won’t go away by itself.
E.G., “If you don’t take action now, then tomorrow you’re going to wake up and you’ll still hate seeing yourself in the mirror. And it’s going to hurt even worse than today, because you’ll know you could have started making a change, but you chose not to…”
- Present a scarce offer. This works like crazy to boost conversions. You might do this by capping the number of products available (e.g., “Only 1000 limited-edition copies available!”), or you might offer a big discount or bonus item for a limited time. E.G., “Save 50% when you act now – but hurry, this offer ends at midnight!”
You know why it works? People tend to have a fear of missing out. If they have any desire to buy a product at all, they’re going to buy it NOW if you dangle a scarce offer in front of them. And if you really want to ratchet up your conversions, add a scarce offer alongside this next tip…
- Install a countdown timer. It’s one thing to tell people an offer scarce and only available for a limited time. You can kick the sense of urgency to a completely different level by letting people see the seconds tick by right before their eyes. And that’s why a countdown timer is a GREAT way to really turn up the heat and get people clicking your order button like crazy.
The bottom line here is… if you want to get people to take action, you need to provide a sense of urgency so that they do it right now. Otherwise, they’ll wander off and forget about your offer.
Which brings us directly to the next point…
You’re Not Capturing Emails
Not everyone who lands on your website is going to neatly travel directly to your order buttons. Fact is, a vast majority (we’re talking up to 99%) are going to leave your site without doing anything. And while you can lower this number using the strategies you’ve been learning about in this post, the fact is that the majority are still going to leave without taking any action.
Guess what? Only a tiny percentage of people who leave will ever return. Even if they bookmark your page, it’s still pretty unlikely they’ll come back. (Just look at your own extensive bookmark collection – I’m betting there are plenty of sites you’ve bookmarked that you haven’t quite gotten around to re-visiting, right?)
So, here’s what you need to do…
You need to get as many visitors as possible onto your mailing list.
- Dangle something enticing in front of them. In other words, give them a lead magnet that really attracts them, something they REALLY want. If you don’t know what this is, then here’s a big hint for you: find out what your market is already buying. If they’re taking their credit cards out like crazy to buy a certain type of product in your niche, then they’ll happily exchange their addresses for something similar (yet even better).
- Present multiple opportunities to join your list. Don’t just drop an opt-in form into one spot on your site and call it done. Instead, give your visitors multiple prominent opportunities to join your list, such as putting an invitation in a notification bar, and/or redirecting exit traffic.
If you can get people on your list, then you can follow up with them repeatedly to bring them back to your site and buying what you’re selling. Plus, a good list helps you build trust with your audience, which also boosts conversions over the long term.
Now let’s take a look at the next factor that can really affect your conversion rates…
You’re Not Testing Your Campaigns
If you’re not testing and tracking your ad campaigns and sales copy, then you’re basically guessing what works. And that means there is a good chance you’re wasting time, money and traffic on low-converting campaigns.
Now a lot of marketers don’t do any testing because they think it sounds hard. They find out it has something to do with statistics, and they run away screaming. But that’s a mistake.
Yes, testing and tracking does involve statistics. But it’s not like you need to take out your calculator and crunch the numbers yourself. That’s because there are good tools out there, such as SplitTestMonkey.com, which will do all the calculations for you. All you have to do is click your mouse a few times to set some parameters, create different versions of the factor you want to test, and the app takes care of everything else.
The key to really boosting your conversion rates is to focus on testing those factors that are likely to have the greatest impact on your conversion rates.
Those factors include:
- Your headline.
- Your overall sales page design.
- Your offer (e.g., how much? Any bonuses?)
Other factors make a difference too, such as long versus short sales copy, your call to action, and video versus a text-only letter.
Truth is, you could test just about everything on your sales page, and you could probably boost your conversions… a LITTLE. But with the smaller factors, it won’t be enough to make it worth your time.
For example, changing one word in your headline can make a HUGE difference to conversions. But changing one word deep in a bulleted list of benefits will have a much smaller affect (if any). And it’s better to spend 80% of your time focusing on that 20% of factors that are likely to make the greatest difference to your conversion rate.
Now before we leave this topic, let me make one note…
When you’re testing a single factor, you need to make sure you hold ALL other variables constant.
For example, if you’re testing out different words in your headlines, don’t also change the color of your headlines. Don’t change the P.S. Don’t change the traffic source. Don’t test one headline today and one next week.
Because here’s the thing…
If you make more than one change (and you’re running a simple split-test rather than a multivariate analysis), then you won’t know what caused the change. You can’t say with any confidence that it was the word use that created different conversion rates between headlines, when it could have been the font color, the traffic source, or anything else you didn’t hold constant.
So, if you’re doing simple split testing, then be sure you hold everything else constant so you can be confident in your testing results.
Now let’s look at the next factor that can affect your conversion rate…
You Don’t Have a USP
You have a lot of competition out there. You’ve got some products that are similar to others on the market. So, here’s a question: why should your prospects buy from YOU, rather than your competitors? Why should they do business with you?
The moment your prospect hits your sales page (or even your lead page), they’re going to start wondering the same thing. And if you can’t answer it, you can be darn sure your prospects have no idea what the answer is either. That’s why you need to create a clear USP (unique selling proposition), and then put this USP in front of your prospects.
Here’s the specific question your USP needs to answer:
How if your business or product different from and better than the competitors’ businesses and products?
- You have unique qualifications to teach some topic or create some sort of product.
- Your product is faster/easier/cheaper/better.
- You offer a unique guarantee.
- Your offer exceptional customer service.
- Your pricing is more or less than your competitors. (Yes, you can position yourself with higher pricing, if you link that price to luxury, an exceptional product, or something else that matters to your audience.)
- You were the first to create something in your niche. (E.G., “The original…”)
Point is, you need to set yourself apart from your competitors. A succinct USP is a good way to do this.
And now the final factor that affects conversions…
Not Adding Value to Affiliate Offers
Even if you’re creating your own products, there’s a good chance that you’re promoting affiliate offers. Or perhaps your entire business is built around selling other peoples’ goods. Either way, you need to add value to these offers in order to boost your conversions.
What do I mean by “add value?” It’s just what it sounds like—you need to add something to the offer. You need to give your prospects a reason to buy from your affiliate link rather than someone else’s link.
Because let’s face it – when you’re selling affiliate products, you’ve got a lot of competition. Not only do you have to go up against dozens, hundreds or even thousands of other affiliates, but you even have to face off against the product vendor.
So, what happens when your visitor sees your affiliate link?
They’re probably wondering why they should buy through your affiliate link versus any other number of affiliate links that have floated across their news-feeds and into their inboxes in the last day. If you can offer them more bang for their buck, they’re going to click your links and buy from YOU.
TIP: Just adding value to an offer alone doesn’t always guarantee a sale, of course. Your prospects need to trust you. You need to have a relationship with them. Refer back to factor #1 in this post for more information.
How do you add value?
You do it by offering a bonus product or service. Not just any bonus product. This isn’t the time to blow the ancient dust off a 15-year-old ebook that you just happen to have the resell rights too.
No, in this case you need to offer them something that’s highly relevant to the affiliate product you’re promoting. Ideally it should be something that they can use alongside the affiliate product.
Here ares some value added examples:
- Let’s say you’re promoting a diet book. You can offer a low-calorie cookbook as a bonus.
- You’re promoting a copywriting course. You can offer a set of sales letter swipes and templates.
- You’re selling a piece of software that you know a lot about. You can offer free installations and customization to anyone who purchases through your link.
You get the point – make sure your bonus is relevant, in-demand, and valuable. If you nail all these three points, you’re going to have people rushing to buy through your affiliate link… and sometimes they’ll do it solely because they want to get their hands on your bonus offer!
Now let’s wrap things up…
Parting Thoughts: There Is an Easy Way to Do It
Over the last few minutes you’ve been learning about the different mistakes that can lead to low conversions, and how to turn things around to start creating higher conversions for your lead pages, sales pages, and affiliate offers.
To quickly recap, here are the seven factors we looked at:
The best ways to boost your product conversions are…
#1. Building trust.
#2. Improving your sales copy.
#3. Create urgency.
#4. Capture emails.
#5. Test and track your campaigns.
#6. Install a USP.
#7. Add value to affiliate offers.
At this point, you probably discovered at least a couple areas where there is room for improvement in your conversions. A tweak here, a tweak there, and you could be seeing more sales.
How do you start implementing these tweaks the fast and easy way?
Here’s a solution: Conversion Gorilla.
Conversion Gorilla is a web-based app that makes it super easy for you to install notification bars and countdown timers on your site as a way to get more subscribers, generate sales, and boost conversions.
You don’t need to know anything about coding, because Conversion Gorilla makes it point-and-click easy to create notification bars and countdown timers. If you can copy and paste, then you can get these nice features up and running on your site in as little as two minutes.
Just imagine the ways you can use this app to boost conversions:
- Run a flash sale, and use Conversion Gorilla to install a countdown timer on one or more prominent pages of your website. This is a great way to create a sense of urgency!
- Create a notification bar to persuade new visitors and/or exiting visitors to join your mailing list.
- Install a notification bar on a sales page to reiterate your USP or some other big benefit.
- Let a notification bar pop up on your site to tell visitors a little bit more about you and why they should listen to you. (This is a good way to build credibility.)
And here’s something else…
The Pro version of Conversion Gorilla even lets you overlay these notification bars on other peoples’ websites. So that means you can overlay this attention bar on top of a vendor’s sales page as an eye-catching way to alert prospects to your bonus offer!
The possibilities are endless. But smart marketers know that attention bars boost conversions in many ways, as it allows you to get your prospect’s attention, reiterate benefits, create urgency, build trust and so much more.
But until now, creating attention bars and countdown timers was way out of reach for the average marketer. The average person simply doesn’t have the coding skills required to create these amazing features. And the scripts that existed on the market either crashed on some platforms, or they created such ugly bars and timers that they sent conversions crashing.
And that’s where Conversion Gorilla comes in. Not only is it easy to use, it also creates professional, polished attention bars and countdown timers. And since this app has been tested across devices and platforms, you can be sure your prospects are seeing your messages and timers.