search-engine-optimization

Improving Your Website Conversion Rates

Marketing

website conversionIf you are like many people who own a website you probably want to get as many conversions as possible. Receiving hundreds of thousands of visitors every month doesn’t mean anything if you can’t close the deal. Having the right colors, making specific features/calls to actions pop, the wording in your headlines, and many other elements can all make a world of difference. When it comes to conversion rates, a small change can make a big difference.

To help fine tune your website into a conversion machine please find these essential conversion factors that should be tested regularly on your website.

Important Website Elements You Should Test

1.Calls to Action
a. Prominence
b. Wording
c. Color
d. Shape
e. Size

2. Point-of-action Assurances
a. Privacy Policy
b. No Fee Guarantee

3. Fonts
a. Font types
b. Bold, Italics & Underlined
c. Color

4. Headlines
a. Use fractions & percentages to prove a claim
b. Ask a question
c. Evoke emotion
d. Formatting: bold, italics, colors, caps, sizes, fonts

5. Reading Level of Copy

6. Self-focus vs. Customer Focus

7. Images

8. Forms & send buttons

9. Coupon codes

10. Interactive elements: quizzes, poll, games (good for spontaneous types)

11. Adding a challenge: if you can do ____ we will offer you _____ (good for competitive types)

Appealing to Personality Types

Appealing to Personality Types
1. Competitive/Assertive
a. Attitude: Quick decision preference, logical, power-oriented, business like
b. Time: disciplined, strategically paced.
c. Question: What can your solution do for me?
d. Approach: Provide options, probabilities, and challenges
e. Personality: They fear loss of control. Seek competence in themselves and others. Highly motivated and success/goal oriented. Image conscious, good planners. They are too impatient to dig for information and are hard to sell to.
f. How to sell to them: offer them information that is compelling, honest and blunt.

2. Spontaneous/Amiable
a. Attitude: Personal, activity-oriented. Emotional, quick decision preference.
b. Time: Undisciplined, fast-paced.
c. Question: Why is your website best for the problem?
d. Approach: Address values and provide assurances and credible opinions rather than options. Offer immediate gratification.
e. Personality: Spontaneous types need to live in the moment. These people will skim for interesting information. They are available, flexible, and engaged in a personal quest for action and impact. These individuals appreciate the personalized touch and are in search of new and exciting experiences. Usually quick to reach a decision and fear “missing out.”
f. How to sell to them: Provide your unique value proposition (what make you different)

3. Humanistic/Expressive
a. Attitude: Personal, relationship-oriented and emotional.
b. Time: Undisciplined, slow-paced
c. Question: Who has used your solution to solve my problem? Who will these solutions affect besides me?
d. Approach: offer testimonials, and tell the visitor who you are.
e. Personality: Humanistic types have a tendency to put others’ needs before their own and are often uncomfortable accepting gifts or allowing others to do anything for them. They are creative and entertaining. They value the quality of relationships. Slow to reach a decision. Fear separation. Good listeners and focus on acceptance, freedom, and helping.
f. How to sell to them: Mention previous clients, give testimonials and tell them about your company. Add a personal tone.

4. Methodical
a. Attitude: Businesslike, detail-oriented. Logical, deliberate decision preference.
b. Time: Disciplined, slow-paced.
c. Question: How can your solution solve the problem?
d. Approach: provide hard evidence and superior service.
e. Personality: Methodical types need to be prepared and organized to act. Completing a task is its own reward. They appreciate facts, hard data, and information presented in a logical manner. They do not appreciate the personal touch. They compare everything to a standard ideal. Want an abundance of information and facts.
f. How to sell to them: graphs and tables are appropriate formats.

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2 thoughts on “Improving Your Website Conversion Rates

  1. So many things to test I just never know where to start. This is one of those things where you can get over involved in second guessing yourself. Went to a conference for conversion. Don’t waist your money. They give you all this info and then say that it might not apply to your website. The bottom line, try things out and test them for yourself. If you don’t know how contact an SEO company.

  2. Good post. I love conversion. You never know what is going to improve your leads so always testing new ideas has become a culture for our company. There are a few good ideas here that I’ll be adding to our list of to dos.

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