Why does incoming traffic almost convert?
You have a sweet landing page set up and you’re getting great click-throughs to the precious “Sign Up” page.
After the effort of clicking not only once but twice to get to the Sign Up area, why would the potential lead end up hitting “Back” 3 times and disappear into internet abyss instead of filling in the contact form?
Let’s have a look at a few common practices that are doomed to fail and discover how we can create conversions instead of bounces.
Bait and switch is so 70’s
Everyone has heard this one: you see an ad for a tv and it’s only an amazing 10 bucks! You let out an “omg!”, grab the car keys and head down to get one because it’s only going to last for TWO DAYS!
When you arrive, you find out that you and 200 other people have missed out on that single tv for $10 but “luckily” the store is full of regular priced tvs and extra staff to handle all your questions.
Thankfully, this practice of the 60’s has since been outlawed in its extreme form. However, So powerful are the memories of the bait and switch salesman, that if your ad page is even mildly deceptive, your landing page will result in disappointing failure.
Being Authentic Is Everything
I suppose it has been said a million times but it can’t be overlooked – your product or service must be original. Remember the four c’s – Creative Content Captures Conversions. If your site is just like 10 other sites that demonstrate little variety, how will people know to choose it over the competition.
The latest craze we are seeing as a design company is new startups that want to create the next Facebook site. The problem with that is, Facebook has been done already. The one thing that helps Facebook’s mass appeal is its originality. Breaking the audience up into niche segments greatly reduces the chances of success, primarily due to the smaller audience.
Creating a niche based social media platform may seem like a good idea, but without a clear plan to monetize the traffic in some way, you’re just copying a market leader for the sake of copying previous creativity. The money will not follow. If you build it, they most definitely will not come.
I like to use Facebook as a brilliant example of how an original idea can be monetized. If you recall, there is a scene in the movie “The Social Network”, focusing on a conversation where Zuckerberg remarks about the success of a website he built for fun one evening. The website he built allowed people to rate pictures of local girls and displayed the results for the world to see. The thing that made the site a hit wasn’t the fact people could see pictures of attractive women, no that was everywhere. It was that they could see pictures of girls they knew. And that they could have a small effect or influence over that person’s life – in this case, an involuntary beauty contest he created without asking for consent from any of the contestants.
And there lies the special ingredient that makes Facebook what it is. The ability to have influence, however small, over other people’s lives. By voting on whether you “like” it/him/her, Zuck created his greatest achievement: the “like” button, and all the different ways to give that button influence and power. The rest is an afterthought.
You and I and everyone else are searching for our own “like” button ideas. We need something that sets us apart from the others, ultimately creating an entirely new space without any competition.
Too many options to choose from.
I don’t know how the myth started that people prefer choice when making a purchase. The truth is when searching on the internet, the client is ready to purchase at a much later stage in the buying cycle than ever before.
What this means is that people typically have already made up their mind about what they will buy long before they seek out the place to make the actual purchase, and it’s up to you to provide the easiest method for them to do that.
Informing them about why they should choose you is done much earlier in the buying cycle by providing useful information on your main website or blog. Your landing pages should be focused on one thing, converting. Providing links to 100 different things is just confusing. Give a clear trustworthy call to action and keep it as simple as possible. Developing a page with only one goal will allow them to complete their task.
Things we can improve upon
The main point is that negative emotions from a person’s background play a strong influence on how they decide to buy. Trust is the most important thing your site must convey.
Things like contact information, address and phone number. Make your company look friendly and you must clearly show that it is backed by real people. Add content that you know will have value, real value to your potential leads.
Be upfront about any fees or pricing. Transparency, accountability all add to your credibility. Have clear links to your privacy and return policies.
Practice patience and persistence. Regularly adjusting and analyzing your conversions will help you focus on the choke points in your conversion chain. Monitor everything – and act upon the results – having stats is one thing but making them meaningful is another entirely. Try to change only one or two items at a time, then gauge the results before making more changes.
Thanks very much for reading and as always, if you have any comments please feel free to leave them below.