Website Funnel Conversion Optimization
WHAT YOU’LL LEARN
+ What to Know Before You Optimize
+ Optimizing to Get More Email Subscribers
+ Practical vs. Pretty Design
+ Why to Avoid “Best Practices”
+ Free Split-Testing Tools
+ The Value of Real Life Salespeople
+ Optimizing Your Funnel
The first thing that we do is take a step back from the website and really think about the goals for the business and their long-term strategy.
Vision Comes First
A lot of people make the mistake split-testing straight-away. That often leads to problems later down the line.
We always start with the vision and strategy for the business. You must know how you’re actually going to measure success. Ultimately, the reason you split-test a website is to get it to the point where you want it to be, dominating your marketplace or niche.
So, it all starts with the KPI’s (Key Performance Indicators) and the strategy. Are you optimizing the website to get more email opt-ins? Are you optimizing the website to get a better lifetime customer value? Average order value? Number of sales? Number of free trial users?
Different websites have different goals. Obviously, you need to optimize to the right goal. Website Funnel Conversion Optimization
Focus on Funnels
Once you’ve agreed what the goals for the test are, the next thing you need to do is figure out what part of the website to work on first. All web businesses have different pages, different opportunities. If you work on a homepage, a product page, a squeeze page, a thank you page, a shopping cart, an email auto-responder sequence, a refer-afriend program – all of those areas are a huge opportunity for any business. But you really need to focus on one part of the conversion funnel at a time.
We recommend that you sketch out your whole conversion funnel. Do it on a whiteboard if you have to.
You need to analyze your conversion funnel for two things. The first thing you need to look for is what we call blocked arteries.
Blocked arteries are parts of your web business that are essential for you to make money, but for whatever reason, you’re having people abandon at those points. So, look for the blocked arteries, where you’re leaking money.Website Funnel Conversion Optimization
The other thing we look for is what we call missing links. Missing links are parts of you conversion funnel that don’t yet exist, but that would add value if they were implemented.
One example of a missing links would be the lack of an up-sell or a cross-sell through the shopping cart process – turning a one-stage sale into a multi-stage sale. Another would be the lack of a refer-a-friend program on the thank you page.
You want to focus on the part of your conversion funnel that has the biggest financial opportunity, but that is also easy to make changes to.
It’s really important to analyze it for both of those purposes. With most websites, the big opportunities tend to be in areas that can be difficult to make changes to – either technically or politically. So, you really want to focus on the things that you can make changes to immediately. Then agree on what page or page elements you’re going to be focusing your efforts on.Website Funnel Conversion Optimization
Identify Your Goal
It depends what the blogger’s business model is. If the goal of the blog is to position yourself within the industry and to generate clients, then that’s very different than selling an info product or collecting email addresses. So it really does depend on the blog’s purpose.
Goal Example: Get More Email Subscribers
I’m going to say something slightly controversial now. I’m going to suggest you avoid best practices.
If we were working on IncomeDiary.com, we wouldn’t just say, “Hey Michael, you need to change the offer. You need to add more testimonials. You need to change your call to action. You need to improve your bullet points.” We wouldn’t go there.
The first thing we would do if Michael asked us to get him more email addresses, would be to find out why his existing visitors aren’t converting. Before we would make a single suggestion, we would want evidence of why his visitors aren’t signing up to his email form.
It typically comes to research in three core areas. This research doesn’t take forever. You can do it in a week or two. It’s very hands-on. Website Funnel Conversion Optimization
The first reason people don’t convert is that the visitor intention doesn’t match up with what you want them to do.
If somebody’s already signed up to Michael’s email list, then they’re not going to sign up again, so straight away you’ve got a reason a lot of people aren’t converting. So, it’s important for a site like Michael’s to look at either just new visitors or people who come from specific traffic sources, not from his existing emails or his existing campaigns. You don’t want to make decisions based on traffic that can’t convert because it has converted already.
So the first thing that you need to look at is visitor intention. You can do that by asking people as they exit the site, “Why did you come to the site today? Were you successful in what you wanted to accomplish? If not, why not?”
You can get a lot of visitor intention using exit surveys, like 4Q, and tools like KISSinsights that pop-up and survey your visitors. You can also take a look at your web analytics and get a feel for what keywords people type when they come to the site and what traffic sources they come from. Website Funnel Conversion Optimization
Once you know what you’re visitors’ intentions are, you then need to look at user experience. Every single project we’ve worked on, there are people who don’t convert because a poor user experience prevents them from doing so. So, they’re willing, but not able.
With user experience, there are a whole host of different reasons why people don’t convert. Did the website load too slowly? Were there errors when they were completing the form fields? Did it render incorrectly in their browser? Did the navigation get them confused? Did they click on the wrong thing? Did they get lost, frustrated, angry, and give up?
There are loads of different user-experience issues. You need to discover the ones that are affecting your website. Website Funnel Conversion Optimization
The final category that prevents people from converting is the visitors who simply aren’t persuaded to take action. They come to Michael’s site, but they don’t want to give their email address. They’re not persuaded by his offer. Quite simply, they have objections.
Whenever you’re in a situation where you’re trying to sell something, you have to deal with objections. You have to come up with a corresponding claim to that objection, to turn that prospect into a customer.
You have to go through the same process on the web, but it’s really, really difficult, because you don’t interact directly with the visitors. They come to the site, click around, and leave – but all you know is what your Google Analytics tells you. So, you need to put feedback mechanisms in place to understand the non-converting visitor. Website Funnel Conversion Optimization
Goal Example: Get More Retweets
By far the most important thing is the quality of the content itself. Again, it’s got to match visitor intention: it’s got to be content that the visitors want to share.
Assuming the content is something that the visitors want to share, you obviously need to ask them to share the content. A prominent call to action somewhere on the page that says, “We would really appreciate it if you could retweet or share this content with your friends.”
You really want to present your call to action at the time when your visitors are ready to take this action. So, just use text links throughout the article, saying, “If you found that helpful, maybe you’d like to retweet it?” Obviously, have Twitter icons in prominent positions.
DESIGNING TO CONVERT
Obviously, the design that converts is the design that you want to be using. It’s not so much an argument of pretty vs. ugly, professional vs. amateur, or blue vs. green.
In our experience, what you say is much more important than how you say it. If you only had a day to work on your blog, work on your offer rather than your design. What you’re selling is obviously more important than how you sell it.
Imagine that you’re going to buy a car and the salesperson comes out one day in a blue suit and the next day he comes out in a green suit. Ultimately, all you care about is the car that you’re buying. The color of the suit the sales guy wears is irrelevant.
Website design is a little bit like that. As long as your website doesn’t repel people and isn’t actively damaging your conversion rate, prioritize the offer, the copy, and how you describe and explain your product, this will have a much bigger impact than spending loads of time on the aesthetics. Website Funnel Conversion Optimization
The Right Design for Site
With that said, there are certain expectations that your visitors will have when they arrive at your website and if your design doesn’t pay off on those expectations, then that can cause problems like high bounce rates.
So it depends on your category. If your blog is for a bank, for example, then the website will have to look like a bank. It will have to look trustworthy. It will have to look professional. It will have to match with what visitors expect from the organization.
On the other hand, if people are looking for maverick investing tips from someone who spends all day on the beach while they make millions in their sleep, then they may be expecting something totally different – maybe something anti-corporate or a little bit more personal and amateurish.
Get Feedback First
If you’re ever going to do a redesign or adjust your positioning, use things like Twitter to ask your followers to review redesigns of your website.
It’s really just about interacting with your visitors as much as possible. Instead of guessing at what they want and guessing at what your website should look like, actually involve them in the process of the design.
There’s a great tool called Ethnio.com that allows you to recruit your visitors to participate in usability studies. So, you can recruit your website’s visitors, get them on the phone, get them on a screen sharing application and actually show them the new design and talk them through it. You should also split-test any changes you make to your design and measure the response it gets. Website Funnel Conversion Optimization
Look Around the Web
You can learn a lot about your visitors from reading things like Yahoo answers, forums, and social networking websites. Just take a look at what the marketplace is saying about your business.
If people say, “The offers sound great, but I’m worried about the company. I don’t think they look trustworthy. I don’t think they look professional.” Then you know that that objection exists and that’s something that you need to fix.
Design decisions need to be based on solid grounding and understanding of what your visitors want. Don’t just outsource it to a graphic designer and hope that he does a good job. Website Funnel Conversion Optimization
The Problem with Relying on Best Practices
What happens when all of your competitors adopt best practice?
Everyone’s got the same amount of testimonials; everyone’s got the same call to action; everyone’s using the same layout; everyone’s using long copy; everyone’s using overlays; everyone’s using email marketing etc.
Then what differentiates you from everybody in your market? It’s your positioning, your offer, your pricing, and your customer service. It’s the big picture stuff.
Most ecommerce websites look as good as Amazon and most ecommerce websites are fairly user-friendly. But Amazon is thrashing them. Most social networks look the same as Facebook, but Facebook is thrashing them.
If you’re in an industry that’s underdeveloped and everyone’s website is terrible and people don’t have a call to action or testimonials and they’re not using the so-called best practices, then you may well get some quick wins by adopting those things. But ultimately you want to be working on the big picture stuff. That’s what’s going to differentiate you from your competitors once everyone does adopt these so-called best practices. Website Funnel Conversion Optimization
If we were to rewrite a sales letter from scratch, we would make sure that every part of the page is addressing a specific issue that a prospect has had.
Case Study: SEOmoz
I’ll use an example: we ran a promotion for SEOmoz a couple of years ago, that brought them in a million dollars. The promotion was one landing page and about three emails.
The process that we went through to understand how to create a sales letter that converted well started with research. There’s actually a schematic of the actual page that we created on our website that you can download, it contains cool tips of all the different persuasion elements we used on the page.
Learn from Existing Customers
In order to create that sales letter, we asked their paid members – their actual customers – what convinced them to sign up for the tool and how they would describe the service to a friend. It’s really useful if you can use language and wording that relates to your prospects. You need to communicate with your prospects at their level.
So, a great way of understanding how best to sell your product is to actually ask your customers how they saw the product. Ask your paying members, “How would you describe the service to a friend and what persuaded you to sign up.”
The next thing we did was ask non-paying members (people on a free trial), “What would make you sign up for the service? What tools do you like the most and least? What are your most time-consuming SEO tasks?”
We then talked with paying members that had cancelled, asking them, obviously, “Why did you cancel?” We wanted to know what would bring them back. Website Funnel Conversion Optimization
Learn from Salespeople
A web page is an automated salesperson. So, we want the website to replicate your best possible in-person salesperson.
So, with all of our clients we learn from the people that sell the product face to face. We spend time with the people who answer the phone. We spend time with the people that work in the stores. We spend time with the business owners that are out there pitching their products to investors and people at conferences.
A great starting point with copywriting is to use whatever the best converting salesperson says. Get it transcribed and turn it into a sales letter. They handle customers and prospects every day and they’re used to coming up with counterobjections. They’re used to answering the common questions. They’re used to tweaking their scripts to get the best kind of response. So, compare how your website sounds to the person who sells it over the phone or in person.
At SEOmoz, we spent some time asking Rand Fishkin (the CEO of the business) how he saw the service. He mentioned to us that at trade shows he could close every inquiry that people had about his software, but the website couldn’t. So, we simply asked him to record his sales pitch into a video camera and put that on the website. What he said to his customers in person took well over five minutes, but what was on the website was about a two minute summary. Website Funnel Conversion Optimization
Long Copy Websites
The issue that you have with the website is that you have to overcome a lot of your visitors’ objections, whereas when you’re selling over the phone you only need to overcome the objections of one prospect.
That’s why long-copy websites tend to work, because you’re able to overcome lots of different objections from different visitor types. It’s often tempting to try to use less text on websites because you think, “My visitors don’t want loads of information. They don’t want to be bombarded with text.”
But if you think about your website as a real salesperson, you tend to have a very different approach. Website Funnel Conversion Optimization
If You’re Just Starting Out
If you haven’t already, get out there and try selling to real people. How can you expect a website to sell a product successfully if the copywriter has never sold the product successfully?
Especially if you don’t get very many visitors and you don’t have any customers, your first attempt has to be based on something real. It has to be based on the customer, not just ideas that you’re randomly plucking out of your mind.
Nobody wants to hear the answer to their problem is a ton of work. But in this case, the answer is to get away from the computer, get out of the office, and go speak to real people.
Nobody wants that to be the answer, which is maybe why there are so many poorly converting websites. A lot of people think they’re too busy and important to do that. They think that the answer lies in some kind of trick, hack, technique or algorithm.
But ultimately, your website’s a robot-salesperson – and what better role model for your website to have than a real, effective salesperson? I recommend getting out there and hanging out with the prospects because it’s cheap, it’s fast, and it’s very rich in terms of the level of feedback that you get. Website Funnel Conversion Optimization
Split-testing is showing different visitors different content and then measuring which content has the highest conversion rate.
The mistake that a lot of people make when they are testing different versions of their website is that they just throw up their new content and then they look at the data before and after the new content went live. Then they make a decision on whether the new version is better or worse based on that.
The problem with before and after data is that it’s not an accurate way to measure the impact that particular content had. Every website’s conversion rate goes up and down day-by-day, week-by-week, season-by-season, and your conversion rate is sensitive to many things. It’s sensitive to the traffic that you get, any positive or negative PR your company receives, and outside influences in your marketplace or the economy.
Because your conversion rate is sensitive to so many different things, you can never be 100% certain if it was the change you made to your website that made the difference rather than just some other random factor. So, before and after testing is not an accurate way to know if the changes you’re making are actually working or not.
For example, if you put up a new sales letter and then for the next three days you get loads of high-quality, qualified traffic, you’ll have more sales and a better conversion rate. But it may be that if you had used your old content, you might have had an even higher conversion rate. You would never know.
Split-testing shows different content to visitors during the same time period. So every visitor in your test has been exposed to the same outside influences. It’s really the only scientific way to measure if one element is better than another. Website Funnel Conversion Optimization
There are a lot of testing tools in the market, but the great news is they’re all pretty similar. Obviously, there are enterprise tools and there are free tools.
If you want a free tool and you want to start split-testing now, Google Website Optimizer is easy to set up. It’s incredibly robust and it won’t cost you a cent. The only downside with it being a Google product is that there’s no support.
If you need some help setting up and implementing your testing, there are a few other platforms out there that are really low cost. There’s VisualWebsiteOptimizer.com and Optimizely.com. We’ve got a huge list of them, actually. We’ve got a comparison website for split-testing tools that lists them in terms of all the different features they have and it has customer reviews.
So, if you’re interested in which split-testing tool is best for you, visit WhichMVT.com, for a comparison of the different testing tools. It’s totally unbiased. We don’t make a dollar from it. We created it internally for our consulting team and clients and then realized that it would be valuable if we released it to the public. Website Funnel Conversion Optimization
Set Up Process
The first thing you’ll need to do is copy and paste the tags onto your website, as you would with any such tool. For those of you who use WordPress, there are various WordPress plugins for tools like Visual Website Optimizer.
The next thing you need to do is create an element that you would like to test. There are two different types of test. There’s a split-test, where you show one version of a page versus another version of a page. You can do an A / B test, an A / B / C test, or an A / B / C / D test (and so on).
Or you can do what they call a multivariate test. A multivariate test allows you to test different elements within the page, rather than the page itself. So, if you wanted to test two different versions of a headline, two different versions of a call to action, and two different versions of a product picture… instead of creating all the different pages that you would need to show those different combinations, you can do a multivariate test, which would show all of those combinations to visitors at the same time. Website Funnel Conversion Optimization
Statistically Significant Data
Some people say it takes two weeks to run a test; some people say 1,000 visitors. They‘re wrong. The only correct time to end a test is when you’ve reached statistical significance.
If you want to estimate how long it will take a test to reach statistical significance, use one of the statistical significance calculators provided by the software vendors. Search for “Website Optimizer Statistical Significance Calculator,” and you’ll find pages where you can input your data, the conversion increase you’re looking to detect, and the calculator will tell you how long the test will take.
Really put an emphasis on testing big, bold, changes that will have a significant impact. When you just tweak page elements, it takes so long to collect the data that you’re missing opportunities by not testing other things. We call it meek tweaking versus bold-targeted tests. There’s a huge advantage to carrying out bold-targeted tests. Website Funnel Conversion Optimization
What to Split-Test
Headlines are really, really important.
Obviously, people normally look at whatever’s above the fold first. So all of the elements above the fold need to encourage the visitor to take your designed action (this could be clicking a call to action, scrolling down the page, entering an email address etc). Having an effective headline is essential.
Though you don’t necessarily have to sell the product in the headline; you just have to engage the visitor enough to consume your sales message. Try to sell the content of the page. Instead of saying, “Sign up for these weird, wonderful, life-changing widgets now,” you could say, “Read this page to discover why companies like X, Y, Z are benefiting from an exciting new technology.”
So, the headline is important, but you don’t always have to go for the immediate sale with the headline. The headline’s job is to get attention, to get them to read on. Website Funnel Conversion Optimization
Obviously, any social proof is valuable. Anything that gives you credibility or will persuade your visitors that they’re not the only person in the world considering buying your product. Testimonials from customers are good. If you have been featured in the media, it’s definitely worth mentioning that.
Competitive Advantages Every client we’ve worked with has really special things about their product or business that they totally take for granted and don’t even mention. It’s really worth telling somebody about the history of your business and then asking what impressed and/or surprised them. There will be things about you as an individual or your business that your prospects would be really reassured by, but you just take it for granted.
Call to Action
Obviously, the call to action is important. But don’t always assume that you need to show somebody the call to action straightaway.
With some of our experiments, we’ve seen it’s best to leave the call to action at the bottom of a long copy page, because you really want to give people the full sales message before they click away from the page. The more sold they are on the product page, the more likely they are to go through the shopping cart and the rest of the process. Don’t always assume that getting them to the checkout page fast is the optimal goal.
That’s why you always want to measure the right things. If you measure things like click-through rate, that can lead to bad choices. Try to avoid split-tests where clickthrough rate and bounce rate are the goals. Instead, align your goals with your business metrics. Website Funnel Conversion Optimization
The offer is everything: what you’re selling and how you’re positioning it. Spend a lot of time on your offer.
If the product is perceived to have risk, or if one of the objections is that it feels like a risky decision, it’s important to include risk reversal within the offer itself. Examples are guarantees, free trials, low-cost offers, basically, anything that removes some of the risk from the prospect should be tested.
A lot of people that sell information products or software create different versions (often known as gold, silver, and bronze). They do those things for a reason, because different visitors want to spend different amounts of money. Having upsells and cross-sells is a quick way to make sure that you’re getting the most revenue per visitor.
Again, it depends on the product. If you’re Amazon and you’re selling a Kindle, you may need a lot more technical information and specifications, rather than just hype.
Depending on the product, comprehension is one thing that often kills conversions. People like the offer; they like what the product does; but they don’t really understand how it works.
So, it’s essential to do a good job of explaining your product and how it works, how it would benefit the prospect, so they can really comprehend exactly what it is. If someone doesn’t understand what the product actually is, they’re not likely to convert. Website Funnel Conversion Optimization
One thing that’s really useful is to start building a relationship with the customer.
It’s much easier to get a customer to reorder from you than it is to acquire a new customer. So, do whatever you can to build a genuinely valuable relationship with that customer.
So, have a monthly email newsletter where you send them valuable tips, advice, free reports, tools, widgets, and anything else that they will find genuinely valuable. You want to become a trusted advisor. You don’t want to be just some cold, boring ecommerce store or yet another info-marketer. You want to genuinely help them. Sometimes that may mean recommending things that are slightly against your own self-interest, but that will win the trust of that customer.
The goal with any website is to become the visitor’s trusted advisor and to hold that position by genuinely doing whatever you can to understand their needs and to help satisfy those needs.
Cross-selling’s a great one.
One of our clients owns an ecommerce store. They had a specific product and they came to us and said, “We want to sell more of this product.” We surveyed all of these customers and visitors, asking them why they weren’t purchasing it. The overwhelming feedback was, “I love this product. I always buy this product when I need it. It’s fantastic. I wish you guys had other products.”
So, we designed a sample product, which people could buy for just a few dollars to sample all of the other products he sells. Obviously, that encourages people to sample other products they may not know exist, and they’ll hopefully buy the “full version” next time. Website Funnel Conversion Optimization
People may want more from you.
A really useful thing to do is to survey your customers and ask them what else they would like to buy from you. This is a question that we actually use in surveys, “If you could have me locked up in a cage creating anything for you, what would it be?” Customers will tell you what they want you to create.
If you have a good relationship with them, your customers will develop your up-sells and your cross-sells with you. Again, they like you, they trust you, and they’ve already chosen to do business with you, so obviously they would prefer if you became their supplier for other products and services as well.
Refer a Friend
A great thing that most websites forget is a refer-a-friend program on the thank you page.
The best time to ask a customer to recommend a product is when they’ve just committed to buying it and they feel good about the purchase that they just made. So, have a refer-a-friend program on the thank you page. If possible, incentivize the refera-friend referral program by giving the friend an offer and the customer an offer and then track them. There are lots of tools out there for doing refer-a-friend programs.
If you have a good relationship with your customers, a refer-a-friend program should become a real benefit for your business. Website Funnel Conversion Optimization
Ahead of the Curve
I think that at the moment, most people still don’t run split-tests. So even though more people are thinking about conversion, we don’t see many people actually running splittests and scientifically measuring what page elements and what changes have the biggest impact on their business.
I think that more people adopting split-testing is important. It’s definitely going to happen, because if you’re not running split-tests, then you’re going to get squeezed out the marketplace.
It’s no secret that those companies that have been split-testing the longest are the most successful ones. You look at the likes of Amazon, Google, Expedia, Ebay – all of these hugely successful websites are data-driven and invest heavily in testing.
There are many tools out there for split-testing and you can do it for free, so there really is no excuse.
There are also a lot of good tools for interacting with your visitors. Again, at the moment, most website owners don’t actively gather feedback from their visitors. Those that do will be the ones who are going to stick around and the ones who are going to dominate their niches. Those who don’t will get squeezed out of the marketplace. Website Funnel Conversion Optimization
Ad costs are going up. It’s going to cost more to get customers on the web. It’s going to be more competitive. Every day, millions of new websites, and therefore competitors, are created.
There are a lot of big web businesses out there now. Ten years ago, you could start a website with zero budget, from your bedroom, and you could have a very successful business very quickly. SEO was very easy and prospecting costs were fairly low. That’s different now. It takes money and investment to get a web business off the ground.
So, I think the barriers to entry are higher, it’s really important to have a great product. Obviously, you can have the best website in the world, the most user-friendly website in the world, the most persuasive copy in the world, but if your product is something that lets your customers down, you likely won’t succeed. Ultimately, spending time on your product is time well spent, because the product should sell itself.
I think the Internet really accelerates people’s expectation for quality products and it’s near impossible to be successful with a product that isn’t a category-dominating product, which is why so many people choose to niche themselves. That’s a smart move. It’s much better to dominate a small niche with a very personalized, very good product, than it is to bring a broad product to huge niche and not be the best. Being the best is really important on the web. It’s a winner-takes-all environment.
The person with the best lifetime customer value and the best conversion rate is the person who can bid the most to get visitors. The person who can bid the most to get visitors is the one that gets all of the super affiliates, the one that can spend the most on AdWords, the one that can hire the best SEO’s, they’re the one who can afford all of the offline marketing as well, and they’re the one who squeezes the smaller players out of the marketplace.
So, it really is a winner-takes-all-environment and if you’re not doing this stuff already, you really need to be. It is going mainstream. It’s really important to start focusing on your conversion rates and your lifetime customer value, because it’s a bidding war to get customers. Website Funnel Conversion Optimization
There are lots of tools out there that are really low cost, if not free, and really useful. We could probably talk for another hour just about the tools.
We have a couple of free reports on our website. You don’t even need to give us your email address. There’s one called “15 tools that reveal why potential customers abandon your website.” Visit any page on our website, conversion-rateexperts.com/blog and in the sidebar, there’s a “Most Popular” list featuring that report. It’s worth checking out.
We also have a list of 108 things to test. So, once you really understand why your visitors aren’t converting and you understand what areas you need to address, we have 108 things that you can test to overcome those issues. Again, that’s on our website in the “Most Popular” list in our sidebar.
We also have numerous case studies, where we show you, in detail, how we’ve applied our methodology and this thinking to real web businesses and what the measurable outcome was. So, the case studies are really valuable too.
The main thing is this: traffic becomes easier when you have a high conversion rate, because you can afford to acquire it. So, it’s really something that’s quite urgent. The great news is that most people still aren’t doing this stuff, so if you can get started today and you can start making progress, you’ll really be in a strong position when everyone else piles into your marketplace. Website Funnel Conversion Optimization
1. Define your vision.
What do you want your website to do? What metrics will you try to increase? Before you can start testing, figure out exactly how your website funnel works with your business model.
2. Survey your audience.
Use a tool like KISSinsights to find out why people don’t do what you want them to do. It comes down to one of three things (1) visitor intention, (2) user experience, or (3) overcoming objections.
3. Learn from selling in person.
If you can’t sell your product or service in person, then you probably can’t sell it on a website. Take some time and talk with real people. Figure out their objections and record your actual sales pitch. Then, take what works in person and transfer that to the website.
4. Begin split-testing.
Once you have the solid understanding of how to actually sell your product, start split-testing that sales video or sales copy. If you want a free split-testing tool, use Google Website Optimizer. Go to WhichMVT.com to find an unbiased list of multivariate testing tools. Test your headline, social proof, competitive advantages, call to action, the offer (most important), risk reversals (i.e. guarantees, free trials, etc.), price levels, and body copy.
5. Test out other revenue-boosting strategies.
Once you have a solid, high converting sales page, implement cross-sells, upsells, and refer-a-friend programs to boost the lifetime value of your existing customers.