If you are reading this post, you're more than familiar with the importance of having a website for your business (if you need a bit more convincing, then definitely check out the article, “The Importance of a Website for Business Growth”).
Not all websites are created equally. Some websites are better at generating leads and sales than others. In our fast-paced world, everyone wants instant results. We want our food prepared faster, we want to communicate with people instantly, and we often get impatient when it takes longer than five seconds for a website to load. The same can be said for those who want to increase website sales.
We are going to share 5 things you can do today to increase your website sales.
- Clear messaging
- Provide examples
- Encourage user engagement
- Perform A/B testing
- Analyse the data
- So what's next?
When someone visits your website, they should know exactly what you're about.
If they have to figure it out, they're either not your target audience or there's a problem.
Statements such as “We help x customers with y problem” give a clear indication of the issue you’re trying to solve. Sharing a clear message from the get-go will encourage your target audience to consider going on a journey through your website that will hopefully lead to a sale.
Those next steps, once your user is enticed, should also be clear. What is it you want them to do on this journey with you. Whether it is to purchase, book a time slot for a demo or a phone call to discuss the particulars, or whatever it might be, just make sure this is clear for your customer.
Pro tip: don't overwhelm your users with a complicated Home page. Entrepreneur, however, suggests that offering fewer products on your page with more text describing a specific topic will actually increase overall sales. This works because it allows your company to zone in on one or two specific products whilst answering any possible questions they may have.
Many business make bold statements about what they can achieve and the benefits of their product or service, but lack either/both the examples or social proof of where this has taken place.
Consider having a dedicated page to testimonials, case studies or something else that will showcase the real-life examples of how your product or service has impacted your customers.
Linking to real-world examples that are still in use only but cement your credibility. There are occasions when you as a business are just starting out and you, therefore, do not have testimonials or feedback on your service. In which case, write a potential case study or offer your services pro bono in exchange for a review.
Whatever you decide to do, you need an example of how your product or service has worked in the real world and not just on paper.
Encourage user engagement
When you designed your website, you considered a particular individual or had a specific target audience in mind (at least we hope you did!). These individuals are going to purchase and are bought into your brand.
However, there will be some who may be almost convinced but need a little encouragement before they part ways with their cash.
Consider offering them some value upfront as a way of enticing them such as
- Inviting them to an emailing list,
- Live chat or chatbot in which they can talk with you, or
- Social media content that speaks to their needs.
Find ways to engage in meaningful ways with your target audience in which you can offer them value up front and answer any potential questions they may have.
Perform A/B testing
Tomato or Tomarto.
Water then toothpaste or toothpaste then water.
McDonalds or Burger King.
We all have our own preferences, and your customers are no different. There are some things you do that your customers will love and there will be other things you do that your customers won't be such a fan of.
But how will you know until you ask them? You can do this through A/B testing, which allows you to "ask them" by assessing which approach your audience engages with more.
Believe it or not, you can have two, very different looking Home pages for your website and people will have no idea that the other exists. It's a very common tool to learn which of your two versions your customers prefer. Which layout drives more sales than the other. Which wording leads to more email subscriptions than the other.
But bear in mind it might mean the webpage that your target market "chooses" is not your favourite one. We know it sucks, but sometimes, that happens.
Here are a few tests you can perform across your website right now:
- Changing up the text in your call to action buttons is a classic but an easy test to run. Don’t be surprised if this simple change results in a 2% to 3% increase in conversions.
- Test different headlines at the top of your traffic-heavy landing pages. We’ve had pages leap from a 1% conversion rate to a 4.5% conversion rate just by testing out different headlines.
- If you have any stock images across your site, try replacing them with more candid photos of your business or employees.
- For your contact page, test using fewer fields in your contact form. This generally produces a positive result.
Analyse the data
Which of your blog posts is the most read on your website? Which webpage engages your user the longest? Which sections of text do your users tend to hover over as they are reading?
If you want to convert more users into sales, these are the questions you need to know the answers to. Once you know that a particular post is more successful than the other, you can delve into it and try to understand why that might be. This can empower you to replicate the writing style, write more on that subject and explore other ways to convert more users into sales.
Another example is if more users are visiting your website on a mobile phone than on a computer, you should be focusing on making your website more mobile-friendly.
There are free tools that give you critical information such as which countries people are visiting your website from and how long they have spent on a specific page. One of the most intuitive but difficult to learn is Google Analytics.
However, there are some incredibly easy tools to use that can be personalised to your context but require a monthly/yearly subscription. We have an excellent one we often use with our customers.
So what's next?
Depending on the way your website has been created, all five of these methods can be incorporated into your website today with free tools (although consider investing in premium options as they offer considerable benefits).
Following these steps will take your website to the next level and will help you to grow your business sales.
If you would like more information or assistance on increasing your website sales, get in touch with our team today.