#1 – Having Too Many Pricing Choices
Often a website owner will decide to segment the prices on the site granularly. Offering multiple mix and match pricing possibilities based on the reasoning that site visitors can now choose what they really need based on specific functionality mapped to price points.
Big mistake – Additional pricing options add new layers of complexity to the site visitor’s decision making process. Imagine buying a mixer / grinder where every little attachment was available as an addon at its own unique price point.
Buyers would spend time agonizing over whether they need the power cord or would one of the power cords at home work perfectly. Maybe they would abandon actual purchase until such niggly issues were sorted.
For example, if you have three levels of pricing – bronze, silver, and gold, the site visitor is going to have to do a lot more thinking about which is most suitable for them, when compared to if there was only one option.
Always reduce the number of pricing options on your pages, (especially landing pages), to the least possible. In some cases there may be no option but to offer different pricing levels. If you do have such a situation currently (i.e. more than one price for your product or service) try testing out a single price point and test the number of sales taking place.
Let your bank balance be the judge of what pricing structure your site needs to have.
#2 – Removing The Start Here (Home) Page
For most sites this is really the Home Page. If you do not have a Home Page, which is really the gateway page to all the other pages on your website you are really missing out. Quite a few website owners hugely undervalue the site Home Page.
If your website has been built without a Home Page then you’ve really got to step back and have a strong re-think on what how your website works.
For many years site owners have created only a series of individual Landing Pages.
They would then do their best to drive traffic to their landing pages, using social media marketing, Article posting, news flash releases and so on, hoping to short circuit the time it takes to convert leads to paying customers.
Perhaps this format of website did well in the past, but today this format of website will definitely lose you a chunk of potential leads, paying customers or both.
This is simply because the Internet is a much mature place today. Site visitors want to build a level of trust between themselves and the site before parting with their email Ids via your opt-in / slide out forms and becoming a lead.
This is where the site’s Home Page, (i.e. Start Here page) plays an important role. Provide a ton of real value on the Home Page itself. This serves as is an instant trust builder between the site visitor and the site, it’s a perfect way to get the site visitor voluntarily into your sites sales funnel.
The site will still have a Landing Page. The landing page is where a lead is converted to a paying customer, but the site will also have a Home Page via which all other website pages are accessible.
NOTE: The only page not accessible via the Home Page being the landing page.
#3 – Having Video On The Landing Page
If you do a split testing of your Landing page, i.e. one landing page with a video and one that does not have a video, you may discover that the landing page the does not have the video is converting more strongly that the one that has the video.
Hence, if you’ve created a standard – Long-form sales page + video – it may not work for you.
No one seems to be crystal clear as to why that happens, but my guess is the video is distracting and site visitors hop off after viewing it, without closing a sale.
Perhaps the site visitors are reacting to the speed at which the presenter is speaking. A lot of landing page videos have presenters that speak rapid fire with various inflections in their voices. This is often interpreted as being untrustworthy.
This also could be due to a badly produced video that meanders. i.e. Does not get to the point quickly and concisely. The engagement and attention span of site visitors is surprisingly low today.
#4 – Publishing Blog Posts Inconsistently
I know of several Blog site owner who in their prime, had 10000 to 15000 unique visitors per month. They would receive 5 to 10 subscribers every day, multiple comments on every post, great engagement. Site visitors seemed to appreciate their work.
Over time their priorities changed. Their Blog site was under focused. For a while they still get 10000 to 15000 unique visitors per month and a couple subscribers per day, but their audience began to disengage.
By not publishing engaging, informative and helpful Blog posts regularly their search ranking has fallen off. The social shares of their Blog posts have dropped to almost nil. Site visitors do not come back and re-visit regularly. Traffic has dropped off and site visitors who arrive at the Blog site don’t do much there when they
By not writing regularly, my search rankings have fallen, the social shares have all but stopped, and people don’t come back as often. Not only am I getting less traffic, but the people who come don’t do anything when they’re there.
All because of the inconsistency that developed when the Blog site owner’s priorities changed and they because inconsistent in publishing excellent Blog post content.
#5 – Talking About Everything But User Benefits
There are a ton of sales pages (which do not convert) that describe the attributes of their product or service very minutely. Intricate details of the tech underlay that supports their product or service are detailed carefully. Often with images in support.
A prospective customer is really the least interested in such information.
Prospective customers are most interested in exactly how the product or service is going to make life easier for them, how their daily pain is going to be relieved, especially to what degree.
Prospective customers are most interested in knowing exactly how they will benefit by purchasing the product of service. They are especially interested in whether the price demanded is a good fit against their perception of the value promised.
Finally they are interested in how well the product or service is supported.
For the website owner who created (or is just marketing) the product or service it’s often a really tough job to consciously defocus for all the technical magic (perhaps because this is their comfort zone) and focus sharply on customer perceptions of value.
Do watch this carefully, if you want to increase conversions via your sales page.
#6 – Stop Using Pop-Up Or Slide Out Conversion Forms
In the past there was a hue and cry against using pop-up or slide out forms as being horribly obtrusive. Additionally, perhaps website owners went a little overboard when using this technique to convert site visitors to leads.
Even today I encounter what I think are interesting websites, land on their webpages in an instant I’m displayed a pop-up form that covers almost the whole page AND does not have any obvious Close button demanding my email Id as though it is the birth right of the site to wrench this information out of me. Honestly, I do not exaggerate.
I’m out of there in a flash.
Today the Internet provides tons of alternatives, I seriously doubt there are any monopolies on content available anywhere. If this is how you use your pop-up or slide out subscribe form then . . . Please STOP.
That said today’s pop-up or slide out subscribe forms are so much more flexible and configurable there is absolutely no reason to have them behave so annoyingly on your website.
Do use a pop-up or slide out subscribe form to help convert site visitors to leads BUT configure them wisely so that they do not irritate your site visitor but convinces them of the value you deliver and gently get them to subscribe.
#7 – Your Website Is Not Responsive
Today you will be losing out on a substantial number of conversions if your website is not a responsive one. Millions of people are viewing billions of web pages daily via smartphones or tablets.
These people are subscribing or buying stuff they need using smartphones. Their numbers are growing exponentially every day. Do check the Google Analytics of your own website and register the number of people accessing its pages using a smart phone or tablet, you may be really surprised.
Hence, if your website is not responsive, you are losing out and the loss is only going to get larger.
Fix this issue immediately.
#8 – Not Having Clarity, Proof, and Usability
Figuring out whether your website has Clarity, Proof and excellent Usability is definitely tricky. A real effort has to be made, extensive testing has to be done and the test results evaluated in context with what you want the webpage to deliver the site visitor.
Ideally such web page evaluation should be done by a trained, objective, professional.
There’s nothing wrong is wanting a sleek, awesome looking (responsive) website. Just make real sure you are not sacrificing the more important elements like Clarity, Proof, and Usability in the process. If for any reason you do this is definitely going to have a negative impact on your conversion rates.
Eg: For whatever reasons, if you increased the number of fields in your opt-in or slide out form from two (i.e. Name, Email Id) to let’s say six (i.e. First Name, Last Name, Email Id, Phone no, Address) your subscriptions are going to go down sharply.
One last cautionary note, when crafting web page content use a language and style that appeals to your target audience tastes.
Ways You Can Increase Website Conversions Right Now
Keep your pricing options minimal. Every additional pricing option adds a new layer of complexity to the decision making process of the buyer.
If you don’t currently offer a Start Here (Home) page on your website, than you’re missing out on potential conversions. Create and use a Home page.
Long-form sales page + video / Does not convert well. If the video isn’t good enough site visitors will leave before reading the web page copy. Remove the video and improve the web page copy.
By publishing Blog posts consistently that are of great quality and add value to the readers you will increase your search engine rankings, social shares and user engagement.
Talk less about what’s inside your product (i.e. Its tech underlay and its attributes). Talk more about how exactly it benefits the purchaser.
Use pop-up or slide out subscribe forms but configure them perfectly so they are as unobtrusive or as least annoying as possible. Ensure that the subscribe form makes the reader a really great offer in exchange for their email Id. The more subscriptions you get the better it is for business.
Do not use a delayed opt-in form on a landing page which also displays a video.
Use a responsive theme to display your webpage content. Millions of people are viewing web pages online daily via smartphones… Don’t miss out on this traffic because you are using an unresponsive theme to display your webpage content.
Increase webpage elements like clarity, proof, and usability, in turn these elements will increase your conversion rate. Use appropriate language and a writing style that appeals to your site visitors.
These are simple tried and tested techniques that will increase conversions. What worked for you? Do let us know in the comments below. I’m really waiting to read about this, so are my Blog post readers. Please share your experiences.