Getting people to buy your products online can be a difficult task. However, having a quality, a well-functioning website can help entice prospects to buy or subscribe to what you’re selling. If you want to get the best out of your website, just follow these helpful tips and tricks that are sure to boost your sales.
Include Hot Buttons
All good websites convey hot buttons. Hot buttons should be the first thing customers see when they access your website. These helpful tools are meant to spark interest and keep prospective buyers’ attention. A good location for a hot button is at the top of the home page of your site with a targeted headline that instantly grabs people and leaves them wanting to know more about your products or services.
Persuasion Marketing and Knowing Your Prospective Buyers
Just like at a grocery store or a retail store, your website should attract attention, gain interest, stimulate desire, and persuade customers. Persuasion marketing is simply presenting compelling information about your product or service that will persuade potential buyers to take a specific action. All good marketing should persuade and inform, not one or the other.
Only four percent of people are “now” buyers, which means that the other 96 percent need to be persuaded. Those that aren’t immediately sold on your product or service need to follow up and research until they know exactly what they’re getting. Persuasion marketing addresses all their wants and needs and continues to move them through the various stages of the decision-making process. However, since marketing is also full of tricks and gimmicks, many potential clients are often still skeptical. Therefore, you must provide experience focused on their wants and needs. For example, if you are a daycare provider and are advertising your services, focus your marketing on one specific niche that will put your business above the others, like having a five-to-one child-to-staff ratio versus the average ten-to-one ratio.
Marketing is a Science
When marketing your products or services, you must make sure to grab your prospects’ attention; facilitate your prospects’ information gathering and decision-making process; and provide specific, low risk, easy to take action that helps them make a good decision. If your marketing doesn’t grab their attention immediately, it will turn prospects away. Having a great headline hooks potential clients and keeps them interested. Also, people want the best deal, meaning they want the best value for the best price. This is where focusing on your niche comes into play. If your targeted prospects are looking for more one-on-one attention daycares for their children, market your daycare services on a smaller child-to-staff ratio. You can’t be all things to all prospects, so find your niche and focus on specifics rather than everything.
The Marketing Equation
Marketing operates on a simple equation: Interrupt, Engage, Educate, and Offer. For people to listen, you must interrupt your prospects so that they’ll notice and pay attention to your message. The best way to do this is a great headline that grabs potential customers’ attention. This is where your hot button comes in. The headline should address a major problem, concern, fear, or frustration that your prospects experience when they want to buy what you sell. If done so correctly, your headline will also immediately qualify your target customers and disqualify those who don’t target customers. Going back to the daycare example, say your child care service specializes in children ages three months to three years, and most other child cares have a ten-to-one child-to-staff ratio. If the target customer’s hot button is personal, undivided attention for her child, you want to highlight this issue in your headline. Innovate so you have a five-to-one child-to-staff ratio versus the average ten-to-one ratio. Then, your headline could say something like, “Ever Feel Like Your Child Care Treats Your Child Like a Number Instead of a Little Person?” That way, it grabs target clients and keeps them interested.
After grabbing your target customers with a great headline, follow up with an equally functioning sub-headline. It should appear directly below your headline in the smaller font, so it flows naturally with the headline. Headlines and subheadlines interrupt and engage your prospects. The headline addresses the major problem or concern (Interrupts) and then promises to provide vital decision-making information that solves the problem or concern (Engages). Therefore, a good example to follow “Ever Feel Like Your Child Care Treats Your Child Like a Number Instead of a Little Person?” would be “Here’s How to Insure Your Child Gets Personal, Loving, Caring, One-on-One Attention at Child Care.”
After your headline and sub-headline, you want to educate your target customers and provide information on how your business delivers the promises you made. This is known as the body copy where all the lengthiness of your text will be. In the body copy, you want to provide evidence and deliver details to support your promise. People need follow-up, so when you tell them you’re the best value, you have to prove it. Make sure to present the benefits your prospects want instead of focusing on the features.
Once you educate your prospects, you can make them an offer. The purpose of making an offer is to get the potential customer to take a specific action. This should be done in a low or no-risk way to lead prospects to take action. Stray from offers like, “Call us today for a free consultation”; this conveys risk to potential buyers and forces them to hesitate. Good offers include asking prospects to buy if you’re selling a low or reasonably-priced product or service; offering the free informational report to provide additional details on expensive items; or offering a free report if your business requires prospects to be educated about your benefits. Sticking with the daycare example, a good offer would be “Get Our Shocking Free Report That Compares the Actual Staff-to-Child Ratio at All 17 Area Child Care Facilities.” The free report should then be available upon request by calling, mail, or a landing page where they can enter a name and email. This captures the contact information of the prospects. Once you have their contact information, you can start your drip campaign.
For your drip campaign, you want to send additional marketing pieces that follow the Marketing Equation. These follow-up pieces should continue educating prospects on your business benefits and innovations, but should not attempt to sell anything. Just continue to follow the Market Equation, and you are sure to generate more interest, more prospects, and more sales for your products or services.
Create a Landing Page
A landing page is the first page visitors see when they click your advertisement or promotional email. It can be a specific page on your website or an exclusive page created for search engines. Landing pages are designed to direct visitors to take a specific action, such as make a purchase, subscribe to your mailing list or complete registration. This tactic boosted conversion rates from pay-per-click by 50 percent, even though only about 20 percent of websites use them.
So how do you make a great landing page? First, make sure the headline and copy of your landing page correspond with your ad copy. The ad and landing page are designed for keywords, and the ad changes based on those keywords. Second, focus on a specific action for visitors to take. Landing pages are designed to make prospects take one specific action, whether it’s subscribing to a newsletter or buying a product or service and work on a Most Wanted Response (MWR). Third, don’t include any distracting navigational links on your landing page. The goal of a landing page is to get visitors to stay on the page and carry out the MWR, so if there are links that redirect users, they are less likely to take the necessary action to the landing page. However, there are guidelines implemented by Google that require you to leave some links, so if you do have links, a good idea is to place them in the footer of the page. Fourth, you should keep your copy shorter than your homepage copy. It’s best to list a few bullet points since shorter copies work best to compel action to take the next step. Last, use a prominent subscription form or checkout option. The action you want potential customers to take should be available on the landing page without having to be redirected to another page. People want simple, fast, and easy, so follow these tips, and you’ll have a great landing page.
Other Additional Tips
Consider some of these helpful tips as well when creating your website:
– Have a specific purpose for your site
– Keep it lightweight
– Make it fast-loading
– Use a standard code
– Accommodate search engines
– Consider the lowest denominator
– Avoid annoying elements
– Never ask visitors to scroll sideways
– Stay consistent
– Cultivate additional subscribers