- One fast ways to improve your website's conversion rate
who once low?
In this video, I'm gonna outline
some very quick things that we've done over the years
to as much as double website conversion rate overnight.
So this is quick, simple things that you can do.
So turn on, tune-in, reduce drop-off.
All right, conversion rate.
If I was ever gonna get a massive back tattoo
it would be conversion rate.
It is my absolute favourite digital marketing metric.
No, just me.
And here's why it's the most impactful
of all the marketing metrics.
Every hundred people that visit your website
the number of people that take an action
I.e. you become a lead or buy a product for me
this is known as your conversion rate.
Conversion rates can vary anywhere from 0%
I.e. nobody does anything on your website
all the way to two, three, four, 10, 15, 20, as high as 40%.
We've got other videos which talk
about what should your conversion rate be
and how to improve your conversion rate
over a longer time period.
So in this video,
we're gonna be looking at the quick fixes,
I.e. stuff that you can do on your site
to fix conversion rate immediately
in order to improve your website's conversion rate
dramatically we're going to need
to pick some low hanging fruit.
There are three main types of low-hanging fruit
which you can pick,
if your website is underperforming with conversions
the first is that people cannot find your call to action.
So in this situation
your website visitors are already kind of interested
in working with you or buying from you.
They actually just can't find out how,
so we're gonna look at some fixes for this.
The next category of low-hanging fruit is people don't
like your call to action.
There's something about it
which means that it's unappealing to them.
Again, we're gonna look at some examples
and talk about how to overcome this.
The third piece of low-hanging fruit is
that your call to action is just too high risk for people.
Okay.
So let's look at the first one.
This is how to make your call to action more prominent
if your visitors can't find it.
There are three main things that you can do.
Imagine that you go to amazon.com
and you can't find the buy button.
This is the equivalent of that.
So what we wanna do is we wanna make your call
to action as prominent as possible on your website.
A few very, very simple ways that you can do this
without any technical ability at all.
The first is to instal a live call widget.
We use live call.io.
And what it does is it puts a little phone widget
at the bottom of your page
which offers your website, visitors a free call back.
They click on the button.
It opens a little pop-up window that says,
put in your number here
and we'll call you back in 25 seconds.
It's a fantastic tool at driving more phone call conversions
but it actually has a secondary benefit
that we've noticed installing it
on some of our client's sites
which is not only does it get more calls back
but it can actually bring
about a lift in non phone conversions.
Now, whether this is because there's some implied
credibility of having your phone number
or the availability of people on the phone, we don't know.
But the point is we've noticed that give a lift
to non phone conversions as well
as of course generating more calls back.
The second very quick thing you can do is
to instal a live chat widget.
Now of the people come onto your website.
Some people are ready to take an action,
ready to move forward.
Some people they need to talk to someone first.
They might need to ask a question
that isn't answered on your site
or overcome an objection that they have before taking
the next step that you've asked them to take.
In this case, a live chat widget can be a great way
of connecting you with them at that point
where they're like, I can't quite convert
so that you can answer the question, get them over the line.
Now there's two ways that this can increase
your conversion rate.
Firstly, it can help you get over the line with people
that are on your site right now.
But the second thing it does is help you identify the flags
and the common objections that people have.
So you can fix them on your website,
so they don't have to talk to you by live chat.
The other thing that you can do to make your call to action
as visible as possible to people is make it sticky.
I.e. have it stick to the top or the bottom
of the browser window, as people are using your website.
So on the Google nest site, you will see here,
this is an e-commerce product page
and a fantastic one of that.
And what you'll notice is
that as I'm scrolling down the page,
the buy button is always visible at the bottom.
This means they can make this page as long as they want.
And I'm not gonna forget where I am.
I'm not gonna forget how to take the next step
because it's always visible to me
and I can just click to add it to my cart.
Lovely stuff, Google.
All right.
So that's how to make your call to action more visible.
The next piece of low-hanging fruit we have to pick is
that people just don't like your call to action.
I.e is not appealing enough for them
to take that next step with you.
There can be loads of reasons for this
but the most common one is that the call to action.
I.e. the thing that you're asking people
to do on your website is just a bit, maa.
We talk a lot about calls to action
on the exposure and end your channel
on whether it's offering a free consultation
or a free initial booking or a free quote.
If you're a business that generates leads
or whether it's incentivizing people
to purchase from your store, if you're an e-commerce site
what you offer people
in this initial step is really important
particularly for getting customers in the first place.
If you think about the first step in your sales process
usually when you're selling a service to someone
there is some sort of conversation,
some sorts of thing that happens
at the front of that relationship.
The key to generating a lot of leads online is
to package this in a way that has value to the customer.
Let me show how we do it here at exposure ninja.
So you'll notice
that we offer a free website and marketing review.
This is a killer service.
Basically, we ask you a few questions about your business
and your website and your digital marketing goals.
We then record you a 15 to 30 minute video showing you
how to improve the volume of leads and sales
that your website generates you
completely free of charge.
Now we do hundreds of these every single month.
We've done tens of thousands of these over the years.
And most of them don't turn into business.
So why do we have so many people spending
all their time giving out this free information
and free advice?
Well, we do it because having this call to action means
that we generate a lot of leads
because there is a high perceived value to this offering.
If we just said,
Hey if you want some digital marketing help contact us,
yes we'd still generate some leads,
but it will be nowhere near the volumes
that we're able to attract by offering something compelling.
By the way, if you haven't yet requested
your free website marketing review,
go to exposureninja.com/review right now, done it.
Okay.
Then we may continue.
If you're an eCommerce business, the massive trend
at the moment is to offer some sort of gift with purchase.
And usually this gift is offered
when the purchase exceeds a certain amount.
Here we are on the Lancome site
and you can see they're offering a free deluxe gift
when you spend over 60 pounds.
So as soon as you see this,
where is your price anchored to?
60 pounds.
If you buy something for 55 pounds, what are you thinking?
You're not thinking well, awesome.
A lot of money for a little pot of moisturiser.
You're thinking,
Oh I'm only five pounds away from the free gift.
And what you'll often find is
that free gift has an out sized perception
in the minds of your customer.
Here, we see Charlotte's Tilbury doing
pretty much the same thing receive
a free full-size airbrush flawless foundation
with your next order, over 75 pounds.
So how do you choose the amount
and how do you choose the gift?
Well, you can either do a specific gift,
as Charlotte Tilbury has done here,
or you can do what Lancome has done,
where they say free deluxe gift.
They don't even have to specify anything.
Your expectations could be massive,
or they could be absolutely minimal.
It doesn't really matter.
But the perfect implementation of this is
when the gift brings about a future purchase.
So for example, we've got a client in the pet food space
and we found that one of the most successful free gifts
to offer is one of their most popular products.
And what ends up happening is people get
the free gift of this really popular product.
Their pet loves it.
And then of course, they end up ordering more.
So you don't have to treat the free gift
as this kind of lost cost.
Actually, you can use it as a gateway to future purchases
as for choosing the trigger amount
of which people get the free gift,
really you either wanna set this
just above your average order value
to incentivize more purchases,
or you wanna put it just above the cost
of your most popular product.
So people are forced to hunt out that pair of socks
in order to trigger the free gift.
So effective its cruel.
And by the way, before we continue,
if you're enjoying this video,
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type in the answers to the questions.
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Okay.
So we've looked at how to make your call to action
more visible.
And we've looked at how to make your call to action
more compelling or appealing.
What about if your audience aren't converting?
Because it feels too risky for them?
Well, we're gonna de-risk it for you.
Let's imagine a visitor to your website.
They come onto your site.
They know nothing about your business.
They've never heard from you at all.
Let's say, for example, you work at this business
which is the Devonshire Clinic in London.
No affiliation,
I have no affiliation to this,
by the way they're not a client.
This is just a space that I happened to be researching.
Not for personal use,
just happened to be researching for a client.
So let's say that you come onto the site cold
I.e. you have no relationship to the business.
What's the call to action, talk to us.
Okay.
So what's gonna happen when I talk to you?
Who am I gonna be talking to?
Am I right for you?
Are you right for me?
How much will it cost?
Is someone gonna try and pitch me?
I don't know what's happening here is
they are requiring a leap of faith.
Anytime you require your website visitors
to do a leap of faith, you're gonna lose some of them
because some people just have no faith.
Now this site thinks that they're doing a good job
because they're offering a free consultation,
book a consultation, their call to action says.
Thing is I'm not actually booking it through this.
And also I don't know
what's gonna happen in the consultation.
Where's the consultation gonna happen?
Is it gonna be over Skype?
Is it gonna to be in person?
Do I have to come to you?
You're gonna come to me?
Who's it gonna be with?
No idea.
Is it gonna cost me anything?
These are all questions swimming around my head
until I have the answers to these questions
unless I'm really happy go lucky.
I'm unlikely to convert through this form
because there's just too many unknowns
to get my head across.
Now, this site does a slightly better job.
It says, make an appointment, make an inquiry box.
If we click that,
we'll see that they do almost a great job of this.
They actually give a bit of description
about how things work,
but in the form they are forcing us to choose
between a bunch of clinicians
that we have absolutely no idea who they are
or really I can see what their skill sets are.
But how do I know if I need to gynaecologist
whether I should be choosing Dr. Christilla Nevi
or whether I should be choosing Dr. Shree Datta.
But if I need a dentist for example
how do I know which one of these I should be choosing?
I have no idea.
So again, you're forcing me to make a leap of faith.
If I get this wrong, it's something bad gonna happen.
Is it gonna cost me loads more than it needs to?
I don't know.
So again, they're falling a little bit short.
Now, if like me, you're beginning to despair
the conversion rate optimization skills
of the private clinics in London's Harley Street.
Fear not The Private Clinic
of Harley Street are here to save you
because on their book a consultation form,
you'll see we actually have some instructions.
These answers some of the most common questions
that we have.
For example, it says at the top,
requests a phone or video consultation,
ah, one of my main questions, is it gonna be in person?
Do I have to go anyway?
Or can I do it over the phone?
Great.
That's answered.
Once you filled in the form
we will contact you about your inquiry.
Great.
Tell me what's gonna happen, another box ticked,
alternatively, call our clinic.
This works.
If you're in a real hurry
or you can't fill out the form for whatever reason
you'll notice in the section on the right-hand side
we've got begin your journey meeting
your consultant face-to-face so that slightly weird
because they just said phone or video,
but Hey they're doing all right.
Discuss all available options to achieve your goal.
Okay.
So we know this is gonna be a discussion.
We know I don't have to have the answer already.
This is somewhere where I get the answer, so that's great.
Now, how could they improve this even further?
They could include testimonials here about people
who've requested the consultations
and how useful they found them.
That would be great because actually we're selling people
on requesting the next step.
We're not yet selling people on the service.
We're selling people on doing this thing.
So if you can do anything to build credibility
for the business, that'll be a really good idea.
For example, I found the team really helpful.
I had lots of questions about the thing that I was after
but they answered all of them
and made me feel really at ease.
I would thoroughly recommend booking a free consultation
with the Harley Street.
So you can see how, even if you're offering something
that seems kind of innocuous a free consultation,
actually there is still risk to the visitor
because they might spend their time talking to someone
who's really not right for them.
Or they might have a really uncomfortable sales conversation
with a close up.
They might be forced to do something they don't wanna do.
They might accidentally sign up for something
which costs them loads of money.
These are all potential objections
that your visitors might have.
And whilst you know what your free consultation includes
they won't.
So what we have to do is alleviate
any of those potential objections or fears
before they're going to take the action.
Remember also that risk and reward balance out.
So if you're offering something of massive perceived value,
like free Aston Martin's,
then they will do a lot of work to get that thing, right?
You don't need to worry about selling the benefits
of getting a free Aston Martin in your contact form
because people know they'll even hunt out your home address
through who is look up on your domain name
and come and find you at your house.
Even if they think they're gonna be shot at, right?
Because the reward is high enough.
Whereas something like inquire now
where the perceived reward is so low
we have to de-risk it as much as we possibly can
in order to tip that balance in our favour.
So hope you found that useful.
Remember, if you were going to double your conversion rate
literally overnight, it has to be by identifying
and removing one of these blockages
these quick fixes, this low hanging fruit.
So either people are struggling to find your call to action.
People don't like your call to action
or it feels too risky.
I hope you found that useful.
If you've got any questions at all,
drop them in the comments.
Also let me know, what's your favourite call to action?
What's the thing that you've been offered on a website
that made you go yes, that's for me,
I'm collecting some great calls to action.
So drop it in the comments.
Let me know, subscribe to this video, click the bell icon
do all that YouTube engagement stuff
and I'll see you next time.