The title says it all. You can have all the leads in the world but if you can’t convert them, your website is worthless. Conversions are one of the three prongs of effective marketing (leads, conversions, retention). If you don’t get it right, you marketing strategy will be dead before it even gets started.
I could carry on and write about the science of what coverts and why, but instead I thought I’d show you some examples. From time to time I put together a list of websites that catch my eye and even use them as examples for clients who want to increase their conversion rates.
You don’t need to implement all of these, but at least you will get an idea for what is working for others.
Time Sensitive Offers Are Killer
I wanted to use Neil Patel for the first example here as there are so many elements for conversion you can find throughout his website. Now, I am going to focus on just one, which is enticing people with a countdown to something they could miss.
This popup lets visitors know there is a webinar in 12 minutes. Many people will opt in immediately so they can take part. However, he also includes a “select another date” option for those who don’t have the time to do it now. This catches just about everyone else as they can choose a date, opt in, and receive an email notification when the next one starts.
Free Stuff is Cool, Especially When It’s Normally Expensive
Giving something away isn’t a new marketing trick. In fact, many call to actions include free e-books which can be a great conversion tool. However, people know things such as e-books normally don’t cost that much so there really isn’t any monetary reward for them to become a customer.
TripSeats uses a unique way to get people to sign up with an email address. The travel site knows people are there to look for vacations (which can be very expensive), so why not give one away? Contests such as these are very enticing to visitors. I hate to admit it, but they even got my email address from that one.
Softer Wording Makes it Easier For Visitors to Convert
People hate to be sold. When they see buttons that say “find our more” or “see how it works” they automatically think that the link they click on is going to try to sell them. This is not always the case, but it is psychological. One way to increase conversions is to use words like “take the tour.” It is the same as “find out more,” but is a softer, more inviting request.
Spera is a platform that allows freelancers to manage their projects. I was actually looking into the platform to manage my own projects and found the call to action exactly how it should be. When you click the “tour” button, you are still taken to a section that talks more about the platform and gradually leads you to the close, but it takes you down the road a little more willingly.
You can also make your wording something less salesy and more personable (even funny if you can). I do this on my website at the end of my homepage. I substitute the words “do you want to know more” with the words “are you ready to rock.” I also substitute “contact me” with “start your engines.”
People Hate Lists. Make it a Club!
One way to get people to sign up for your newsletter is to not make it a newsletter. Yes, people signing up for it still know you are going to email them with announcements and offers, but entice them by calling it anything other than an email list.
The Babe Report has it down. Its homepage and blog page has an email signup, but it is referred to as a club. “Subscribe To The Babe Club” sounds better to me than “Subscribe To Your Newsletter.” Yes, I joined the club.
The Proof is in the Pudding
People love to argue about anything. If you don’t believe me then you haven’t been on social media lately. If you just flip through a few political posts, you will see people screaming for statistics and asking their adversaries for proof to support their contention.
Hostmonster took this idea and ran with it by offering proof at the same time as their assertion. Not sure if they converted many visitors, but I am sure they brought quite a few by offering to prove their sales pitch.
Help Them Find What They’re Looking For
The internet is not a beauty competition. People are coming to look around and see how good of a job your website builder did with the layout. Visitors are there for a reason which is to find the answer to a question.
Put a search box right in the middle of your homepage similar to the one from Drug Lawsuit Source above. If people cannot find what they are looking for they will leave quickly. Search boxes such as this that stick out give visitors the ability to find what they are looking for and hopefully deeper into your website (hopefully leading to a conversion).
Show Them The Money
Do you have a website that ultimately calculates money people will earn, pay, or save? Make it easy for them to figure it out.
A great example is Currency Marketplace from Currency Capital. Instead of navigating through multiple screens, the homepage has you enter a few pieces of information and calculates your financing options.
To show you how well something like this converts, refer to the screenshot above from Google. Instead of taking you to a website, Google displays an actual mortgage calculator for you to use directly in search results. Google sees the conversion rates and is taking advantage of it. Now, you can’t be Google, but you can follow Currency’s example and be the next best thing.
Show How Much People Love You
Testimonials are great conversion tools. People are going to automatically search for reviews about you anyways, why not just give it to them on your homepage?
In addition to reviews, show them your current and former customers like LeadCrunch does in the above screenshot. People are more likely to do business with you if they see recognizable and notable brands who also do business with you.
Summing it Up
Convert or not convert. Does it really matter? Absolutely.
If you’re not converting, you’re losing money. Generating leads cost money and you will eventually run out of ways to pay for them if they don’t get into the sales funnel.
Again, these are not catch-all conversion techniques, just samples for you to see what is working for others. Do you have any examples of conversion techniques you use to turn leads into customers?