Sales, sales, sales…the scary word that makes executives’ heartbeats a little faster when they hear it. For some, this increased pulse can be directly attributed to the sheer enthusiasm that comes with achieving sales goals and all the perks and rewards associated with sales success. However, for other executives – “sales” is a pesky term that gives them nightmares while they sleep and chills when they’re awake.
This is because much of a company’s success depends solely on its ability to sell. In fact, let me paraphrase, all success of any company depends on its ability to sell. And in the age of e-commerce, a lot of the company’s sales will come through its website. In fact, according to Census Bureau of the Ministry of CommerceTotal US retail e-commerce sales estimates for the third quarter of 2021 were $204.6 billion – a 3.2% decrease from the second quarter of 2021.
And with a lot of the company’s sales coming via their website – there’s still enough revenue that isn’t generated just because there’s a little… let’s say digital marketing mishaps. No need to fret, this article is not going to cover some magic SEO hacks that will solve all your e-commerce problems. And while SEO is important, it only helps people find your website – but then what?
These three digital marketing tactics to increase your website conversion rates focus on helping you attract people who visit your website to make a purchase as soon as they arrive. But the introduction suffices. Let’s move on to the tactics that will help put you in the category of CEOs who smile whenever they think about sales and have dreams about sales instead of nightmares.
Put your main feature first
As a consumer, don’t you get frustrated when you log into a website to request a company’s main feature and instead end up on one of the other featured product pages of sites you probably don’t want to buy?
Don’t get me wrong, I’m familiar with the milk philosophy of marketing. For those unfamiliar with the philosophy of milk – have you ever asked yourself, “Why is milk always in the back of every grocery store?”
Well, the milk philosophy of marketing revolves around the concept that by placing milk in coolers at the back of the store, customers are more likely to see and be tempted by other items on their way to grab the milk. I have to admit that this tactic has worked for me a lot while grocery shopping (be honest, how many times have I bought items that you didn’t intend to buy while grocery shopping? I can’t be the only one).
While the milk philosophy is highly effective on consumers in grocery stores. It’s not nearly as effective for customers who shop online. In fact, according to a survey conducted by 451 search, 61% of American consumers who shop online prefer websites that make it easy to find their products.
Think of it this way; Let’s say you own a business that sells snowboards online. If your data shows that the most popular item on your website among consumers is a particular skateboard, that skateboard should be the first thing visitors see whenever they log into your website.
Contrary to what other digital marketers may tell you about displaying terminal items above the fold on your website to help these products sell more. When it comes to online shopping, consumers prefer ease and speed. In other words, they want what they came for. There are other ways to mark peripheral items – one way is to make them stand out in your website’s shopping cart at a time or after – a consumer makes a purchase.
It is important to remember that in order to increase conversions, you must give the consumer what they came for as soon as possible before they go anywhere else (which will increase the bounce rate). If consumers come to your site to get milk, make sure the milk is the first thing they see when they come to your website. You can sell your other stuff in the aisles (on certain pages) or at the checkout—like groceries that use candy bars (you’ve got that right, too).
simplify selections (UX)
This may sound obvious, but you will be surprised how many websites do not simplify the buying process on their website. In order to increase your conversion rate, it is imperative that you secure the sale as quickly as possible. This means ensuring that your visitors can make a purchase with as few clicks as possible. The more clicks a consumer has to make to get what they came for, the more likely they are to look for it elsewhere – losing your company’s profits!
Instead of helping your competitors take down your existing and potential customers – be proactive and make sure the user experience on your website is pleasant and makes it easy for your visitors to navigate without any hitches. Especially when it comes to buying! Remember, the fewer clicks to make a purchase – the better.
in their book Reed Marketing, Previous YUM! CEO Brands Greg Creed and Liam! Ken Muench, Director of Brand Marketing, stated, “Relevancy and distinction can make your brand more mentally accessible and timely, but only ease can you—with a few tweaks, attract your competitors’ customers to your sites overnight.”
The ease of purchasing on your website will not only increase conversion among your existing customers – it will also convert some of your competitors’ customers into yours. Which will definitely increase your conversion rate significantly.
I don’t have to tell you that as human beings, we are very mysterious (some more than others). Often, things that seem very practical; Like buying something we care about — or not buying something we don’t have an interest in, it can become a decision that is needlessly stressful for us mentally.
For example, have you ever been on a date with someone at a restaurant and the person you were with had plenty of time to check the menu, but when the waiter came to take their order – he wasn’t willing to decide what they wanted to order ? (If not, you were probably the one on the date who couldn’t decide what to order… you’re not alone – we’ve all been there)
The reason choices that should be effortless to us, becomes daunting, is because we are innately more difficult when options are plentiful—and more assertive when things are scarce. in his book, impact: The psychology of persuasion Author and behavioral scientist Dr. Robert B.
So, knowing that we as human beings – we instinctively desire and value the rarest things – help your customers make a decision by using the law of scarcity to work for you. The way to do this is to show visitors on your website that you only have a limited supply of a certain product or that a certain service will only be available at a certain price for a certain period of time. This will cause tension – and stress calls for action.
Here are some of the ways you can apply the law of scarcity to your website:
- “Only 5 shirts left – buy now!”
- “Upgrade your phone in the next two days and get 50% off.”
- “We noticed you saw these – we only have 3 left in stock.”
Some would say this is manipulation. But if it’s actually helping a client make a decision they’re having a hard time making, is that a mistake? I will leave this answer to the ethics professors. The way I see it, as long as you’re telling the truth… I don’t see the harm in causing tension.
Hate it or love it – Fear of losing (FOMO) is a very effective tool for invoking a desired action. As human beings, the fear of not having something we might want is one of the things that keeps us moving. I think Cialdini explained it best when he said, “The idea of a potential loss plays a huge role in decision-making. In fact, people seem to be motivated more by the idea of losing something than they are by the idea of gaining something of equal value.”
Proper application of scarcity tactics on your website will increase your conversion rate because people naturally tend to act on the idea of losing something rather than the possibility of getting something. But as a responsible marketer – your job is to ensure that once a consumer makes a purchase, your product or service is a consumer gain, not a loss.
Originally posted here.