Most people want to improve their website conversions… and if they don’t then they probably aren’t clear on exactly what this means.
Basically every visitor that comes to your website has the potential to become a client. Say 1 visitor out of every 100 that visits your website decides to buy from you. That means you have a conversion rate of 1%.
Why website conversion is so difficult
We often see low numbers like 1% when it comes to website conversion because it’s so hard to sell anything online. Basically you’re a faceless website located somewhere out in the internet. It takes a lot of work to get a visitor to want what you have badly enough so they decide to trust you and take a chance on buying from an anonymous stranger.
This means we have to be very good at communicating through our website. We have to create a sales message that not only builds the desire in our visitors but also builds a huge amount of trust. It won’t matter how much they want your product if they think you’re some scam artist in Nigeria.
Why people don’t buy
There are just 3 underlying reasons people don’t buy from you:
- They don’t want it
- They can’t afford it
- They don’t trust you
When we look at the first two they are really interlinked. People will use the excuse that they can’t afford it when in reality they’re just saying they don’t want it badly enough. If people needed money for their sick child they would find it somehow… it’s really a question of motivation.
How to build desire in your visitors
To get people buying you have to talk in terms they understand… namely “what’s in it for them?” How would your product or service add value to their life? Once you can explain your business’ value in a clear and compelling way then you’re going to dramatically increase your sales.
This means you have to stop talking about what your product or service does (its features) and start talking about what it does for the clients (its benefits). Adding on to this you have to dig below the surface benefits and start getting to the real emotional core of why people buy a product or service. Do you want a new car because it’ll transport you more effectively or because it’ll make your friends jealous that you now own a Porsche?
How to build trust
Now it doesn’t matter how good you are at building desire if people don’t trust you. If I promise you that because you bought my $27 ebook you’re going to make a million dollars you’re probably going to laugh it off and forget all about it (I hope!). It’s not that you don’t really want a million dollars… you just don’t believe how wonderful my ebook is (it’s great but realistic).
We also trust people that we like. While many websites try to appear all businesslike and professional the reality is we don’t relate to them. I’m a big fan of putting your personality into your website as then visitors can see you’re a real, likeable person and they’re much more likely to trust you.
How to learn more about this stuff
In order to become great at sales and marketing whether it’s online or offline you just have to get out there and do it. By reading my website and subscribing to my email list you’re going to discover a ton of information that you can immediately put to use on your own website. You’ll also learn a lot by watching the free “Seven Ways To Turn More Website Visitors Into Paying Clients” webinar.
The good news is that when you start to master these concepts then your business (and any business you’re involved in) will be able to thrive. Most businesses struggle to get enough clients but with the skills you’re learning you won’t be one of those businesses. We’ll also talk occasionally about the challenge of having too many clients and what you need to do to grow your business then.