3 Ways to Make your Website Sell
There are two common reasons to have a website. One, it needs to make your business easy to find. Second, it should sell for you.
Website visitors won’t read everything on your site. I know this by studying Google Analytics data for different websites in different industries. Many users won’t scroll all the way down a page, or if they do, it’s such a quick glance they simply don’t read every detail. Using ClickTale, for example, you can see what users are doing. With ClickTale, you insert code on your site and it records your visitor’s movements like a video camera. You can watch what every visitor does when she comes to your site as if you were watching her every move.
We also know visitors won’t always visit other pages once they arrive. Analytics show the traffic flow and the percentage of all visitors going to other pages. A surprising amount simply leave. That’s the bad news. The good news is that you know it and now you can solve it. You simply make changes and test them.
Since you spend money to get visitors, they need to buy something, or call you, or give you their name and email so you can keep communicating with them. This applies to all business-related sites.
Make Important Content Easy to Find
Position all of your key marketing in the top half or top third of your site. This space is commonly referred to as “above the fold.”
The top part of your website is the first thing people see. If visitors have to scroll down to figure out your offer, find a phone number, or click on your Facebook link, they won’t normally do it.
Here’s what goes above the fold: an opt-in form, testimonials, your best ad copy, your phone number, social media icons, exciting announcements, Better Business Bureau rating, credibility enhancers, chat boxes, attention-getting adverts, videos, and pop-up windows.
Let’s say you’re a local service provider and you want customers to call you. The most important thing you want at the top of your website, in large easy-to-read text is your company phone number.
A phone number is often the first thing local customers look for because they want to do business with you and they need a phone number to call. Don’t make them search for it. Put it up top, on bottom, and in between the top and bottom. Also, don’t just list your phone number. Have it say, “Call Us Now!” Tell them what to do. Don’t assume they’ll do it.
Include an Opt-in Form
Next, because you should have multiple ways for people to communicate with you, you should have an opt-in form, which collects your visitors’ contact information. If the visitors don’t call you, then maybe they’ll use your opt-in form instead. This is important because not everyone likes to call. I have a roofer client who gets an average of 20 to 29 percent of its leads from its opt-in form.
With an opt-in form, be sure to tell the visitors what to do. Don’t ask them if they “want” to contact you. Tell them to. Note the form in the example above says “Contact for FREE Estimates!” The human psychology is amazing in that when you tell someone to do something they very often do it.
Use a Chat Box
Let’s assume the visitor doesn’t call or fill in the opt-in form. Have you lost him? Not necessarily, because you have another tool in your marketing arsenal: a chat box. Here’s why this is an incredible tool for your website.
Let’s say your analytics show that visitors stay on your home page for 15 seconds on average. Then they either leave the site entirely or go to your testimonials page. These two critical bits of information tell us to make the chat window pop out “before” they leave the page and to put another chat box on the testimonial page. So if the chat is set to pop out at 12 seconds, then it appears before most people leave that page. Thus, if the visitor didn’t call or fill in the opt in form, then you still have a chance to chat with them live. It’s as good as talking to them on the phone.
If they already called or filled in the opt-in form, they can simply close the chat window. Plus, you can chat with your visitors from your mobile phone while they’re in the chat box. You could be eating dinner late at night out of town and save another sale without being chained to your computer.
The pop-up window originally received bad press when first used. Although lots of people hated pop-ups, they were nonetheless very effective at bring in new leads. That remains the case today. When I started using them on a horse-training site, I tripled the amount of names and emails I could market to because the pop-up got them to give me their contact information. That eventually translated into a 37 percent sales increase because I had more people to show my offers to.
You can test what text will be the most effective in your pop-up boxes. The example below shows two pop-ups that appear on a client’s site. Both offer the same thing, but they are presented slightly differently because we are testing what gets people to give us their information. The first says “Warning…” while the second says “Discover What.” Everything else is the same.
Make sure your pop-ups look attractive. Use nice graphics and offer people something they’ll want. If it’s something they want or see that it’s a good value, they’ll often give you their name and email in exchange.
Finally, when using pop-up windows remember to test what works. You may initially find neither works. In that case, you change the verbiage, or a new offer — like a free guide. Remember to test only one variable at a time or you won’t know which one worked. Then when you get something working, keep testing it against potential improvements and see if you can beat the results with new text or a new offer.