The most important part of your website is your value proposition. Find out how to communicate it in words and images.
Too often, we confuse our tag line with our value proposition.
For a website, the value proposition is the critical message that asks a visitor to explore further and to purchase.
Famous value propositions include Zappos’ “365 day return policy and we pay shipping both ways.” Warby Parker offers “Order up to 5 of our vintage-style sunglasses. Keep the ones you like and send the others back at our expense.” These sound like expensive value propositions.
Yours doesn’t have to be.
No matter how simple or complex, your value proposition should be communicated clearly in the words and images on your website. Most value propositions can’t be communicated in a sentence or two.
Let’s see how one company communicates its value proposition in words and images.
iMagnetMount Value Proposition
I’m not going to tell you what iMagnetMount does. Let’s discover it from their home page, which acts as a landing page.
The value proposition for iMagnetMount is simple:
The “Hero Shot” should tell visitors that they are in the right place.
“We make a phone mount for your car.”
If I didn’t read the text, I wouldn’t really know what this is. The headline tries to be cute, but has the magic words, “Phone Mount.”
If we scroll we get the next part of the value prop pretty easily from an auto-play hero video.
If your product is easily demonstrated, consider using video.
BAM! I get it. Viscerally. Nothing fancy. No catchy music. I don’t even have to read the text.
It’s solid. It’s easy. It works on the dash or on the windshield.
This is the value of having a demonstrable product. If you have a demonstrable product, use video. To demonstrate.
If anything, I would have put this at the top of the page.
Objections: What’s missing from your Value Proposition
As potential customers, what we haven’t been told will quickly gel into objections. Objection questions begin with “What if I…?” and “Will it…?” and “How can it…?”
However, these questions aren’t asked on a web page. They must be anticipated.
It’s apparent that iMagnetMount believes to be the first objection to be, “Can I trust you?” Trust symbols are seen in two places on the page.
Logos can increase “borrow” trust from better-known brands.
Be careful introducing objections with little proof to overcome them.
Objections are funny things, though. If you address the right concern, you move the prospect closer to buying. If you raise the wrong one, you create a new objection.
Here, iMagnetMount introduces an objection, “Magnets might hurt my phone” by stating that there is “No Magnetic Disruption To Their Phone.” The objection is addressed with some social proof, so the objection is raised and addressed.
If you raise an objection, handle it quickly.
What is the next thing we should learn about this “phone-destroying” product?
More Demonstration
Next is a video with a marquee frame showing the phone turned horizontally, like a GPS. Awesome!
The copy next to it says, “Life is too short to fumble with your phone.” iMagnetMount’s copywriter thought cute was the way to go.
The goal of this particular headline is to get the visitor to play the video. Instead, they introduce a new objection: “Will I fumble the phone? Will it fall off?”
Headlines should tell the visitor what to focus on.
In your copy, avoid cliché phrases like “Life is too short”. Instead, be more direct.
Watch this short video to see how flexible this magnetic mount is.
Managing the Big Objections
When speaking with iMagnetMount, they confirmed that a big objection is that the magnetic mount would damage or interfere with the phone.
Will it hurt my battery?
Will it fry my electronics?
Will it burn my screen?
Will it affect reception?
iMagnetMount addresses the issue in small text under an unrelated headline.
The answer to the big objection is buried in hard-to-read copy under a cutesy headline.
Here, the copy asks the visitor to “Turn smartphone mounting on its head.” Another throw-away headline. As above, tell them to watch the video and see the advantage.
The video demonstrates the strong suction as well as the grip of the magnet on the phone. Demonstration rocks value propositions.
These two messages – that the magnet is safe and that the suction is awesome – address two of the biggest parts of the value proposition. They should be separated and proven.
Marry Messages and Copy
Your headlines should support the image.
In this part of the page, I felt that the background image used was pretty effective for making a statement about suction. It shows a suction cup sticking to a rough dashboard surface. In this case, the overlaid text supports the message of the image. Words like, “Finally” and “hassle-free” are not as powerful. Chuck these words to advance the value proposition.
Phrases like “patented” and “secure for months” are going to be more successful.
Managing Risk
Buying anything is perceived as risky, especially online. Managing the risk is a key part of the value proposition.
Risk management is a key part of your value proposition.
There are several messages at the bottom of the page that address risk.
- You won’t have to buy a new mount if you think you’ll change phones.
- Our mount is safe for your phone (with a link to a FAQ page)
- Our product is built from strong stuff (in South Korea)
- We offer a one-year warranty.
- Over 100,000 drivers have bought your product.
The cornerstone of risk management is risk reversal. The use of a familiar gold seal tests well in many industries. The use of plain-English text describing the warranty and return is done well here.
A link to a FAQ page offers up many more objections, but also handles them well. Methodical buyers will appreciate the detail on this page.
Repeat the Offer at the Bottom
Anyone who has read through your page to the end is probably pretty interested. Always repeat the call to action at the bottom, as iMagnetMount does here.
Bringing it Home
Copy is more than words. Copy is words and the images that support them.
If there is one issue with the copy on this page, it is that copy is trying to be cute and isn’t supporting the very strong images and video on the page.
After our conversation, iMagnetMount modified the page to address some of these issues.
Proof is important when handling value objections.
Here they’ve added copy to handle the objection, “Will the magnets hurt my phone?” Unfortunately, the image and copy no longer collaborate.
I don’t think they expend enough effort in managing this objection. Proof is key, and they have it. However it is buried, even in this treatment. They should state that it’s SAFE.
Safe for your phone. Safe for your battery. Safe for your screen. Proven with over 10,000 hours of road testing over 2 years.
Are we introducing some objections here? Yes, but if the proof is there, we can consider it handled.
With one change, iMagnetMount significantly improved the image-headline relationship in another part of the page.
When text and image work together, value propositions get wings.
What a powerful headline that begs me to watch the video to see the proof.
The Complete Value Proposition
The keys to a communicating a strong value proposition are:
- Demonstrate your value with images and video.
- Support your images with headlines.
- Provide proof whenever possible.
- Manage risk with proof and a straight-forward return policy.
- Repeat the offer at the bottom of the page.
There are other aspects of this page that may be hindering conversion rates, and those are discussions for another day.
However, with a well-crafted value proposition, buyers will find their way through many obstacles on their way to purchase.
How to Present a High-Converting Value Proposition [CASE STUDY]
Landing Page OptimizationThe most important part of your website is your value proposition. Find out how to communicate it in words and images.
Too often, we confuse our tag line with our value proposition.
For a website, the value proposition is the critical message that asks a visitor to explore further and to purchase.
Famous value propositions include Zappos’ “365 day return policy and we pay shipping both ways.” Warby Parker offers “Order up to 5 of our vintage-style sunglasses. Keep the ones you like and send the others back at our expense.” These sound like expensive value propositions.
Yours doesn’t have to be.
No matter how simple or complex, your value proposition should be communicated clearly in the words and images on your website. Most value propositions can’t be communicated in a sentence or two.
Let’s see how one company communicates its value proposition in words and images.
iMagnetMount Value Proposition
I’m not going to tell you what iMagnetMount does. Let’s discover it from their home page, which acts as a landing page.
The value proposition for iMagnetMount is simple:
The “Hero Shot” should tell visitors that they are in the right place.
“We make a phone mount for your car.”
If I didn’t read the text, I wouldn’t really know what this is. The headline tries to be cute, but has the magic words, “Phone Mount.”
If we scroll we get the next part of the value prop pretty easily from an auto-play hero video.
If your product is easily demonstrated, consider using video.
BAM! I get it. Viscerally. Nothing fancy. No catchy music. I don’t even have to read the text.
It’s solid. It’s easy. It works on the dash or on the windshield.
This is the value of having a demonstrable product. If you have a demonstrable product, use video. To demonstrate.
If anything, I would have put this at the top of the page.
Objections: What’s missing from your Value Proposition
As potential customers, what we haven’t been told will quickly gel into objections. Objection questions begin with “What if I…?” and “Will it…?” and “How can it…?”
However, these questions aren’t asked on a web page. They must be anticipated.
It’s apparent that iMagnetMount believes to be the first objection to be, “Can I trust you?” Trust symbols are seen in two places on the page.
Logos can increase “borrow” trust from better-known brands.
Be careful introducing objections with little proof to overcome them.
Objections are funny things, though. If you address the right concern, you move the prospect closer to buying. If you raise the wrong one, you create a new objection.
Here, iMagnetMount introduces an objection, “Magnets might hurt my phone” by stating that there is “No Magnetic Disruption To Their Phone.” The objection is addressed with some social proof, so the objection is raised and addressed.
If you raise an objection, handle it quickly.
What is the next thing we should learn about this “phone-destroying” product?
More Demonstration
Next is a video with a marquee frame showing the phone turned horizontally, like a GPS. Awesome!
The copy next to it says, “Life is too short to fumble with your phone.” iMagnetMount’s copywriter thought cute was the way to go.
The goal of this particular headline is to get the visitor to play the video. Instead, they introduce a new objection: “Will I fumble the phone? Will it fall off?”
Headlines should tell the visitor what to focus on.
In your copy, avoid cliché phrases like “Life is too short”. Instead, be more direct.
Managing the Big Objections
When speaking with iMagnetMount, they confirmed that a big objection is that the magnetic mount would damage or interfere with the phone.
iMagnetMount addresses the issue in small text under an unrelated headline.
The answer to the big objection is buried in hard-to-read copy under a cutesy headline.
Here, the copy asks the visitor to “Turn smartphone mounting on its head.” Another throw-away headline. As above, tell them to watch the video and see the advantage.
The video demonstrates the strong suction as well as the grip of the magnet on the phone. Demonstration rocks value propositions.
These two messages – that the magnet is safe and that the suction is awesome – address two of the biggest parts of the value proposition. They should be separated and proven.
Marry Messages and Copy
Your headlines should support the image.
In this part of the page, I felt that the background image used was pretty effective for making a statement about suction. It shows a suction cup sticking to a rough dashboard surface. In this case, the overlaid text supports the message of the image. Words like, “Finally” and “hassle-free” are not as powerful. Chuck these words to advance the value proposition.
Phrases like “patented” and “secure for months” are going to be more successful.
Managing Risk
Buying anything is perceived as risky, especially online. Managing the risk is a key part of the value proposition.
Risk management is a key part of your value proposition.
There are several messages at the bottom of the page that address risk.
The cornerstone of risk management is risk reversal. The use of a familiar gold seal tests well in many industries. The use of plain-English text describing the warranty and return is done well here.
A link to a FAQ page offers up many more objections, but also handles them well. Methodical buyers will appreciate the detail on this page.
Repeat the Offer at the Bottom
Anyone who has read through your page to the end is probably pretty interested. Always repeat the call to action at the bottom, as iMagnetMount does here.
Bringing it Home
Copy is more than words. Copy is words and the images that support them.
If there is one issue with the copy on this page, it is that copy is trying to be cute and isn’t supporting the very strong images and video on the page.
After our conversation, iMagnetMount modified the page to address some of these issues.
Proof is important when handling value objections.
Here they’ve added copy to handle the objection, “Will the magnets hurt my phone?” Unfortunately, the image and copy no longer collaborate.
I don’t think they expend enough effort in managing this objection. Proof is key, and they have it. However it is buried, even in this treatment. They should state that it’s SAFE.
Are we introducing some objections here? Yes, but if the proof is there, we can consider it handled.
With one change, iMagnetMount significantly improved the image-headline relationship in another part of the page.
When text and image work together, value propositions get wings.
What a powerful headline that begs me to watch the video to see the proof.
The Complete Value Proposition
The keys to a communicating a strong value proposition are:
There are other aspects of this page that may be hindering conversion rates, and those are discussions for another day.
However, with a well-crafted value proposition, buyers will find their way through many obstacles on their way to purchase.
Mobile Advertising [INFOGRAPHIC]
Conversion OptimizationThe folks at WhoIsHostingThis.com have put together a very complete infographic on mobile advertising.
We like articles and infographics that support their findings with research and case studies.
One thing we’d like to put a fine point on is this:
Responsive vs. Dedicated Mobile Site
We are seeing in the literature more evidence that responsive designs suppress mobile conversion rates. The primary culprit is load times. We are currently recommending the Native Mobile Website approach for phone-sized screens.
Furthermore, many sites are displaying mobile sites on tablets and phablets that have the resolution to show more. This may be suppressing conversion rates as well.
Source: WhoIsHostingThis.com
What are You Really Selling on Your Landing Page? [CASE STUDY]
Landing Page OptimizationWhat is your landing page selling?
You can answer this question in one of three ways:
The right answer is number one.
Number two is an About Us page. Number three is a typical home page.
If this was a poll, we’d see heavy voting for two and three. Why the disconnect?
I spent some time on the phone with John Colasante of ManhattanTechSupport.com to understand why his landing pages were under-delivering. It was pretty clear that he had chosen door number two.
Take a look at one of their test landing pages built on the Unbounce platform.
One ManhattanTechSupport.com Landing Page. Click for a larger image.
This page served PPC ads promising to help mid-sized businesses choose a managed IT provider. What is the promise found on the landing page?
“Transform your IT Experience!”
Few if any CTOs have woken in the middle of the night in a pool of sweat thinking, “I need to transform my IT experience!”
The sub-headline takes a bold step. “Outsource your IT Department to ManhattanTechSupport.com.”
This is the sort of suggestion you make to someone who is hypnotized, maybe.
We would expect a high bounce rate because this landing page doesn’t keep the promise of the ads, and hasn’t addressed the fundamental question of qualified visitors, “How do I choose the right managed IT provider?”
This landing page sounds like their home page.
The promise of a home page is “We’ll tell you about our company.” Not so for a landing page.
What is this landing page really selling?
A landing page has two very focused jobs:
The promise here is to help visitors choose an IT provider. The offer, however, is “Fill out this form.” Not particularly compelling.
Reading on, the offer is for ManhattanTechSupport.com to “get back to you same day during business hours.”
Is this a consultation? A sales call? A chance to hear about the CEO’s vacation?
Can filling out a form really transform my IT experience?
John clarified this for me. It is a consultation with someone who knows the space.
Now that’s an offer.
Retargeting Your Landing Pages
How would we turn this page into a true landing page?
It’s usually the job of the headline to keep the promise of the ad. This is also why landing pages are powerful: we know what the visitor is interested in, so get to design a very targeted page.
ManhattanTechSupport.com may want to change this to “Let an experienced IT consultant answer your questions on managed IT services.” Another might be “Free Managing IT Services Consultation.”
Now we need to tell them about the offer, not the company. Our sub-headline is designed to get them to read the next paragraph.
“In thirty minutes, you will discover the key to cutting the time you spend on IT by 85%.”
I gotta find out more about this!
Unfortunately, the paragraph starts we-weing all over itself: “ManhattanTechSupport.com is your premier…”.
We want to know about the offer.
How long will the consultation be? What qualifications will the consultant have? What key questions will be answered? Will I get the hard sell? Do you have a proprietary evaluation process? Will I get a freebie just for speaking with them?
When to Talk About Your Company, Products or Services
There is often another question on the visitors’ minds: “Who are you?”
It’s OK to talk about yourself to support the offer, to build trust. But you must provide proof.
Don’t tell me that you are the “leader” or the “premier” provider in your space. What awards have you won? What famous media outlets have declared you to be top of the heap? Have you been seen partying with Justin Bieber?
The ManhattanTechSupport.com page provides some trust-builders by using logos of well-known partners below the form.
There are many proof points and trust builders you can use.
ManhattanTechSupport.com lists four differentiators on their page: No contracts, Everything is included, We are proactive, and We are 24/7.
Once the value of the offer is established – the value of the consultation – this is fair game to make the visitor feel comfortable taking action.
Bring it Home
The form and call to action button bring the offer home.
The form and button text must bring the offer home. We really don’t need to tell anyone to fill out a form. If we had to, then how good of an IT customer would the really be?
We could start the form with a call to action like, “Request your free consultation now.”
Copyhackers Joanna Wiebe has tested button text and recommends that it match the headline. So, we might rewrite the button to say, “Have a Consultant Contact Me.”
The form fields you choose will affect the number of conversions as well as the quality of your requests.
ManhattanTechSupport.com asks for “Company Size.” Why are they asking this? If it’s a qualifying question then are there some companies that won’t get called? Will I get an email that says, “Sorry, you’re too small for us”?
On the flip side, small companies may be reluctant to answer this question and may decide not to take the offer. This could mean higher quality prospects. It could also chase away visitors who aren’t really committed.
Your Landing Page in a Paragraph
The story of our landing page should be straight forward. For ManhattanTechSupport.com, it could read:
That’s a pretty compelling offer, if I do say so myself.
A Few Bonus Tips
Here are a few bonus tips for this page.
I recommend that you limit the “knock-out” text, or light text on a dark background. Those of us over 40 with failing eyes will have more trouble focusing on and reading this text.
If you want people to pick up the phone and call, give them the number in the headline and at the top of the form. For ManhattanTechSupport.com, we’d use a headline like, “Call to speak to an experienced managed IT consultant. 646-762-7649.” The form headline would read, “For immediate answers, call 646-762-7649, or we’ll use this form to request a call within one business day.”
To solicit calls, don’t put the number off to the side.
Use steps and bullets. Don’t be afraid to let visitors know they are going to get a sales pitch.
The ManhattanTechSupport.com page may offer this guidance:
Focused Landing Pages are Easier to Write
I hope that this column has taken some of the burden out creating landing pages for you. When you focus on the promise, the page gets much easier to write. With a reasonable design and the right traffic, you should have a high-converting landing page.
Share your landing page with us here and let us know what your questions are.
Communicate More Creatively with Analytics
Conversion Marketing StrategyPeople sometimes confuse us with robot-like scientists, being lead by data and caring little for the creative side of marketing.
Nothing could be further from the truth.
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I like to think that we can be more creative because we add a rigor to our creativity that allows us to try riskier things. If we have some data that says risky might work, we have a methodology through which we can confirm it’s effectiveness with a high level of confidence.
We backstop our creative with data, and this gives us a freedom that few designers and writers have.
In my new column Enhance Your Creativity Through Analytics I show you how we find data to backup or disavow our creative efforts.
Listen here or read it online.
21 Quick and Easy CRO Copywriting Hacks
Keep these proven copywriting hacks in mind to make your copy convert.
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Rand Fishkin Cracks the SEO Code in 2015
Conversion OptimizationAs former head of Moz.com, Rand Fishkin is a guy who knows his stuff when it comes to SEO and search marketing in general. I had the pleasure of meeting and hearing him speak at Business of Software USA in Boston.
And I took notes.
I captured a live instagraph infographic for you since you couldn’t make it. You can download Rand’s slides.
Key Takeaways
“Google doesn’t want to count links that you can build.”
“Build relationships, not links.”
“Aim for resource pages and blog rolls.”
“Buy exposure that leads to links-Tabula, Outbrain, etc.”
“Do PR”
Share Socially
Tweets do affect rankings, but cause and effect are not clear.
Google+ your content. It will rank higher for your G+ network.
Content Marketing
If you’re in the bottom 15% of publishers, focus on quality over quantity.
CLICK TO ENLARGE
The Formula That Makes LeadPages A Lead Generation Force
Lead GenerationIn this webinar Brian Massey sits with Tim Page, Conversion Educator At LeadPages who discusses the success of LeadPages and how the company processes over 3 million email optins each month.
It’s no surprise that after 12 years testing and implementing sales marketing psychology, Tim’s team created one of the most effective, lead generation tools available that grew their company from zero to 15 thousand paying customers in a year.
After watching this webinar you’ll learn:
Click here to watch this Free Webinar with Brian Massey and Tim Paige.
Grow Your Email List With These Recommended Tools
Lead GenerationHow do you grow your email list quickly and effectively? Do you advertise on social media, use special list building software, or do you pray to the lead generation gods for better, quality leads?
How many tools do you really need to list build? Maybe a dozen?
60 online marketing experts were asked a simple question: “If you could only choose 3 tools to grow your email list, which 3 would you choose?”
At Conversion Sciences, we like to break down our list building strategy into three parts: content, destination, and calls to action.
We use the Content Cascade for transcribing webinars for a month’s worth of quality content. Hootsuite helps us share that content over time on social media. WordPress plugins help funnel the type of traffic we get from social media. We also recommend building a separate site for phone visitors. Finally, we’ve built a conversion mini course on our website and use CommerceScience.com to significantly grow our subscribers.
Here are just a few of the top tools recommended by 60 Marketing Experts in a poll by RobbieRichards.com
Read the Robbie Richards Blog for more of the best tools for list building.
How Homeaway Shifted to a Testing Culture [INFOGRAPHIC]
CRO Tests | Multivariate | AB TestingTeam, tech, process and scale: these are the primary components shared by Tania Shershin of Homeaway at the Which Test Won Live Event in Austin, Texas.
We captured the high-points of her presentation live in this instagraph infographic.
If you want to create a culture of testing in your organization, here is a roadmap to success.
Click to Enlarge
21 Quick and Easy CRO Copywriting Hacks
Keep these proven copywriting hacks in mind to make your copy convert.
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10 Customer-Delighting eCommerce Checkout Usability Techniques
Ecommerce CROThere are many good reasons for shopping online rather than in person. But, even for those who regularly navigate the pitfalls of the Internet rather than the crowds at the malls, there are some frustrations that send customers screaming into another room, vowing to never again push the “Proceed to Checkout” button.
Well, maybe not really, but there are frustrations for online buyers that are better avoided if your intent is to maintain a healthy conversion rate. Statistics show that online shopping carts are often abandoned. Frequently cited complaints from regular shoppers include the following:
If you suspect that your conversion rate should be higher, but you are unsure how to boost your sales figures, there are some relatively simple strategies you can try.
Logical and not surprising, right? Other findings, however, were a bit surprising. Two-fifths of the sites asked for validation of addresses, half requested the same information twice or more, and even the top 100 sites violate eCommerce checkout usability techniques and guidelines about one-third of the time.
So, what’s a customer to do? Mutter a few angry words and flee the site seem to be common reactions.
“Keep It Simple” tops all eCommerce Checkout Usability Techniques
The KISS principle was a catchword for all sorts of business advice back in pre-Internet days, but it applies very well to online checkout. Your customers are busy people, and they want to run into your virtual store and be on to other pursuits in a minimum amount of time. It’s your merchant responsibility to help them do that. Your return? Their money and their eternal gratitude. And, likely, return visits!
Consider the following improvements to your site and your checkout procedures if your conversion rate is slipping. Monitor the results, and see what works for you. Think like your busy customers, and seek to make checkout as simple, as user-friendly, and as efficient as it should be.
The Effect of Language
A key skill most face-to-face salespeople have to master is “asking for the sale.” The way you direct your customers through your checkout process can make a difference.
Consider a Single-Page Checkout for your eCommerce Site
A single page checkout may seem more complicated than breaking it down into several steps and pages. However, this simple move into a single page checkout may improve purchases greatly. UX Magazine reported that a French e-commerce site changed from a multi-page checkout to a single page checkout and conversions increased by 67%!
An example of a one page checkout.
Provide Several Payment Options
The kinds of payment available will depend on the price of your product line and your buyer profile. But offering choices is good and is likely to increase your customer base. So consider them carefully. Having options for credit cards and services similar to PayPal, for example offer the user more diverse payment options.
The key here is to let your visitors pay in the way they trust most= by offering payment choices. eCommerce checkout usability techniques.
Make it Easy for First-time Buyers and for One-time Buyers
While requiring an account in order to purchase makes sense from your side of the fence, it can be an unnecessary bother for the customer who simply wants to order an item and move on. If you require a lengthy account set-up, you may lose a quick sale, whereas from a quick sale there is a good possibility that you might gain a repeat customer.
After issuing the sales confirmation, ask if the customer would like to open an account, you will be surprised how often the answer is yes at that point. After all, they are already invested into your company if they feel that the level of service that they have received is good and timely, this increases dramatically.
Keep buyers on your site, and be consistent with your branding
If you direct customers away from your site in order to register check out or complete the payment procedure, you may lose them. Just don’t do it!
Third-party shopping carts can make a visitor feel like they’re getting scammed. They often suffer from limited customizability as well.
Only Request Essential Information
Don’t raise suspicions by asking for anything that is unrelated to this specific sale. You can collect background information at another time, in another place — or not. But, the business at hand is completing a transaction, and anything that distracts from that goal has no place on the checkout page.
Instill Trust
Gain your customer’s confidence by having an SSL Certificate; reassure your buyers that you do not share any personal information, and comply with the standards of the PCI Security Standards Council. Display your security badges proudly on your site.
Improve Site speed
Make sure your site is up to date, that the loading speed is fast and that operation is efficient. A savvy online buyer with money to spend will not tolerate wait time.
Even boutique sellers should have state-of-the-art Internet connectivity and be lightning-fast (as much as possible) around the world. It is a shrinking globe after all, and e-commerce is global.
The checkout page should be as attractive and as well-designed as the rest of your website.
Ask for Needed Information only Once
If your site requires a second set of address details for ‘Billing Address’ on your checkout form for example, auto-fill the form to save the customer time and effort.
You will gain a loyal fan base by making the procedure so unexpectedly efficient.
Try Free Shipping
Try free shipping to lower shopping cart abandonment.
This seems to be the best catalyst for increasing sales. It is, from all reports, more of an incentive to a buyer than special offers, price reductions or “bundling” offers. If you can’t offer free shipping to everyone all the time, try it on a limited basis. And always be upfront about your shipping charges: Don’t spring those charges only on the checkout page.
Finally, take a lesson from the old-timers: Ask for the sale. Issue a clear call to action on your website in the product descriptions or on an appropriate page. Take a lesson from sites like Amazon. Be unambiguous with buttons such as “Add to Basket,” “Continue Shopping,” or “Checkout Now.” For the success of your business, learn how to simplify your checkouts.
Author Bio: Owen Sondergaard is an avid blogger and data enthusiast. Owen writes for CAMO Software who provides multivariate analysis software solutions.
29 Marketing Experts Speak Their Mind At One Conference
News & EventsWhy would conferences require their speakers to “behave?” What are show management and show sponsors concerned about? Why do many shows want to review slide decks prior to the show?
You can find out what happens when these protections are removed at the UnGagged Unconvention. Use the discount code SCIENTIST for a reduced rate.
Imagine the irreverent Scott Stratten, ungagged. What will I come up with to break past the “bouncers in your brain?”
For the first time, the world’s top innovative, hard hitting, marketing experts will finally reveal true insights which they’ve been held back from discussing at countless other traditional Digital Marketing & SEO conventions.
UnGagged is raw, real, and there are no limits to what you can learn. And guess what? Unlike other conferences this material will not be recorded or shared elsewhere. You can’t get this conference anywhere else.
Get access to exclusive, unique, uncensored content. Visit UnGagged for a list of event speakers and more info.
Don’t miss out!