Lately, I’ve been receiving a few messages from my readers, asking the same question.
“Fitri” they say, “You seem to know a lot about these high converting websites. Is there any secret to it? What’s the underlying principle?”
The truth is there isn’t any fancy secrets.
I got to know a few underlying marketing principles and tweaked it along the way as I go.
…and I’ll share what I know in this article.
1.Principle #1: Your Website Must Complement Your Sales Process
When I first started, I thought that design was everything.
I told my clients,
“Hey if you get your page designed by me, your business going to explode”
”Customers going to flock all over your business”
Boy was I wrong...After a few failed experiments, I started realizing that there’s more towards just a good design and a well-written copy.
It was this: “Your Landing Page/Website must complement your sales process”
Let me explain what this is.
You see, every business has its own unique way of generating customers. This process is what I call the Sales Process.
- For some, it may be a meeting, where someone has to meet you face to face before they buy
- Or to other business, they book a demo, they try your product out and after a few days, they make a decision
You get the point.
So, the role of your website is to automate any of the processes in your sales process.
Imagine, if you are a real estate broker, your sales process probably look like this:
Now, if you were to build a website, the website’s goal is to just do one thing, take your prospects to the NEXT step.
In this context it will be:
So in this example, it would be a website that allows your prospects to choose which property they wanted to view and they will be able to schedule the appointment with you,
...all without having to go back and forth with you.
Common Mistake: Oftentimes, the business owner end up creating a webpage that changes the overall sales process. And this usually would create a lot of buying resistance from your client.
They are already used to doing business in a certain way with you. So you need to create a website that smoothens that process.
2. Principle #2: A Good Offer
Without a good offer, people will not feel compelled to take action.
So how do you go from having a “So-so offering” to a “Damn, take my money!” website?
Here’s the stuff you need to put on your website:
- Address the problem and the villain
- Tell them about your backstory, your mission, and your philosophical cause
- Show your solution
- Add a risk reversal strategy
- Increase value with bonuses/scarcity etc
I love this example of this website that we created for a client of ours:
So, this client, he runs a service where he provides personal photography services for graduation ceremony.
1.Addressing the problem and the villain
Here, the goal is simple:
We wanted to address the villain in this story, which was the expensive, cutthroat official photographer who charges a bomb for just a simple portrait.
We established the fact that their graduation photos should be more than that, creating a sense of rapport that says,
“Hey I know you’re struggling, I may have a solution for you…”
2. The Backstory
Here, we establish what I call the “Philosophical” cause, which makes people go:
“Hey, you’re right...I deserve this”
When done right, this philosophical cause has the power to influence your audience and get them on your side without them even have to see the pricing of the stuff that you offer
3. Your Solution
Here, we show the available packages because we want the visitors to take action at the bottom of this page. So we created two, easy to choose packages for them.
4. Risk Reversal Strategy
When you’re about to ask for someone’s money, chances are there will be questions/doubts that will start messing up with your audience’s brain.
..They’ll start doubting their decision
….They’ll tell you they need to think about it
…..They seem indecisive
So what do you do when you see this?
You bring out the your risk reversal strategy.
The guarantee, the agreement, or anything that makes doing business with you almost risk-free.
In the context of the earlier website, we use the classic 100% money-back guarantee.
Works like charm!
5. Add Perceived Value/Scarcity
“People will not appreciate things that comes easy”
My friend, how many times you find yourself at your favorite store buying something because you know that there’s a LIMITED TIME offer?
All the time right?
So you need to show some element of scarcity on your website.
- Make it a limited time offer (and REALLY mean it)
- Create a timer and tell your visitors it’s now or never
- Retarget them with your FOMO ad, reminding them that they’re going to lose out
And watch how they’ll flock to your shop and buy!
3. Principle #3: Social Proof
Another big one here.
On your website, there must be proof that other people have benefitted from your service.
You can include photos/videos of:
- Happy clients
- End products
This way, your website visitors will not think that you’re just making bogus claims!
4. Principle #4: Fast Loading Time
This goes without saying.
Your website has to load under 5 seconds otherwise you risk of losing a lot of people
A great tool to use is GTMetrix. Put your URL in the search box and let the tool do its magic.
If your site takes more than 5 seconds to load, you’re in trouble and you need to contact me for that.
5. Principle #5: Clear Call To Action
Let’s face it, we are all lazy. They want to just be able to read one or two-lines and click just one button.
We don’t want to click multiple buttons just to get to one thing
We don’t want to fill up 30 different forms to just get that one thing.
We want things instant and fast.
And on your website, you do that by having a Clear Call to Action Buttons.
When I say clear, I mean this:
1. Direct: I’m not talking about the “Learn More”, “Discover”, “Scroll Down” button.
2. Contrasting: People just instinctively know which button to click.
Just take a look at these websites below:
Call to action: TRY 30 DAYS FREE
Call to action: TRY FREE FOR 30 DAYS
Also, do you realize how obvious the buttons are?
Those are the same thing that you want to do on your website.
Want to know whether you have a high converting website? Request a FREE audit.
Have us go through your website and show you how we would tweak it into a high converting ones using the principles that you have just read, Click here to request for your audit.
This article by FixColab, a software development agency, based in Kuala Lumpur, Malaysia, provides all of the information readers should be aware of website conversion.