1) Build Trust, part 1—Site Seals
You could have the best product or service in the world. However, if you haven’t built sufficient trust with your leads, you won’t be optimizing your website’s conversion rate.
Let’s use a metaphor to illustrate. You’ve probably walked past a hole-in-the-wall restaurant before. You might’ve even dined in one. However, you also might’ve have had reservations about making reservations due to its less than appealing appearance. What would’ve made you feel more at ease? Probably an inspection report certificate to signify safety. And also something to signify credibility, such as a yelp or TripAdvisor sticker.
Well, this same principle applies to your website. You can affix your site with both business and security seals to provide your leads with the reassurances (trust) they need. The graphic below displays some of the most commonly-used seals:
(image via monetizepros)
Also, “https” is an essential feature for e-commerce and transactional businesses and their websites. Sites without https can often trigger an unsafe/suspicious/malicious site alert. This is a movement Google has helped push by marking more non-https sites as “not secure.” Seeing such an alert could scare away your potential customers for good.
2) Build Trust, part 2—Testimonials/Social Proof
Let’s go back to our hole-in-the-wall restaurant. We’ll presume they have the inspection safety certificate and rating website logos. And that they’ve plastered them in plain view for everyone to see. There’s probably something else keeping them in business and potentially helping them thrive too. And that’s testimonials/social proof.
A study by Animoto revealed that the majority of consumers find customer testimonials to be helpful.
So at the very minimum, you should utilize any testimonials you’ve received from your previous and current customers. However, we’re not here to recommend just the bare minimum to you, so let’s dive deeper.
Some sites show “anonymous” testimonials, in that there are no names attached to any of them. Including your customers’ (full) name provides an added layer of credibility.
It’s always nice to put a face to a name. So including pictures with your customer testimonials provides even more credibility. For instance, Signal v. Noise did some A/B testing for a site called Highrise to increase signups. The new design they tested prominently featured a testimonial with the person’s picture.
(image via Signal v. Noise)
Finally, to establish the highest level of trust and credibility with your leads, video testimonials are your best bet. It’s no secret that we as humans resonate more with video than text or even images. To quantify this dramatic difference, here are some eye-catching statistics on the power of video:
- Visuals are processed 60,000 times faster than text, which is beneficial because 90% of information is visually transmitted
- People retain 95% of a message if they watched it via video; only 10% if via text
- Users spend 88% more time on websites that use video
- Companies that do content marketing with video achieve a 66% higher conversion rate
Although videos also require the most effort, the statistics show that the returns are definitely worth it.
(A friendly FYI—you should, of course, obtain your customers’ consent to use their testimonial, name, likeness, etc.)
3) Improve Your CTAs
Unless your website is in its earliest stages of development, you probably have several CTAs throughout your site already. But are they working as well as they could be?
Many different factors can affect the performance of your CTAs. It could be the design, such as size, colour, and placement; or, it could be the copy itself. You might be surprised at the differences seemingly small things like these can make in terms of results.
For a deep dive into CTA best practices that will increase your conversion, read our free guide, the ABCs of CTAs.
4) Personalize Your Website
Here’s another food analogy for you. To paraphrase the famous saying, “you could be the sweetest peach in the world, but there will still be someone out there who doesn’t like peaches.” This applies to websites too—there’s no single website design that can cater to everyone at the same time.
(image via happylane)
So why not personalize your site for all your different audiences? It only makes sense that if you show people content that’s relevant to them, they’ll be more likely to convert.
A study by Wunderman, which they coined “Wantedness,” further proved this point. Their premise is that simply selling is no longer enough. Companies have to prove to their customers that they want them and at every step of their journey. One of their findings was that 79% of US customers would only “consider brands that show they understand and care about them.”
As such, you should personalize your website for all your visitors as opposed to using the same generic page. You should do this for each stage of the customer journey. Create a different look for first-time visitors, leads and customers. It’s a small gesture that can yield big returns.
5) A/B Test
A/B testing is an ongoing initiative that you should always be working on because there’s always something that you can improve. It could be some subtle tweaks such as changing CTA colour and copy. Or it could be a large scale initiative such as overhauling your entire website.
No matter which path your next project takes you on, website personalization is sure to be along for the ride, since it goes hand in hand with A/B testing.
For example, the image below personalizes the website’s title to change depending on the person browsing it:
(image via happylane)
- Lead (Rent Your First Van)
- Returning Customer (Go On Another Adventure)
- First-Time Visitor (Easy & Fun To Drive)
They could then A/B test variations of each one to determine which ones work the best. This pinpoint targeting will be sure to increase their website’s conversion rate.
If you were intrigued by this example, feel free to try it out on your own website with happylane. Our easy-to-use editor enables you seamlessly swap images, titles, text and even CTAs. Then, our built-in analytics will take your testing to the next level. It provides key data such as what your visitors clicked on the most, where they came from and how they got there.
P.S. happylane is absolutely Free to use—no credit card required—so you can start converting more right now.