You’re getting a considerable amount of traffic on your website, but unless someone clicks on a call-to-action on a web page, your work is not done.
A typical internet user spends almost half his day browsing through miscellaneous websites of different businesses and the various social media platforms. Do you really think they can remember all that they consumed?
The truth is, their attention span is barely a minute. They get distracted by just any ‘interesting’ thing they stumble upon.
So how do you ensure that a visitor doesn’t leave without converting in some way or the other, from your website?
In this post, we’re going to take a look at some of the conversion and psychological tactics that are used by high converting websites:
1. Tapping into emotional triggers
People relate only with things that have some importance in their day-to-day lives or add some sort of value to it. Tapping into emotions of a website visitor is like stimulating him into taking an action in the direction you want him to.
But for doing this, you need to understand your target audience well and then further segment them based on their needs. Creating custom value propositions and personalized campaigns for each segments increases the chances of conversions.
For instance, if your website offers health services – there are going to be those who are looking at weight loss tips and diets, and some who could be looking for beauty products. In this case, creating separate campaigns for both the segments is a wiser choice. Target the one who wants to lose weight with a campaign that offers him a diet, and the other with a special discount on beauty products – and voila! You’re going to have a lot of conversions up your sleeve.
2. Using psychological triggers of placement
According to various neuroscience studies, the human brain gets trained at any element that is placed right in the center of something. The same holds true for your website!
Hence, placing your main value proposition and call-to-action at the center of your web page, increases the chances of it getting clicked on. Although, you need to ensure that the CTA button stands out from the rest of the website elements clearly.
Whether you use a specific hierarchy or contrasting colours, to achieve this, make sure that your message and what you need the visitor to do is absolutely clear. If your website offers multiple CTAs, remember to subdue the one you prefer less so that people can focus on the one important to your business goals.
For instance, this website here has its value proposition clearly placed at the center and the CTA is clear of all distractions – didn’t you just end up focussing on it too?
- How to use psychology to get more conversions
- Using psychological triggers to convert leads into customers
3. Personalizing the website experience
Here’s the thing about your website visitors – some of them could are new, some returning, some way ahead in the sales cycle and some that are just starting off. If they are different stages of interaction with your business, why treat them the same way?
Personalize the website experience for different segments of your visitors using machine learning technology. This will help you place those elements that are more likely to nudge him towards a conversion at the right time, with the right message.
For instance, if your business offers a difficult to understand technology, you could start off by offering a personal demo to the first time visitors. And once you give them a demo, you can work on a nurturing campaign via any medium you prefer.
Another example of personalizing a visitor’s experience on your website would be to offer dynamic pricing models as per his need.
4. Retargeting even before the visitor leaves
Sometimes it takes more than once to convince someone to do something. Remember how your mother practically has to scream at least twice before you pick up the clothes from the floor and put them in the laundry bin?
Of course placing CTAs across all the web pages helps, but popups are known to be an effective way of grabbing the visitor’s attention.
Now the thing is, if a visitor leaves your website, chances are that he might never come back again – he has so many other options in the market. And if you try to retarget him too many times while he is on-site, it is going to ruin his experience. Either ways, you’re going to lose conversions.
This is where you need to ditch those conventional popups for exit intent popups. Using Exit Bee you can create personalized retargeting campaigns that target a visitor only when he shows an intent of leaving the website.
You can practically create separate campaigns for different visitors – for instance, based on their number of visits, time spent on the website, previous purchases, etc etc.
For example, if a visitor has been browsing through t-shirts on your website but hasn’t purchased any before moving towards an exit, you could target him with an exit intent popup that recommends similar products that are being popularly sold on your store.
Or if you have a content based website and the reader is leaving without subscribing, you can target him with a campaign that recommends similar reads – keeping him longer on the website and increasing his chances of converting when asked to subscribe to a newsletter.
Exit intent popups are known to increase the conversion rates of websites because they give the businesses and marketers a second chance to convert their visitors. This is your chance to further tailor your value proposition to make it all the more appealing!
Similarly, after they have left your website, you can retarget them with ads on the channels they are most active on. Staying at the top of their mind while they are still interested in what you offer, is a sure shot way of increasing your conversions.
5. Focusing on only one goal at a time
It is important that a business figures what goals are most important for its growth beforehand. Do you need your target audience to join your email list, do you want them to sign up for a free trial, do you need them to contact you or follow you on social media, or purchase a specific product from you? The idea is to give one direction to a campaign landing page.
Giving too many different call-to-actions to your visitors can result in overwhelming them. The more confused they are about what you need them to do, the lesser likely are the chances of them converting. They would simply want to ‘think about it’ or say, ‘not sure’ and go away from your website.
Create a step-by-step path to conversion for your website visitors. You need to be absolutely clear about what you need them to do. For instance, if you’re offering a free trial of a product, ensure that the entire copy on the web page is aimed at convincing or hinting them towards it.
Over to you
Apart from these five principles that the most successful business websites stick to, there is also the colour psychology that brands keep in mind. It is important to understand who your target audience is, what it perceives you as, the image you want to create in front of them, and then strategize your digital presence accordingly.
What other tactics have you observed the highest converting websites in your industry follow?