We know that when it comes to digital marketing, advice is never enough , especially if it comes from case studies and from other experts in the field.
But we are going to go deeper and be more specific than that link above.
Today’s talk is about conversion optimization techniques. Thanks to a horde of serious marketers who are playing the conversion game for a while (like myself), we now have some proven ways of getting people to buy or register in our website faster.
And one more thing before we start.
The techniques here might be controversial for most digital marketers, but they do work very well. All approaches involve psychology behind the conversion technique, which I’ll point out to you so it can be easier to understand things and make your learning process a little bit better.
And since I’m not in the mood of writing a smart and funny intro today, let’s go straight to the content.
#1. MAKE PEOPLE KNOW YOU AND/OR YOUR PRODUCT FIRST
The main point for conversions is not to focus on making a sale. No. Instead, it is about to make people dig you SO BAD that they become those lasting customers first, BEFORE they buy from you.
“That’s impossible Peterson.”
Is not. You might be thinking this because you’re missing the point here.
The key is simple to understand which I point below:
Look, people don’t usually buy as soon as they get to know your brand because, well……they DON’T KNOW YOU NOR YOUR BRAND! A customer will need time to gather enough information, experiences with your company and some positive thoughts about you before deciding to hit the buy button. That’s how people usually works. That’s how I work. Don’t you?
Rand Fishkin from Moz for instance, did a great job by relating that conversion factor even with content marketing in this video below:
Is he lying? Of course not.
For instance, assume you get exposed to a new brand that sell T-shirts in day 1.
On day 2, you see 2 people walking down the street with a T-shirt from that brand.
On day 3, 4 and 5, you don’t have any contact at all with that brand.
On day 6 though, you see an Ad on Youtube about that brand again.
And then there is a GAP that breaks the brand experience once again.
And on day 21, you think about buying a T-shirt and you remember everything you saw.
On day 22, you search for that brand online and see lots of positive comments about them.
On day 23, you do some research and consider the competition.
And on day 25, you finally end up buying a T-shirt from that brand.
Of course, NO ONE would research that much to buy a T-shirt, but you got the point (ok, maybe girls would). So, after that brand starts to get familiar you are much more inclined to do business with them than with any other brand and THAT’S where the conversion actually begins. When you’re choosing them unconsciously over any other company.
This happens because your mind is now hostage of the Law of Familiarity which states:
“Studies have shown that we are all attracted to what is familiar to us, and that repeated exposure to certain people will increase our attraction toward them”
That’s why many businesses offer a 14-day free trial for their products for instance because once you get exposed to what they want you to buy, you’ll likely buy and therefore, convert more due to this psychology rule.
Ok? Easy to understand right?
Great, now let’s continue.
#2. MAKE PEOPLE CURIOUS
Another conversion optimization technique is based around Curiosity. This is one of the most poweful mental triggers that can make people buy, especially because of the factor “NEW” which is also one of the main words that increase conversions in Copywriting. It’s all related inside your head.
Because when you want to find out more about a subject it is natural to go after the answers. Natural. People tend to seek for answers more than for a solution to a problem, it is amazing how the human mind works…
With that in mind, is easier to understand the next step of your strategy for your online business right?
Here, let me whisper it for you:
(Ok, sorry. I did not actually whispered that).
So, if you implement curiosity in your marketing strategy, you can be sure you’ll grow your business A LOT, because besides Jeremy Smith explanations about the relationship of curiosity with conversions, science is here too to make you see that we are truly emotional-driven animals who spend money just to satisfy our unaswered questions:
See? That’s why whenever you are promoting your brand or a product, you can get faster results if you sell it making people WANT more of what you are saying. Promise. Since we all want to be special, smarter, faster and sexier, whenever we find a certain “secret” or a legal advantage against others in a certain subject, we will want to know more about it. But the CURIOUS thing (aha!) here is this:
So yes, we all prefer to satisfy our curiosity instead of caring about the results behind the answers we were given. That’s how many Top marketers do sales. They sell a whole chunk of curiosity along with their products and services because if they hook you, you’ll convert.
Take Neil Patel’s landing page for instance:
Now, let’s analyze what we are really seeing here, so answer me this:
- what is this “1-Critical Factor” he’s promoting? “No.”
- how to create marketing campaigns that sell like crazy? “Hmmmm…..no.”
- what is that almost-a-secret client acquisition & scalation process? “Sorry…”
What did you learn about this?
Easy. That your brain will have the following conclusion when it reads this kind of landing page:
Of course it has to appeal to your target audience in order to generate sales, but once you are talking to the right people, using this approach will increase conversions a lot because every person that has interest on the subject you’re saying want to know everything about it, so why wouldn’t they want to know the secrets that are missing to be called experts?
People want to know the missing pieces and they’ll pay for it.
OK! Can I move on to the next step or you need further explanations?
Thanks. Let’s move on then…
#3. SELL A LIFE-CHANGING COMMITMENT TO PEOPLE
People need &mdash, and want — especial attention to be truly happy and one of the unusual (but) VERY effective ways to optimize conversions is to explore that neediness.
And we can do that by selling a COMMITMENT to people. A way of showing to people that YOU will be on their side every single day, taking care of them and paying attention to the results, in order to maximize the benefit you’re selling. This works a lot for businesses nowadays because we are living in an Era where people don’t trust Marketing anymore.
Like Dave Kurlan from OMGHUB posted on his article:
But why is that? As he says, there are at least 10 factors that explain this:
- 1. more competition for less business
- 2. more difficult to reach decision makers
- 3. prospects are much more educated when they meet with salespeople
- 4. selling has become more sophisticated but salespeople have not kept up
- 5. there is more resistance than ever before
- 6. prospects are generally more skeptical
- 7. prospects are placing more pressure on price
- 8. companies are pressuring salespeople to sell value
- 9. there is more pressure to perform without effective coaching to support it
- 10. thanks to the financial crysis, there is less money available to spend
Ok, so what’s the MEDICINE against all those problems?
And how do you do that?
Simple. Just deliver hard, solid commitment when you are selling yourself and/or your brand.
For example, if you present your services in an approach like this:
“I’ll go knock in every single one of your customers’ doors and make them buy from you and I personally guarantee the results you want”
Then, people will probably trust you much more because, at the same time, you are putting your own reputation at stake which means you have something to lose too. And if you got something to lose, it also means that you won’t WANT to lose which will translate into hard work to save your own skin!
Which in the end turns into T-R-U-S-T for the customers (since we all know nobody likes to lose).
This is a very good approach if you have total confidence in your skills or your product.
Test it with yourself. Go BUY something and see what happens.
Ok, a few ways to use that approach is by at least writing this type of copy:
- “Although we work with 90-days contracts, I’m determined to make your business grow within 23 days or else I’ll return 30% of your payment for you”
- “We only work with 2 clients per semester because only by doing that we can fine-tune every aspect of your business that involves digital marketing. But we guarantee success. Every time.”
- “We will work together to make your business proposition change into something unique for your customers. We will do meetings and calls on skype together to evaluate every big strategy and we will check every result. That’s how we work. Always together. We are always determined to provide business growth.”
Got it? Make a commitment and put your own ass on the line so people can feel safe.
With that strategy, you’ll get much more conversions because people are buying results from you as well. Don’t fool yourself thinking they will see you as a friend.
Make a strong and courageous commitment, stick to it and promise to solve the client’s problem no matter what happens and you’ll remove the burden of insecurity that clients usually have about the quality of your work.
But when people make bold claims and guarantee something really awesome, there’s no blocking.
Just don’t forget to guarantee what you are promising them, ok?
#4. MAKE PEOPLE LEARN SOMETHING FIRST
Now THIS is controversial and very unusual in the marketing world. Making people learn something first in order to give them a chance to buy from you is actually a psychological blow on the head of the customer. You’re striking mainly with psychology here.
The secret behind this lies basically on this rule:
That’s how we think.
Your brain will understand that you want something badly if you are doing “homework” and it will strengthen the need of the product in your mind just because you have invested actual time of your life learning something first, in order to get the prize later.
The more time you invest into something, the more likely it is for you to care. Your brain will make you believe you need to exchange the prize for that amount of time invested. It’s a trade. A fair trade.
And this is reality too don’t be mistaken. For example, have you heard of people giving up on something when they are SO CLOSE of getting what they want? People don’t give up on college when they are only 2 months from graduation do they?
Of course not.
This is the exact same approach.
You are involving the customer into a new realm, into an adventure where he has a mission and something to work hard for, and that something is the product.
You can make people learn about a subject first in order for them to HAVE A CHANCE to buy from you. And since no one likes to lose and want to feel special, they won’t throw the towel and see all that time invested as “wasted time”. No. They will rather lose money instead but get the prize for that journey.
But ok, you won’t give people lots of things to study right, Peterson?
No, not a lot, but some tiny things to study. Micro-investments of their time. Pieces of information that can show them you are the authority here and they are lucking to be doing this with you.
And a few ways to do this is to:
- make people watch a video first about the basics, provide useful knowledge with it, teach them and make them see you as an authority when you go deeper on tha subject (works more with investments niche and other content-based services)
- make people read the basics of your product so you can prove to people that your solution won’t cheat them when they buy from you (give knowledge to prove you are not deceiving them, which builds trust)
Now, just pick the right channel and take action.
You can do this technique through email marketing, membership free-trial area on your website, e-books etc. Your choice. And remember that the longer you make people invest time, the greater will be the conversion rate.
#5. MAKE PEOPLE ANSWER A QUIZ
Questionaries? Seriously? Relax. The goal here is to fine-tune (if possible) the product for the customer OR create a quiz where the customer himself is interested on the answers (like personality tests). You can use both ways to increase conversions. The only thing you must do is to make things clear for the client of what you will be taking from them (money, email etc) and once you do that, you’re free to play.
For instance, let’s take the fine-tune approach.
Suppose I build and offer you a specific solution based on the answers you gave me and present it to you really fast, in a way that covers every spot you were worried that can all be extracted from your answers.
How will that make you feel?
Incredibly well! Just because of my precision in taking care of your problem.
This approach will be compelling to you because my offer will be based on YOUR answers.
But this works too mostly because of one psychological factor: You’ll feel you have SAVED TIME.
If you can skip calls and meetings to determine the budget for the client with just a quiz, without having to go through that entire repetitive process that uses the same boring questions your competitors ask them to present their own budget, then it will be much easier for clients to convert. Why? Because besides the fact that you are narrowing down things right away for your client, you’re also caring about their time and preventing them to waste it doing the same things over and over.
You care about saving each other’s time and at the same time it shows him that you are a strategic thinker. That’s why this conversion technique also works a lot.
Just pay attention and make things right so this don’t backfire.
Did not understand that last sentence? Here: Don’t use a big quiz.
Always try to respect these rules below on your questionaries for a customer:
- use 5 questions
- use images
- use only 3 answers per questions
You must gather the necessary answers but at the same time you must be very objective. Direct. Don’t take too much time — that’s why the 5 questions with 3 options — from the customer and try to use creativity so you can make people stay on the quiz, because after the 3rd question people WILL want to leave, thinking they will have to face 40 questions.
Which is why you need to use this below to prevent people from leaving:
A progress bar.
The progress bar will prevent them to think they’ll waste more than 5 minutes with your questions, which will be enough to capture what you want without losing in conversion numbers. So keep that rule in mind and whenever possible, use a progress bar.
YOU NEED TO UNDERSTAND HOW PEOPLE WORK
That’s the main point here. If you know how to deal with people you are much more ahead than your competitors because business is all about people. Everything is about people if you stop to think about it. Understand them and your conversions will hit the roof my friend. Guaranteed.