CRO Tip #5: Communicate your value clearly by addressing all your customer objections
It’s copywriting 101.
People care only about themselves…
If your value proposition doesn’t provide a unique and compelling reason to buy from you, then your prospects won’t shy in abandoning your brand.
For example, the hot dog cart store website fails to deliver a persuasive value statement to its audience.
The hot dog cart example is a typical “features vs. benefits” mistake.
You cannot expect to sell your product with pure facts about the awesomeness of your product. It’s boring for the customer. Rather, tell your audience the benefits of your product and help them visualize the positive changes it will bring in their lives.
Here’s a table by eZanga that differentiates these two kinds of messaging.
Ideally, you also want to address all your customer objections even before they express them.
How can you take a field trip inside your customer’s mind for finding their objections and the value benefits you add to their lives?
- Goals and challenges of your customer,
- Age, Salary, Location and other demographic information,
- The employing company and their title details,
- Primary values, fears and common objections of the customer.
Here’s an example persona by Buffer.
Once you’ve created a persona, I recommend you assign a name and face to it (like Buffer did above).
Now when you write copy for sales pages on your website – imagine talking to this customer one-to-one.
This exercise will help you in crafting magnetic copy that flows seamlessly and in a language that appeals to the customer.
Generally customers are most concerned about these aspects in a product:
- if the product adds any value,
- its pricing,
- credibility of the product and brand,
- if the product will work for the customer’s unique situations.
There’s another thinking framework that might help you in identifying your customers’ needs, wants, and desires. Which will help in crafting a clear and persuasive value proposition.
You need to think of where your customer is at in the sales funnel.
And I am not talking of the traditional Awareness, Consideration and Conversion parameters.
You need to look at the funnel from your prospect’s eyes.
The customer mindset changes as he gets through the funnel. And so should your marketing messaging. Here’s a simple 2-step exercise to help you address the right objections through your copy:
1. Allocate every marketing activity you pursue on your website to a stage in your conversion funnel. Maybe content marketing is both a top of the funnel and middle of the funnel activity for you.
2. Now try to answer relevant questions for the prospects based on their stage in the funnel.
How do you know the exact concerns of your customers as they move through the funnel?
Fall back to creating customer personas.
If your marketing activities are tied to different kinds of customers, then why not refine them to make them more targeted with multiple personas?
It can also be a great way of extracting maximum juice from your content marketing efforts.
Just repurpose a piece of content to reach customers in all the stages of your funnel. Here’s an example by HubSpot showing how they repurposed one piece of their content into 9.
You can also consider testing your assumptions about the customer by actually surveying them on your website. Qualaroo is one such tool for deriving qualitative insights.
How much difference can rephrasing your copy in your advertising (as per customer preferences) make to your conversions?
Loft Resume overhauled their landing page as per customer insights to communicate their benefits.
The result was 64.8% increase in purchases.
CRO Tip #6: Urge the prospect to take action right away with special offers
What happens when a prospective customer puts off buying your product?
In all probability, they don’t come back to it.
So it’s important for you to create an urgency around buying your product.
Why does creating such an urgency and scarcity work?
Because people value limited and exclusive products highly.
One brilliant way of ensuring that your customers act is by showing labels like ‘sold out’ and how many pieces are available.
You can also offer special discount coupons, show the number of people viewing a particular product listing on your website, and how many have bought it recently.
In the screenshot below, look at the elements of urgency used by Booking.com.
Urgency and Scarcity are a lethal combo used by marketers to increase sales. Amazon shows such time-based cues on all its listings for persuading shoppers.
Another great strategy that many businesses leverage to sell their digital products is offering relevant free bonuses to the initial buyers.
Bryan Harris recently launched Slingshot to his audience and here are the 3 bonuses he promised to the people that buy within the first 24 hours. Note that you’ll need to associate a specific monetary value with your free products to ensure they are taken seriously.
Marcus Taylor tested urgency on his landing page by detailing how many packages have been bought.
Here’s the control.
And here’s the second variation.
Marcus tripled his conversions – going from 3.5% to 10%.
It’s better to remain authentic when creating urgency. Faking it can harm your brand image.
If you don’t find explicit urgency creation opportunities, then you can imply urgency with simple words like ‘now’ and ‘today’.
For instance, MusicLawContracts.com saw a 147% increase in conversions by adding the word ‘now’ to their existing CTA copy ‘download this contract.’
If you’re on WordPress, then you can consider using the Thrive Ultimatum plugin for scarcity marketing.
CRO Tip #7: Personalize your message and make it contextually relevant to your audience
Do you know that 56% of customers are more likely to buy with a personalized experience?
Further, 74% of online consumers are fed up of getting served irrelevant ads, content and promotions that do not appeal to their interests.
Your products need to be served in a special environment based on the past behaviour of the visitor. This will impress the prospect and make him feel at home. It will also open doors to a long-term and loyal relationship.
Remember how I emphasize creating multiple personas to serve audiences at different stages of the funnel in tip #5?
Here are 3 more examples showing how you can customize your marketing messages to increase your sales.
1. In the email below, Bronto targets North Carolina shoppers to “Make the most of every dollar during North Carolina Tax-Free Shopping Days.”
This is a great example of location-based segmentation to reach your customers at a time they are most likely to buy.
2. If you have an international audience, then you can also geo-target visitors from different parts of the world.
Rock band Paramore shows different versions of its website to visitors based on their country.
Here’s how it looks to a US visitor:
And here’s its appearance in the UK.
Finally, here’s how the website looks in Estonia.
3. You can also run remarketing ads targeting the prospects that dropped halfway through the checkout for your products.
They are extremely powerful in lifting conversions due to the mere exposure that your brand gets.
Larry Kim claims that the conversion rates for remarketing ads increase with more impressions.
Larry recommends running remarketing ads on Facebook and Twitter that meet the following 3 criteria.
CRO Tip #8: Experiment with integrating videos with your offer and providing live chat
You should consider adding a video for your product. It hooks the prospect as soon as they land on your sales page and gives you an opportunity to show the usefulness of your product.
ClickFunnels show the correct way of using videos on their homepage with a quirky video dialogue between real people.
Neil Patel has used explanatory videos at CrazyEgg to increase his monthly revenue by $21,000.
It’s easy to leverage videos incorrectly, though. Jennifer Pepper has compiled 5 things that you must do before you use video on your landing pages.
Similarly, you can also experiment with integrating live chat on your website. It has been proven to give the highest satisfaction levels since customers get the answer to their questions in real-time.
Further, 63% of customers are more likely to return to a website that has live chat as compared to one that doesn’t.
It’s important to trigger the live chat at the right time when the customer doesn’t get disturbed.
Blue Soda Promo customer support agents initiate a chat with a customer based on:
- How long the customer has been on a page, and
- The pages the user has visited.
For Blue Soda Promo – 60% of live chats lead to sales.
Similarly, Sam’s furniture leverages the powerful analytics based software Live Person to determine candidates for a live chat.
And Sam’s furniture website has seen $50,000 in sales consistently from month-to-month through the live chat.
Conversion Optimization is a complex process without any proven methods that work. It’s an iterative process that constantly requires hypothesizing about your customer preferences, then testing, learning, forgetting and testing again.
It’s a cycle and a backbone of successful companies. Ramit Sethi mentions that I Will Teach You to Be Rich has 20 tests running at any given time.
In the article, I provided you with 10 actionable tips with case studies that serve as good starting points for conversion optimization of your website. But don’t expect magical 100% lifts in your bottom line.
Be ready to see even a negative lift in your conversion rates. The goal is to look closely at your results, then analyze and take in insights.Go with an open mindset of learning about your target audience in-depth. It’s possible to turn even a 24% loss into a 141% increase in conversions.
Happy conversion leak fixing!
Are there any other conversion optimization tips that you would like to add to the article? Have you implemented any of these tactics successfully – or even unsuccessfully? Let me know in the comments below.