Lead conversion is probably one of your biggest and most time-consuming tasks. You’ve got mounds of data from your A/B testing and you’ve analyzed your heat maps and click tracking results – yet you still don’t have your leads converting to sales. Don’t worry, it’s common. In fact, more than 95% of the traffic to your site walks in and walks out without buying or subscribing or doing anything else. Why? It’s all in their head. Find out how to get people to say “yes” to what you’re offering with these psychological triggers.
We all enjoy interacting with sites that inspire us or truly let their personality shine. Brands like Chubbies that really put their personality into their website and social media, create a connection with their customer base. It’s also why brands hire celebrity spokespeople. How do you go about bringing likeability into your brand? Tell your story. Allow customers to get to know the real you and how your company began. Also, use models that everyday people can relate to; it’s best if your models look like your customer base.
Utilize Social Proof
Social proof is closely tied to liking. People are social creatures and unsure of themselves and their decisions. They prefer to go along with the flow and see what other people said about a service or product or company. It’s why online reviews are so popular. How do you incorporate this into your business? Add testimonials to your site or a place for customers to leave reviews. Include a ticker on your site that says, “John S. in Arizona just subscribed to our Platinum Package.” You might also include numbers in your social media ad posts. A post touting “11,327 subscribers and counting” is a great way to get people’s attention with social proof.
Are you offering a coaching class, selling video courses, or selling an eBook? If you are, just think about a question that your class or eBook answers, and ask it. If you’re selling a way to generate sales leads, you could ask, “Do you know the #1 reason you’re missing out on sales? Find out 7 mistakes you’re probably making in my masterclass on generating sales leads.” You can also stir up your customers’ curiosity is to give them a taste of what they’ll find in your eBook or class. Another way to pique curiosity; end your emails on a cliffhanger. You can simply state something like, “Find out how my team doubled conversions in 3 months in my eBook.”
There’s nothing like missing out on a sale you didn’t know about, it’s worse when you did know about it. When sellers offer limited time only or only open a specific number of slots, like “Open to the first 25 customers,” they create a sense of urgency. People are afraid they will miss out on a great deal and buy accordingly. It can be a coupon, a grand opening sale, a holiday sale, or early bird offers. Whatever the deal, be sure to make it limited in some way.
Address Customer Concerns
Your potential customer probably has a list of reasons they haven’t purchased your product yet. Price, whether too low or too high, can be a concern. Tell your customers why you want to make your product or service so affordable. If you’ve priced your product high, explain why. For example, “We’ve priced our Master Marketing Class for serious business owners that want to uplevel their sales!” You can also justify your price by outlining what it would cost if they hired someone to create the same product. Another good tactic is to compare the price to something they regularly purchase, like a cup of coffee. Some customers may not have confidence that your product will follow through with its’ promises. In these cases, offering a money back guarantee will boost your customers’ confidence in your product. You will need to take a look at your product to specifically pinpoint any other objections your customers’ may have.
Offer Customers Consistency & Commitment
Being consistent and keeping commitments is key to customers doing the same. If you’ve promised a free e-book, and don’t follow through, customers will be less likely to be consistent and make commitments or sales with you. Do you have a blog or newsletter? How many times a month did you say you’d send out content? If it’s once a week and you don’t follow through, will your customers be likely to sign up for training? Find a commitment that you can stick with and stay consistent.
Customers also want to be consistent and to commit. Have you seen the giveaways on social media? Customers are urged to share the post, like the page, and comment on the post in order to be entered into a raffle to win a particular item. That person has publicly committed to this particular company and has the potential to become a consistent customer.
Customers tend to be skeptical of products that speak about broad sweeping claims. To cut down on this skepticism, tell clients specific benefits of your product or service. From subscribers to time frame, saying “about” raises suspicion. If your money back guarantee is 30 days, say that instead of about a month. Do you have 12,723 subscribers? Instead of saying about 13,000 subscribers, give them specifics.
People like free stuff, and, usually, in return, they purchase because they have this feeling of reciprocity, or giving because they received. Remember when you went to the store and they had free samples at the bakery? And then you purchased those blueberry muffins specifically because you tried them. By buying the muffins, you participated in reciprocity. Other forms of reciprocity might include offering your customers a free gift with purchase.
Not all value has to be given with tangible gifts. Perhaps you own a winery. Offering wine pairings for your customers’ upcoming dinner party would be a good value, allowing your customer to save time and money. Do you offer online coaching? Offer a sneak-peak into what your potential customer will receive. Offering even a free trial will allow customers to feel they’re in control and urge them on to sign up for the long term.
Where social proof is dependent on the power of crowds, people also trust the opinions of experts in their field. Not only do people respond to actual authority, but they also respond to the appearance of authority, which is often why celebrities are hired for ads. How can you create authority for you? Be a strong leader in your field and write and speak with confidence. Exhibit your credentials for people to see. If you don’t have credentials to flash, borrow someone else’s authority. Did you write a guide for living with arthritis? Have medical doctors review it and offer their expert testimony.
Psychological triggers have proven over time to work when it comes to improving conversion rates. Don’t just pick and choose; implement them as often as possible, even in your landing pages. You can even try these tips within your A/B tests. Apply them to see an increase in conversions for your site.