We love, love, love getting conversions.

Our clients love the results we deliver even more.

I’m sure many bloggers have promised you results if you ‘follow these quick tips!

But there’s a difference between these blogger tips and ours. As marketers, not bloggers, what we do is completely centralized on marketing aimed to deliver hard-hitting results.

Our goal is to hit your gold mine. Everything else comes second.

If you’ve been following our blog, you already know how to pull off some tricks out your sleeves and already receiving rock-solid conversion rates.

See some of our landing page / website conversion topics:

Plus — more of our pro-conversion topics from our blog section.

Need to know which elements you should check to optimise your conversion rate? Here’s what our expert and certified Marketing Optimisation team have to say.

6 Elements Slowing Down Your Conversion Rate

1. Poor Value Proposition

What’s the main reason customers should choose you over hundreds of your competitions?

What is your Purple Cow?
The answer is your Unique Value Proposition.
This will be the first factor to determine if people would actually be interested in your service or leave. It’s basically the promise of what value your company will deliver.
You see how much of a lifeline it is for businesses? After all, why would people choose you instead of some cheaper alternative if you all deliver the same result? What makes you special?

Here are some factors to consider for your Value Proposition. An Effective Value Proposition must be:

  • Different
    The only way to stand out from your competitors is to seek a different strategy to market your brand.
  • Compelling
    But being different doesn’t always mean it’s compelling. Your value proposition should also speak your business and target market’s strategic goals. Charm them with your benefits.
  • Easy to remember
    Avoid being too complex and complicated to the point your audience could barely remember you. Your value prop needs to be the simple summary of the company value you create.
  • Tailored
    Some Value Proposition are set for the general audience – which is why it doesn’t hit as hard as an audience-specific copy. A generic Valued Prop is not a compelling valued prop. You can’t get good conversion by pleasing everybody. Tailor your copy to fit only your prospect’s individual needs instead.
  • Defendable
    Your staff will be tasked to defend your Valued Proposition someday, whether they like it or not. You need to define your value clearly and concisely to your strategic initiatives for it to be easy to defend.

2. Relevance

A rule of thumb: your traffic should understand your business within the first 10 seconds of their stay on your website.

If the traffic came from a paid advertisement, your website should be of what they would expect from your ads.

If you’re a popcorn-only company, don’t feature chips on your website to invite people who likes chips. There’s little to no chance that they will convert and there’s a higher chance of your website to be flagged as a scam.

Published an ad with a sleek, brand new car? You better be a car company. An ad featuring shoes should only be for shoe companies. And so on…

Offer only what you truly offer. Remember to only focus on what users are expecting to see on your website within their first seconds of stay.

GET: 5x increase in leads. 57% increase in traffic. 100% increase in paid traffic.
When we say we deliver results, we mean WE DELIVER. Hard. Contact 7&7 Now for your Free Consultation.

3. Time-bound

You can never know when there’s a sense of urgency behind a customer’s website visit or if they’re only browsing for the sake of browsing.

What you can do is leave crumbs of urgency to subtly nudge visitors into purchasing asap.

How do you create urgency?

  • Scarcity

Inducing scarcity is one of the most effective way to press urgency. When an offer is being perceived as limited, its value increases significantly. This is what Dr. Robert Cialdini calls the Scarcity Principle in his book, Principles of Persuasion.

Example: Booking.com

  • Time-Related key words

The appeal of time presents the urgency for people to convert and English is rich with time-related vocabulary to use on your CTAs. Here’s some urgency-keywords free to use:

  • Hurry
  • Over
  • Now
  • Quick
  • Closing
  • Approaching
  • Negativity

Humans naturally act with a sense of urgency when found in a negative situation. It’s the primal instinct for our survival.

Just a mere implying the worst-case scenario is enough to drive them working against the possibility of it.
Here’s an example of a sneaky and subtle trick from ThriveHive:

4. Establish Credibility

We humans are naturally vigilant and anxious for almost anything unusual.

Unfortunately, this vigilance-by-nature becomes a hurdle when it comes to the marketing industry.

Small details on your page, alternatively even missing details from your page, can cause mistrust.

Example: As I’ve discussed with How To Rank First on Google: The 7 Landing Page Compliant Rules, consider attaching a Privacy Policy on all of your website’s pages. This can significantly decrease your market’s anxiety to any offer you’re making.

Strikingly has done a great job in iterating their Terms of Services and Privacy Policy to establish transparency and trust between the brand and user. Mentioning that the app would not post anything without permission immediately gets the anxiety out of the way.

GET: 5x increase in leads. 57% increase in traffic. 100% increase in paid traffic.
When we say we deliver results, we mean WE DELIVER. Hard. Contact 7&7 Now for your Free Consultation.

5. Eliminate Friction

What is friction?

Friction – a barrier that prevents your visitors from completing the action you’d like them to take (hubspot).
We can’t exactly blame our audience for this problem of being busy and easily distracted. You can – if you want your brand to ultimately fail.

The best that you can do is to find all the friction on your landing page and mitigate them.

3 Steps To Ultimately Reduce Friction

  • Sprinkle Your CTA
    Multiple CTA on your page gives your viewers more chances to access it… simply because they’ll see it more than once.
    Follow a maximum of 5 CTAs for a long content’s rule of thumb (thousand word count and over), depending on the length of your content. Place them strategically on your content.

Try to add spice by adding sentence variation. “Download Free E-book” could also be “I want my free e-book now!”.

BUT REMEMBER: Stick to strictly ONE Call to action. Don’t ask them multiple things on one page. Instead, ask your users to do one action multiple times.

  • The Less Steps, The Better
    STEPS ARE FRICTION!

Even I wouldn’t bother getting a 10% discount if I have to sign up, wait for a confirmation email, verify account, follow procedure 4, procedure 5, 6, and so on… Just thinking about it is making me tired!

Reduce your steps to the most minimal: one-click conversions.

  • Show it, don’t explain it

No one has the time for reading through a 10-page long article on how your product works.
Everyone has so much better things to do than read your sales pitch. You could’ve just easily presented with an image just as well as an essay.

People want to see samples, not explanations!

Make things visual and interactive. Show them actual pictures from as many angles as possible. If you can, illustrate people using your products and the visual outcome of your service.

Not only does this cut the friction, it also works double to establish your brand’s credibility.

6. Check Your Users’ Activity

Keep an eye out for your users’ activity on your website.

This could be very significant in knowing which part do they begin to fall out and on which element gets high-engagement rate.

You can find your user’s activity through heat maps where the team conducted several marketing tests. Read more of heat map testings here: These 9 Heat Map Tests are All You’ll Need For A High-Converting Landing Page.

 

You could be paying for traffic and still not get conversions if you continue sticking to ineffective elements.

Conversion is not something you can impose like forcing a fish to catch the bait. The most marketers can do is enforce an effective plan of action to voluntarily lure your market into your brand.

Not sure where to start improving your conversion rates?

You can contact 7&7 Digital for a FREE CONSULTATION on how we can optimise your overall brand.

GET: 5x increase in leads. 57% increase in traffic. 100% increase in paid traffic.
When we say we deliver results, we mean WE DELIVER. Hard. Contact 7&7 Now for your Free Consultation.

7&7 Digital is a leading Digital Advertising Services Firm passionate in helping businesses grow. 7&7 offers services such as Digital Marketing Consulting, Digital Video Marketing, Corporate Motion Graphics, Digital Advertising, 360 Digital Marketing, and more.

7&7 Digital - Head of Client Services and Accounts - Advertising and Marketing

Pauline Malijan

Advertising and Marketing savvy, Pauline is 7&7’s Head of Client Services and Accounts.
You can connect with her on LinkedIn or email her at pauline@7and7.com

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