You’ve worked hard to generate leads for your business or traffic to your website. But you’re having a difficult time converting all that traffic and leads to meaningful and profitable sales.
What can you do now to improve your conversions, from lead to customers?
I found 3 psychological triggers that have helped me improve my conversions and those of my clients. I learned #2 from a client of mine –PhotoGenic.
1. Improve Cognitive Ease
Have you ever checked out Apple’s website?
Asides from the aesthetics, did you notice how much white space they have on their website?
That’s intentional. The technique used here, by Apple is known as Cognitive Ease or Cognitive Fluency, and it impacts how positively (or negatively) you feel about something.
Our brains are wired to feel positive about something that is easier to process. That’s why white space is great for your website, for your content and other marketing materials. It makes it easier for your customer to notice, process and click on your Call to Action (CTA)
2. The Law of Pragnanz
This law states that ”People will perceive and interpret ambiguous or complex images as the simplest form(s) possible”.
What does that mean for your business?
It means if the information you’re providing to your customers is complex, vague or ambiguous, you’re losing customers.
In other words, give your customers fewer and simpler options.
I’ve seen studies of how conversions on websites increase after they limited the number of drop-down menus, used 1 CTA or reduced form fields on landing pages.
I’ve also learned from my client – PhotoGenic, that having 1 central CTA for any content produced, drives higher conversions.
3. Instant Gratification
When do you want to increase sales?
Let me guess, now?
When do you want to increase your revenue? Now?
You see where I’m going with this?
Just like you, your customers want the benefit to your product or service, now.
Words like instantly, immediately, now, today has been proven to help improve email open rates, increase web conversions and even sales.
Here’s an example ”Increase your web conversions now. Get an explainer video on your website” 😀