These three simple conversion tips and tactics can make the difference between profitability and failure. Use them and sell more. Ignore them, and you may find that you can't pay the bills. On this week's podcast, I talk about my commerce project on Shopify, and how that has reminded me of some key things.
Conversion Tips and Tactics Show Notes
All conversions require optimization. A lot of times, conversion can be relatively inexpensive, high leverage, low hanging fruit to increase your revenue is to work on your conversion rate. Here are some tactics to master:
Creating a sense of urgency and scarcity – A timer or statements like ‘act now as supplies are limited’ are examples of this. This is a decision that you need to make as a marketer and sometimes it ends up to be an ethical decision as you may introduce false scarcity. In my opinion, if you are going to have a sale, you really got to change the price after then of the period you have mentioned or take the product off the market after its expiry. But whatever you do, I think it is good to add some scarcity into the mix.
Customer Testimonials – this is controversial in the e-commerce space but a lot of people are comfortable putting in fake customer testimonials. I will never do that but what I can do is to take testimonials from suppliers and place them in my websites as they are. Testimonials and reviews are more powerful if they come from real customers but if you document where your testimonials are coming from, those are fine. These are needed to improve conversion as people are now built to check them out before purchase.
Risk Reduction or Reversal – this is where you are giving your customer something to gain if they are not happy with the product. Examples can include money back guarantees, putting trust seals on your site and displaying them prominently, and 30-day risk-free returns. Do not fear to have your items returned as you need to give people this option. You will learn that there are lots of few returns than you can possibly imagine. Those returned won’t cost you that much and if there are a lot, then you have the opportunity to fix that.
Links Mentioned In This Episode On Conversion Tips and Tactics
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Conversion Tips and Tactics Episode Transcript
We are coming to you from the mobile studio in Dallas today. It has been an absolutely crazy week. If this is your first time ever listening to the show, this is not my normal audio quality. Right now I’m in a traffic jam in the middle of Plano, Texas on my way to my day job.
It has been a crazy week, it’s the end of school, all kinds of stuff going on with that, plus my middle daughter is graduating from high school today and we have lots of stuff going on around that, including a party tonight. Quite frankly, there was just no time to record in the studio, but I didn’t want to miss the opportunity to talk to you this week and so I’m recording in the car, on the road, in traffic, using my relatively high end road condenser mic connected to my iPhone using a podcasting app called BossJock.
If you listen to me every week, you’ll know that normally my audio quality is a little higher than this. I appreciate you bearing with me for this very special mobile on-the-road episode.
(Episode 142 Transcript Continued…)