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You’ve worked hard on building up a decent level of traffic to your website. Your email list builder and lead magnet are in place and ready to convert those visitors into subscribers and sales. So why are your sales on life support?
Am I right?
I know what you’re thinking…I need more traffic, more awareness.
Well, that may be true but it’s only part of the problem.
I know bloggers who are getting 5000+ daily visitors and they are constantly looking for ways to generate even more traffic.
There may be another issue at play here that you may be overlooking. Five thousand people is a decent number of people. The solution may lie not just in generating more traffic but in enticing your existing visitors.
In other words, the visitors you DO have aren’t taking any ACTION.
- They are not sharing your posts.
- They are not opting in to grab your lead magnet.
- They are not clicking on your affiliate links.
- They’re just not buying!
So the real question is why not? Maybe the answer lies more in how to get your site visitors to actually take some type of action. You need to focus on what triggers the moment of choice between inaction and action.
Tell Them What To Do Next
A call to action or CTA is a pretty well-known term in the marketing world. It tells your audience what to do and when. CTA is often presented as a button to subscribe to something or purchase something. Such as “Buy Now!”.
A call to action (CTA) is a statement designed to get an immediate response from the person reading or hearing it. … Whatever the reason, leaving CTAs out or your marketing materials can mean losing money. Calls to action are essential in directing a prospect to the next step of the sales funnel or process.
Most people are practically begging society to lead them. When you tell your prospect to place their order, and you do it with a firm sense of conviction and authority, people will feel very comfortable giving you their money. They appreciate the fact that you are a person who will stand up, act like a leader, take responsibility, and make things happen.
If somebody responds to your advertising, they are looking to you for a solution, they’re conferring authority on you. They perceive you as an expert, and they expect you to act with a sense of authority.
If you don’t act like an authority, they’ll look for another authority they can feel comfortable ordering from. If you aren’t the authority they’re looking for, you will kill the sale.
You must be the authority on whatever you sell. You understand it better than any client could. You know it inside out, and you know it works. They want to hear your confidence, your sense of authority.If you believe in your product, if you believe it's going to provide the promised benefits to your client, then with all your being, you should be trying to convince them to place their order now. Click To Tweet
Conversely, if you’re shy about asking for the order, it shows them that you don’t have any confidence in your product. And if you don’t, then why should they? That’s the key to being authoritative in a way that sells your products.
It’s in having the belief that your product really is worth the money you’re asking them to give you. And that you really believe that they’d be foolish not to get out their wallet right now and order.
If you convey that confidence, then you can make them believe in you with that same high level of confidence. But if you seem reserved or shy, they’re going to smell your fear. They’ll wonder what’s wrong with your product that you don’t even believe in it enough to be confident in offering it to them. Jay Abraham, arguably one of the best marketing experts around, says that people are silently begging to be led.
So remember, once you’ve made your case, confidently (but politely) demand that they buy. Don’t overdo it – just speak your piece, make your argument, and ask them to place the order.
This confident strategy works well in face-to-face selling situations, but it also works in ads, sales letters, videos, etc. It’s all about how you present yourself. The precision of language and an attitude of authority is a very powerful thing. Use it to lead your prospects right to the sale.
Other Call To Action Words
- Buy Now, Act Now, Order Today
- Download Now, Subscribe Today
- Find Out How, Get Your Copy Today
- Sign Up For Free
CTA can evoke enthusiasm with your audience to act quickly such as “buy one and get the second one free”. In this way, you’re offering a two for one deal. Who doesn’t like that? Using this strategy can help make your audience feel lucky or special.
The best use of CTA buttons compels the consumer to click and see what comes next in a website’s conversion funnel process. Take a look at Hulu’s landing page below. Not a lot of words and only one option. If you want to find out more, you have to click on the “GET ONE MONTH FREE” button first.
The message is short and to the point and so is the CTA. One button, one choice forces the visitor to click the page to go any further. This works best when you’ve already built some credibility among viewers as a legitimate business they need not fear.
There’s some psychology at play here when you think about it. The biggest hurdle for any sales is to get the consumer to take one small action. Any action. The chances that the consumer will take another action or make a choice next time, dramatically increases.
Hulu advertisers understand that and are using it to their advantage. The second page they are taken to gives them only two pricing choices. Well, take a look at that a little closer later on.
You can also utilize scarcity or FOMO (fear of missing out) such as in “for a limited time only!”. When people believe this offer won’t come again, they are more likely to act quickly provided they are convinced of your product’s value. Some examples of this are:
- Grab Yours Now While Supplies Last
- Shop Today! Sale Ends Sunday
Heck! Hotels and sports centers use this strategy. Ever see the Trivago commercial where three guys are talking about how they got the last available room in the hotel? Then comes along the Trivago guy who secured a room the night before for just $99, considerably less than the others. At the end of the commercial one of the guys says, “Well at least I got the last ticket for the game.” Watch the commercial below to find out what happens next.
Cudos to the advertisers who masterfully used the concept of scarcity to convince these guys they grabbed the last hotel room and the last ticket to the game.
Don’t Hide It!
Nothing gets me doubting faster when reading ad copy, than when they don’t mention the price. Oftentimes, marketers feel they have to hide the price until after you’ve taken action. Even if after scrolling down the page and I still don’t see a price tag, it’s an instant red flag in my mind. Are you the same?
Let’s take a closer look at Hulu’s strategy again. We talked about the psychology behind their initial lead page. The reader is given only one option, click “GET ONE MONTH FREE” button on the page to go any further.
Next page has just one short paragraph followed by just two options. The layout and design are very clean and uncluttered.
Be upfront with your pricing AFTER you’ve justified its value but don’t go out of your way to hide either. Give them pricing options such as a high, low and something in the middle.
Oftentimes we think that the more choices we offer the better the chances of a sale, but that’s not actually true. Sometimes less is more!
According to Barry Schwartz author of The Paradox of Choice, it has the opposite effect. Too many choices can often make people feel overwhelmed and unsure which leads to not making a choice at all and walking away.
Instead, Schwartz suggests that paring down to just three clear choices actually increases the likelihood that a choice will be made.
There’s a method of putting these three options together:
- Make the first option a “no brainer” at minimal cost so they can try what you have to offer.
- The second option should be super-deluxe with all the bells and whistles and at a premium price.
- Lastly, the third option should be priced somewhere in the middle of the other two.
Get Mobile Friendly
A growing number of people are making purchases and searching for services on their mobile devices. Make sure your website easily transitions for mobile and other devices.
One of the first thing SEO professionals suggest is to make sure your business is listed on local directories such as Trip Adviser, Merchant Circle, Google Business, Yelp, and others.
The best way to attract visitors to your site is publicizing focused quality content that answers online searchers’ questions.
- 96% of B2B consumers want data-rich content
- 47% of consumers read 3 to 5 pieces of content before making a purchase decision
Google looks for engagement with content. So, invite comments on each of your blogs and respond to each one in a timely manner.
As I grow older I find that I can no longer read 10 pt font sizes and still squint with 12 pt. When I visit websites, I find myself enlarging the screen so I can actually read what’s on the page!
Make sure your audience can easily read your content no matter what age they are. I suggest you make the body 14 pt size font. One study found that by increasing the font size on a software brand’s website, helped boost their retention rate by 10%.
Also, keep colors in mind. Far too often I see difficult to read the text because there’s just not enough contrast between the two. For instance, light-colored text on a white background is difficult to read and causes more strain. Instead, aim to create a high contrast between your background and your text.
Build Your Email List
It’s critical that you entice your visiting audience to share their email address with you in exchange for something valuable and best of all FREE.
Use slide in’s and/or exit pop-ups to that are tied into your own autoresponder system. Below are a couple of ideas that should get your “juices” flowing.
Here’s an example of a free webinar registration using a catchy opt-in form.
Below is an opt-in form offering a free e-course when you sign up. To the right is a slide-in pop-up encouraging you to follow them via Pinterest thus increasing social engagement.
Below is an exit pop-up that displays as you move your cursor to leave the page.
For more on this topic check out “How to Increase Ecommerce Sales” which also offers you a free blueprint you can download and follow to grow your own site traffic, email list and sales.
Your Two Cents
My goal is to always educate and motivate you to take action. Too often we read great information but then fail to follow through. I encourage you to share your thoughts and questions below to the benefit of all. Go ahead, write something below…