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‘We need higher conversion rates’: but how?

Many organisations use websites to gain as many leads or sell as many products as possible. Although many organisations manage this quite well, there’s always room for improvement. Managers are often quick to suggest that ‘conversion rates must go up’. But how do you do that? Remon Verburg shares some useful tips on the Dutch marketing and communication platform Frankwatching. Success not guaranteed – such a thing doesn’t exist – but it’s a step in the right direction.


1. Speak your audience’s language

People are influenced more strongly by something or someone that shows similarities. Use of language can be such a similarity. Using language that fits the audience makes your message more easily understood and accepted. It’s better to avoid technical terms with which the visitor isn’t familiar. That could raise more questions than it answers.


2. Show that you understand the visitor’s issues and challenges

You offer your products and services for a reason: they solve a problem of the customer (or make life even more pleasurable). Mention these issues with which the customer struggles so he can recognize himself in the situation. To do so you’ll need to understand and articulate these issues, in the customer’s language of course.


3. Mention the advantages

So you can solve a customer’s problem. This is an advantage that you offer, so mention it! Emphasis here lies on the word ‘advantage’. Customers usually aren’t looking for product specifications or fancy features, but they want to have their problem solved. This can be done by summing up several advantages for the customer using bullet points, for example. About three to seven bullet points works best (one often can’t memorize more at once).


4. Show user experiences

We were already aware that people are sensitive for others’ opinions. It’s therefore not that astonishing that the opinion of others is often a leading factor of our ‘own’ decisions. The more tangible these opinions are, the better. A customer telling how your product solved his problem is obviously more credible than a company recommending its own product. So save a premium spot, preferably on your homepage, where customers can immediately see that your product or service really helps people.


5. Encourage customers to take action

Your webpage has a specific goal. Whether it’s to generate leads or to sell products in your webshop: make sure that everything contributes to this goal. A big, bright ‘sign up’ or ‘order’ button, or a prominent contact form on the homepage, to give some examples, can make a world of difference. Avoid having ‘noise’ on your webpage that distracts visitors and doesn’t contribute to the goal.


In short: make sure you only share relevant content on your website, in which the visitor can recognize himself, which shows that you can solve his problem, and which encourages him to take action.

Read the full article here (Dutch).