3 Conversion Triggers to Engage More of Your Website’s Visitors
This is a guest post by Kimberly Crossland of Savvy Copywriters.
When it comes to redoing your website, there’s one thing you need to have happen in order for your new marketing venture to feel like a success. You need conversions.
No matter how stunning your design and how spot on your branding is, conversions happen because of the copy you put on your pages. Conversion triggers are the copywriting tactics you deploy to get your visitor to go from interested to enthusiastic buyer and loyal fanatic of your brand.
If you’re writing your own copy, consider using and testing one of these three conversion triggers in your text, so you can start seeing more results.
1. Give ‘Em Answers
You’ve made your buyer personas, right? You know your target audience inside and out, don’t you?
Now, take that person you’re writing your copy for and put her in a time machine. Send her back to her toddler years when the most frequently asked question in her life was, “why?” This is the person you want to write to when crafting the copy for your website.
No matter how many years a person has lived on this earth, one thing remains constant: She wants answers. Your customer is no different. She wants to understand why you’re making an offer – especially if your offer is extraordinary.
Case in point: The famous Xerox experiment performed by Ellen Langer. In this study, Langer wanted to see how people reacted to getting cut off while waiting in line. She asked three variations of the same question to judge what motivated people internally to let someone go ahead of them at the Xerox machine. The questions were:
- “Excuse me, I have five pages. May I use the Xerox machine, because I’m in a rush?”
- “Excuse me, I have five pages. May I use the Xerox machine?”
- “Excuse me, I have five pages. May I use the Xerox machine, because I have to make copies?”
The first response yielded a positive response from 94% of people. Only 60% of people let Langer cut in line when she used the second phrase. And the third phrase got 93% of people to say yes.
This says a lot about our inner motivators. The first question gives a reason for her asking to cut in line. The second question doesn’t offer any kind of reason. The third question offers a reason, albeit a poor one for wanting to cut, but a reason all the same.
What does this have to do with copywriting? A lot actually. If you explain WHY you want someone to take action on your website, you’re more likely to get a positive response. Instead of just saying, “Stop in for a free trial of our gym,” you might benefit from adding, “… because we’re confident you’ll love our new class.” Give your reader the answer to why you’re making your ask and you’ll see more conversions.
2. Capture Attention With a Story
Picture this: You’re sitting at a campfire with a few good friends. There’s no cell phone service. You’re not working on your next book. You’re engaged with the people around you. One person has your attention. She’s telling a story while roasting a marshmallow. As you listen to the story and the crackle of the fire, you find you’re leaned forward excited to hear more.
Because your emotions have been triggered. Stories are filled with sights, sounds, tastes, and movement. Just look at the story I used to illustrate this point. You could see the darkness lit up by the fire. You could hear the crackle of the fire. You could almost taste that roasted marshmallow in your mouth. And you probably leaned in just like I said you would in the story above.
Your audience is busy today. Your target customer has distractions coming at her on her cell phone, from her kids, on social media, in her email inbox, outside of her window. Keeping her attention is hard work but with a story, it gets easier to motivate her to keep reading.
That’s because stories make us feel like we’re a part of an experience. It’s not about fact finding anymore; it’s about tapping into our emotions and stirring up feelings. This is the space where decisions are made – in our subconscious, emotional brain. In fact, 95% of cognition happens in that space, according to Gerard Zaltman, author of How Customers Think: Essential Insights into the Mind of the Market.
Move the person out of their cognitive brain and into a space where they’re more likely to make an emotional response, and you’ll see your conversions rise.
3. Scratch an Itch
Ever heard of the Information Gap Theory? I hadn’t either until recently – and boy is it powerful!
Now, at this point, you’re probably wanting me to explain what the heck the Information Gap Theory is. You want to know because inside that answer is a key that could help you get more conversions (that’s why you’re reading this article after all).
But I’m delaying the inevitable. You know I’m going to tell you, so the longer I wait, the more your itch worsens wanting to know.
I don’t want to lose you here, so I’ll fill you in. The Information Gap Theory is the idea that when there’s a gap between what we know and what we want to know, we’ll take action to fill it – usually as quickly as possible.
With your marketing, you can harness this psychological conversion trigger to tap into your buyer’s curiosity and motivate her to want to use you to bridge a gap.
Now, your curiosity is likely engaged and you want to see what this looks like in action. So, to answer that (and to make you want to do this yourself) here’s an example.
Check out this headline from Starbucks.
Now, you might be left wondering, “what kind of punch is this coffee packing?” or “how can it be punchy if it’s smooth?” To find out, you want to head over to Starbucks and pick up a Blonde Cappuccino to see for yourself what this all means, right? If you’re a coffee lover (like myself), yes. You do.
Sparking the Conversion Fire
Marketing requires patience. None of these conversion tactics will work if you’re begging for the sale. Remember, your buyer must go through several stages – awareness, research, evaluation – before committing to you and making a purchase.
The key is to use these conversion tactics to nurture your buyer along in the process toward pulling out her credit card and buying from you. The better you can hold her interest, answer her questions, and peak her curiosity, the more likely it is that you’ll win over her heart and her wallet.
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