Solopreneurs set up and run the business all on their own and typically on a very tight budget. Figuring out how to get the best return on investment (ROI) can mean the difference between success and failure. Improving your site conversions is at the heart of increasing your ROI.
According to the U.S. government, a solopreneurship is the most common type of small business. About 80% of small businesses have no other employees, qualifying them as solo operations. Unfortunately, being the only person responsible for everything to do with a company also means you may not have focused as much as you should have on elements such as driving buyers through the sales funnel.
Fortunately, there are some simple ways you can improve your website conversions today and gain more customers than ever before.
1. Grab Their Attention
You have just a few seconds to grab a visitor when they land on your website and convert them into a fan. Think about the types of things that grab your attention as a reader, such as a compelling headline and attractive layout, and repeat those efforts on your own landing page. To really get attention, you have to understand your target audience and what might interest them.
2. Isolate Your Focus
Have you ever visited a website with so many different things going on you don’t know where to start? One simple thing website owners can do that takes very little time or effort is narrow the focus of each page. If your goal is to convert site visitors into newsletter subscribers, then you should look for ways to get visitors to sign up for your newsletter. If your conversion goal is sales, determine the entry point for that funnel. Delete anything that doesn’t move users toward the goal.
3. Provide Details
Users need information to decide whether they want to buy from you or not. One thing that will instantly increase your conversions is providing detailed information about who you are and what you do. If you sell a physical product, explain how it improves the customer’s daily life. People shouldn’t have any questions left about any aspect of your product.
Reynolds offers several services for individuals and companies. It lists these services on its website and then gives in-depth details on each service. Under each heading, such as Restoration, the brand provides a short description of why it’s the best for that service and then a call to action (CTA) link to Learn More.
4. Tell Users What’s Unique
Every business has a unique value proposition (UVP). This is what you offer clients that no one else does. It might be great customer service after they make the purchase or it might be the quality of the product backed by a guarantee. Whatever you UVP, make sure you state it upfront for site visitors to help drive them toward making a purchase.
5. Highlight Exciting Events
The more consumers feel they know your company, the more invested they are in your brand. Share news and updates with people on your landing page. You don’t need to take up a lot of website real estate to share this information. An entry at the top of the page or a blog post works well to update fans on what’s happening with your brand. You could also utilize social media and add a feed to your site’s sidebar.
Doughp’s founder made an appearance on “Shark Tank” to present the brand. The site uses this exciting moment and highlights a still shot from her appearance on the show. The image appears at the top and the comment reads “Shark Tank Was Legit.” The site then immediately explains how you can order cookie dough and have it shipped to you.
6. Use Contrasting Colors
The layout of your page is important, but so is the readability of your site. If you use the wrong color text, it may fade into the background and hurt visitors’ eyes. Make sure your colors contrast sharply so the letters stand out and are as easy to read on a desktop as a mobile device. For example, black text on a white background has a strong contrast and is easiest to peruse. Pair dark and light colors for the best contrast, but experiment with different shades in the same color family to find the perfect mix. Test them on different screen sizes and types.
7. Tell Your Story
One way of grabbing user attention is by sharing your unique story. People love this, and yours is what sets your brand apart from the competition. Think about the struggles you had when you first started your company. Which parts of your story are most likely to resonate on an emotional level with your site visitors?
Cup Board Pro has an enticing story about a firefighter who had an idea for a better cutting board. The story shows his passion and how he wanted a different future for his children. The 9/11 firefighter lost his wife, but his children’s story is what’s behind this brand. After losing their mother, they then lost their father to a 9/11 cleanup work-related cancer. The children wanted to make sure his dream became a reality and continued to promote his cutting board.
8. Add a Pop-Up
Even though some users say they hate pop-ups, they are a valid way of grabbing user attention. In one example, Sumo analyzed how many email addresses it collected using pop-up forms and found a few surprising patterns. The first pop-up had 30% better results than subsequent ones, meaning you should use the technique sparingly and at the perfect time, such as just before someone hovers over the exit button. Use pop-up screens sparingly and for a specific purpose.
9. Offer a Discount
Experts predict by 2021, adults in the United States will redeem around $145.3 billion in digital coupons. For a site visitor who is on the fence about converting into a customer, a coupon might give the little extra push that translates into a sale. Once the consumer leaves your site, the odds of them buying your product drop drastically, so work at keeping them there and moving toward checkout.
DeskView offers $10 off your first order both in a pop-up and at the bottom of the page. This encourages those who are thinking about buying the product that little extra incentive to go ahead and give it a try. Another idea is offering discounts for those who sign up for your newsletter. This also gives you their email address, so you can market directly to them going forward.
10. Create a Video
About 81% of marketers use video as a tool to drive engagement. A video grabs the user’s attention and explains your product far more efficiently than words alone. You can also use a video on social media channels and encourage your loyal customers to share it with their family and friends. A video adds another element to your page you otherwise wouldn’t have and keeps visitors on your site longer.
Test Your Site
One of the most powerful things you can do as a solopreneur is to test the different features of your site and see what’s converting and what isn’t. If you don’t have time to conduct A/B testing yourself, there are companies that will do the work for you and send you a report. Once you have a feel for what your particular audience responds to, it’s much easier to tweak your page to suit their needs. With a little effort, your conversion rates will go up and your business will become even more successful.
Lexie Lu is a web designer and UX content strategist. She enjoys covering topics related to UX design, web design, social media and branding. Feel free to subscribe to her design blog, Design Roast, or follow her on Twitter @lexieludesigner.