Business is all about sales, sales and even more sales and is the primary reason why there is nothing better than increased conversion rate for the bottom line. However, in the present business scenario where more and more people are hopping on to the Internet bandwagon and searching online before coming to a purchase decision it makes sense to consider the conversion rate from both the offline and online perspectives.
- Offline – This is primarily related to the print media and other such publicity medium. How a copy is presented makes all the difference between high and stagnant sales levels. First the headline. Legendary ad guru David Ogilvy once said that five times more people read the headline than the body. So if the headline is not strong enough, 80% of the readership is wasted. User friendly font size and layout have a great role to play in this regard. Next comes the offer – is the customer getting value for money. Being persuasive is one thing, constant hard sell tends to put people off. This is especially true for say insurance, language courses, home renovation and extension and tree removal services where a great deal of thought is put by prospective clients before arriving at a purchase or service decision.
- Online – Any website today is a work of art and needs to be highly specialised if it has to have an edge over competitors. The Internet provides a level playing field and only sites with that little “extra” and a specific USP will get ahead of the pack. To increase conversions, it is necessary to enhance online visibility through such specialised tools as search engine optimisation, social media marketing PR marketing and email marketing amongst others. Further, when a consumer reaches the landing page all the queries in mind should have ready answers there. Call to action buttons should be clearly visible and highlighted without any ambiguity.
The focus is to create brand awareness and be there when a customer looks for you. Follow these simple sales tips to increase conversions and watch your business grow.