From a standout CTA button to powerful copy, there are infinite opportunities for converting customers on your homepage. However, we live in a world where businesses are trying to capture consumer attention on every platform, at all hours of the day. With so much persuasion and promotion around every corner, breaking through to your customers is harder than ever.
However true this may be, you shouldn’t give up just yet. Transforming more website visitors into customers can be achieved using the right tools and strategies. Here, we’ve rounded up four tried and true practices for maximizing your homepage’s conversions.
Tap into User Psychology
Understanding your visitors’ behavior is a powerful first step towards increased conversions. But that’s all it is–a first step. To turn these insights into action, you need to understand not only what your customers do, but why they do it. Enter: the world of user psychology.
User psychology is aimed at understanding the subconscious triggers beneath a person’s buying habits. From their dreams and fears to their sense of self-worth and fulfillment, there’s a complex web of emotions that determine why people buy the things they do. Tapping into these desires can help you see the world from your customers point of view. As a result, your webpage will be much more effective at resonating with a customer’s innermost desires.
Provide Instant Satisfaction
One way to apply user psychology findings to your homepage is to offer instant gratification. Take whatever it is that your customers want and make it available immediately. While you might not have access to delivery drones just yet, consider offering perks like free shipping and 2-day arrival times. Providing these benefits on your homepage give a sense of instant gratification, reducing stress and making the decision easier.
Another way to harness customer desires is to utilize emotion. Purchasing something creates a sense of fulfillment; adding happiness to a void. To use this strategy correctly, you need to know what it is your customer might be missing. For items like clothes, shoes and jewelry, you can easily generate the desire for standing out, expressing one’s self, and fitting in. If you’re a B2B company with a software product to sell, you can play up the fact that your product will make your customer better at their job and more efficient in their everyday life.
Use Case Studies and Testimonials
Case Studies are an invaluable piece of content for any business. In addition to showcasing your happy customers, case studies help demonstrate the inherent value of your products or services. To write an effective case study, start by choosing a customer that has the power to influence others. It might be a well-known company or brand that people will recognize. It could also be a company who you’ve helped dramatically (data and statistics are a plus!).
Then, think about how to articulate this customer’s experience in terms of a problem and a solution. Once you have this piece of content written, you can repurpose it in a number of ways to generate interest and drive leads.
Try offering the case study on your homepage as a gated content offer. In exchange for a customer’s email address, you’ll provide them with their own copy of the case study. The case study itself can serve as a lead generation tool, showing your prospects exactly how your business makes their lives better. Plus, you can add links to your sales pages at the end of your case study. If the customer is intrigued by the case study, this makes it easy for them to make a purchase.
Another benefit of interviewing your customers is that you’ll get a handful of powerful testimonials you can use to your advantage. On your homepage, these testimonials can be paired with a photo of the customer along with their title and business. The modern consumer tends to be more critical of businesses. Having kudos from a living, breathing customer can help your prospects see you as honest and trustworthy.
Connect Through Live Chat
Another innovative way to convert more customers is to make use of a live chat tool. Customer communication software tools, like Intercom and Zendesk, send a customized message to any customer who visits your site. These chat tools can also be programmed to deliver certain messages based on a user’s behavior. For example, let’s say a customer has visited your FAQ page three times in the last week. Based on this trigger, you might program the chat app to send a message like “Have any questions? Our support team is ready to help.”
These chat tools can also be used to send more direct, sales-driven messages. You might program these to send after a customer has visited your homepage three times, or when a customer has signed up to your newsletter. In these instances, you may send a message directly from a sales associate that offers to answer questions or provide more details.
From a customer’s perspective, offering a live chat can greatly improve your homepage’s user experience. Instead of filtering around your website for an answer to a specific question, they can simply ask a question a get an immediate answer. This is a great way to convert people who are on the fence about your brand or unsure about your product’s functionality. A positive brand experience makes your brand seem more trustworthy and dependable. It also establishes a memorable experience if your customer decides to shop around.
Show Your Product in Action
From Snapchat stories to YouTube tutorials, the modern consumer is enamored with video. As a result, video marketing is becoming one of the most popular–and effective–ways to sell a product or service. In fact, 90% of customers report that product videos help them make purchasing decisions, according to HubSpot. Video marketing promotes brand recognition (remember that cool video you watched?), and it’s great for SEO. What’s not to love?
On your homepage, the best way to use video for conversion is to showcase your product in action. Depending on the product or service you offer, there are a number of ways this can be accomplished. If you’re in retail, for example, you can showcase people out in the world wearing and using your product. Here, there’s more room for stylized imagery, colors, and music that compliments the lifestyle your products promote.
If you sell a software product, you’ll probably have to go about this in a slightly different way. But instead of relying solely on screen demos to show how your product works, try to consider it at a larger scale. Think about how your product fits into people’s lifestyles. Does it make them happier? More productive? Convey these emotions through actors and actresses in your product video. This will make it easier for customers to visualize themselves using your product.
Video is a powerful marketing tool, but poorly crafted videos can have a negative effect on your bottom line. Be sure to hire a professional who can shoot and edit high quality video. Also, remember to highlight your product’s best features–but avoid being overly salesy or promotional.
Your homepage provides an incredible opportunity for lead generation. Using these tips on user psychology, testimonials, customer communication, and video marketing, you’ll be converting visitors into customers in no time.