How to Immediately Increase Your Conversions by Avoiding “Decision Quicksand”
Facebook or Twitter? Yanny or Laurel?
Pink or Blue? Apples or Oranges?
There’s just something about “this or that” questions that make them easily popular. Most of the time, such a line of questioning can even spark a debate – but the charm with this type of question is actually in its simplicity.
Many of us spend efforts and reserve brain space for doing work or studying stuff, that’s why when it comes to other things, it is much better if the choices are boiled down into two. Instead of asking your sister where you should get lunch, you might as well ask her if she wants either McDonalds or KFC.
Our lives are filled with choices that can be very complicated. Buying a car, for example, is a big purchase that cannot be decided solely on price and color – the performance and car brand should be considered too. But the truth is, we can get easily overwhelmed by these details that it becomes much more convenient when a car dealer just presents us with two car models to choose from.
But even as simple as buying toothpaste is a chore that needs a decision. There are probably more than 10 brands of toothpaste out there in the grocery, but you only need to choose 1 right? And the tendency is, you will get the one brand that you have always relied on since you started brushing your teeth (that brand could have been your parents’ choice in the first place).
This is because in general, people don’t like making the wrong choice. It’s better to be safe than sorry, right? Trusting another toothpaste brand is risky – what if it does not just keep your teeth as clean as the other brand can?
Another factor is time pressure. Who has time to read all the contents and ingredients of one toothpaste brand from another, anyway? Sticking to one type of product is much more convenient and risk-free.
This buying behavior is what you should have in mind if you are a marketer (whether that be selling an idea, product or service). Every day, your target market is faced with many buying options, and more often than not, they would love to go for the one that is convenient and safe for them. So how can you compete with all the other businesses out there?
Limit their Choices
As a marketer, it is your job to present potential buyers with a solution – a solution that they should buy into. This is why you should remove any other distraction that will keep them from actually making THE purchase.
A good example is landing pages. A landing page that contains too many texts, sidebar graphics, and icons, will not do a good job of convincing people to buy a product or sign-up for a certain service. Your leads will either be too distracted by the imagery or too confused by all the elements on the page.
To make sure people click on the “buy” or “sign-up” button, remove all the distractions, keep your call to action simple but compelling and make sure the button and sign-up form are clear and easily located. You have to show them that there are only 2 choices to make – either to continue buying/sign-up or leave the page.
Push Them to Make A Decision
On a landing page, this is the purpose of your call-to-action (CTA). However, this could get a little tricky. Your CTA should be convincing for people to take action, but it should not sound too desperate either (unless if that’s the style you’re really going for).
To make sure that your CTA works better, you should make sure that your leads have already made up their mind to buy your product (upon visiting the landing page). This is why you should create strong copies of all your Facebook ads, blogs, emails, and other posts. And remember, a CTA should not always talk about “buy now” or “sign-up today,” it can be as simple as asking for engagement like “share your thoughts here,” or “tag a friend who loves this.” The point here is to convince people to DO something – whether that be buying your product, or sharing, commenting and liking your posts.
Establish A Go-To Brand
Remember how we usually pick up that one trusted toothpaste brand, despite all those choices in the grocery store? Now, this should be your goal as a business – to establish a go-to brand in your respective niche. Be the solution to their problems, and if you’re new to the market, educate them by sharing what you are learning. Just remember one thing – don’t overwhelm them.
All these are however easier said than done. If you feel that you still need to learn a lot as a marketer, don’t be afraid to invest in yourself first. Take more classes, online courses, and observe what other brands are doing. The knowledge you’ll pick up will be greatly useful in coming up with better marketing strategies and tactics.
We’ll tell you more about avoiding mistakes that can drive your prospects away if you register here. You can also check out the original post from EliteMarketingPro here.
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