Cutting Down on Questions: Focusing on Decision Making in CRO / Customers / Last Modified: February 22, 2017

Getting more clicks for your company website is great, but having clicks that don’t convert into purchases aren’t going to cut it.

Getting more clicks for your company website is great, but having clicks that don’t convert into purchases aren’t going to cut it. 

If you’ve recently discovered that most of your site traffic isn’t sticking around too long, you should develop a plan to increase your conversions, also known as CRO or Conversion Rate Optimization.

CRO allows you to transform your site traffic into direct action — whether that means phone calls, form fills, or online purchases for your business — and it’s not as difficult as it sounds.

In fact, you can directly apply scientific evidence about the way people make decisions to your marketing strategies to better guide their behavior towards your product.

What decision-making strategies can you use to increase your conversion rate?

Narrow Their Options

Scientific studies have shown that we are more likely to make decisions when we have fewer options in front of us. If your page contains five to ten different variations of the same product, your customer may get bored with trying to gauge the differences between all your products, or just plain overwhelmed. Web sites carry the distinct disadvantage of allowing customers to exit and view another store within seconds, and they often do if they aren’t happy with what they see.

So, how can you make sure you’re providing them with a narrow field of relevant products? In addition to making sure you aren’t overwhelming them with options, use very specific keywords. Instead of general phrases like “Los Angeles plumbers,” try something more specific like “Los Angeles emergency pipe repair.”

Anyone with a burst pipe in their ceiling that needs help fast is much more likely to find you and give you a call since they know you can provide them with exactly what they need before they even pick up the phone.

Related Article: 5 Conversion Rate Optimization Principles to Consider

Work With Their Confirmation Bias

Everyone is guilty of it in some form or fashion: confirmation bias simply means that people tend to look for evidence that supports what they already believe. If you have red hair and think green looks great on you, you’re likely to look for photos or data that confirms this and ignore articles that may say otherwise.

In the age of Internet shopping, most customers already know what they want before they click on your site. While they may need more detailed information to help them make their purchasing decisions, they don’t need a sales pitch. The odds are good that if they’ve landed on your page they already have an interest in what you have for sale. Once a customer lands on your web page, your primary job is to make sure they’re guided to the right kind of information.

The best way to do this is to have a cleanly designed site that very obviously points towards the products or categories they need to view. If you aren’t sure if your site is easy to navigate, give the link to a friend who isn’t in the same business and let them take it for a test drive.

It is possible to overcome confirmation bias and turn a click into a conversion, but it’s no simple task. When you’ve had discussions with friends who disagree with you on certain topics, the chances are that you were more receptive to hearing them out when they didn’t get angry and defensive, but rather calmly and simply provided you with some facts to consider on your own.

Rather than speak negatively about your competition or discuss why your product is better than everyone else’s, simply present the evidence for why that is. Let your reader compare the numbers and statistics on their own.

Make Them Feel Good

It shouldn’t come as a surprise that customers like to feel good about the purchases they make. A sign posted above a water fountain letting us know what a good idea it is to drink more water throughout the day makes us feel like we’re making a healthy choice, and a simple message on your conversion page can give your buyer the same feeling.

Make your customer feel like they’ve made a good decision; offer them lots of ways to get ahold of you if they have any questions, and you can even provide a direct link that allows them to share their purchase on social media.

The more you encourage them to brag about their purchase, the more confident they’re likely to be about their recent purchase. It may even inspire them to become a repeat customer.

Related Article: CRO101: Defining Conversion Rate Optimization & Its Importance

Emotions Play a Big Role

As is the case with most things in a person’s life, emotions play a large role when making purchasing decisions. For that reason, you want to steer away from negative emotions, even when it seems like they may help you. If you talk about how dangerous your competitor’s practices are — even if your customer believes you — they’re likely to click away and do a little more research, perhaps even visit your competitor’s site now instead of yours.

While this builds no love for your competing company, it also isn’t getting you the conversions you want. Appeal to your customer’s positive emotions — love, charity, happiness, completion. If you run a site that provides equipment for call centers, for example, talk about how much happier their callers will be with shorter wait times and clearer conversations. Do some research to find out which emotion is satisfied by your product and work it into your sales pitch.

There’s a reason many marketing strategies include psychology; knowing more about how people think helps you get the right product to the right people. It also helps you craft your site in a way that makes decision-making easy for your would-be customer, leading to a higher click-to-conversion rate for your business. If you keep these facts in mind, you’ll be well on your way to improving your CRO and the success of your business!

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