Using Motivation and Incentives to Increase Conversion
Todd Follansbee
WebMarketingResource.net New Haven, CT
Mar 6, 2007, 05:44
Two factors we look at in usability and conversion optimization are incentives and motivation. Whether you are looking for sales or sign-ups, you can increase your success by reviewing your site and addressing these issues.
Motivating Your Site Visitors
We typically measure motivation by the amount of time people spend on a site and the lengths viewers will go to in order to complete a task. This often means their willingness to overcome usability problems or to search for products and answers. Obviously the goal is to make life easy for your viewer which is why we recommended the site usability tests in the article "Usability Testing on a Zero Budget" (Web Marketing Today, 31 Oct 06).
You can improve the site's ability to motivate customers. Many sites describe a product's features such as a car with hybrid gas/electric power. Mentioning features is acceptable but a focus on benefits to customers is more likely to get them motivated. Describing the fuel savings and quiet ride will keep them clicking towards the sale.
Product pages should focus on specific and direct benefits. The home page is much more likely to convert if it projects some clear and often more general benefit statements.
Substantiate every claim. Web viewers are extremely skeptical -- especially of lesser known companies. You don't need to dominate a page with lengthy data. Hyperlink your claims to a page or two which will demonstrate the facts behind your claims. Unsubstantiated claims kill motivation.
Eliminate "marketese" and overused idioms such as: "The world's greatest," "cutting edge," and "state of the art." Simple, clear text is far more effective. Reviewing your site and following these guidelines will help improve motivation.
Incentives Increase Conversions
Incentives are designed to compel people to act now. Wherever possible, offer reasons, products, discounts, coupons, information, or insights to act. We laugh at the TV "Ginsu Knife" ads which say, "Order now and receive…." However, incentives do work. You can find ways to provide them without upsetting the character of your site.
Try to combine benefit statements and incentives in your call to action buttons. Instead of using "click here to signup" consider: "Start receiving Web Marketing Today immediately and grow your business." Motivation and incentives are two of the most important elements in conversion success. Addressing them will improve your bottom line.
Todd Follansbee is our Usability and Conversion Optimization expert. He is the founder of WebMarketingResources.net and brings to the table a focus on psychographic marketing, scientific usability testing, and a Persuasion ArchitectureTM approach to sales conversion. He lives aboard his 44-foot ketch "4 Bells" in New Haven, Connecticut.
