If you improve every area of a process by just 1%, the small gains will add up to a remarkable improvement.
That’s how Dave Brailsford won Tour de France with Team Sky. Something that no British team has ever accomplished before. He called it – the power of aggregation of marginal gains.
If 1% improvement doesn’t sound like a whole big of a deal, consider this – improving your conversion rate from 2% to 3% is actually a 50% increase in sales.
So what are some of the things that you can improve by 1% in order to DRAMATICALLY improve your conversions and sales results?
1. Convert Prospects That Are Already Leaving With Exit Intent Offers
Here’s the deal.
Like it or not, the majority of the visitors that visit your website will leave WITHOUT purchasing…
It gets worse.
You might think that you’ll be able to capture those people through remarketing.
But the sad truth is that you won’t. While remarketing is a powerful technique, it still fails to catch the leads at the moment when they are most interested in your product.
The solution? Exit intent offers. A strategically timed pop-up that only displays when your visitor rapidly moves his mouse towards that [X] icon in browser (i.e. when he is about to leave).
Because the algorithms behind determining the exact moment when to fire up exit intent pop-up are fairly complex, the conventional tools like Bounce Exchange are priced above what typical small business owner can afford. Luckily, there are cheaper alternatives, like MaxTraffic that offer the same functionality for a fraction of the cost.
Seriously, this is a no brainer. If you only pick up one trick from this article, this one will yield the highest results.
2. Always Put Value First
A question for you – why do you think people go to the gym?
Is it to exercise, stay fit or perhaps to take a free shower?
The answer is no, people don’t go to the gym to lift weights. They do it to look good naked. Perhaps surprisingly, the same thing applies to selling your wordpress theme.
Your goal as a seller is to figure out what is the actual value that you provide the end user. Don’t sell a custom built theme that is prettier than the default theme for WordPress. Sell a perfect wedding, a popular blog or a profitable shop.
3. Write Like You Are Talking To A Friend
Don’t start your pitch saying that your theme has a codex validated code. Not all of your customers understand what that means. There’s no harm in listing all the technical features of your products, just make sure you don’t mention those in the very beginning, when your potential customer is still wondering if this is the right theme for him.
In other words don’t use WordPress jargon. It might be appropriate in WordPress forums, but rarely when you’re trying to sell your theme. If in doubt about what kind of information you should disclose in your sales letter, imagine that you’re talking with a friend. Trying to explain him the benefits of using your theme and why it is better than the alternatives.
4. Increase Conversion Rates By Addressing Objections
People are always looking for reasons NOT to buy your product. Don’t make it any easier for them to do. Try to come up with a list of potential issues with your theme and address those when describing your theme.
Here’s a general list of issues your visitor can have with your product offering and sample solutions you can implement to fix them:
1) Doesn’t know if he can trust you. Show off your company details or your personal credentials, experience and awards.
2) Not sure if your solution will work for his use case. Have testimonials from all kinds of users that have benefited from your product.
3) There are cheaper alternatives out there. Explain why your price is high, prove that the value you offer is better than that of the competition.
Alternatively, if you sell your WordPress theme through your own website, you can install a tool like Hotjar to ask your visitors things like: “Quick question: What’s missing on this page?” Then use it to improve your sales pitch.
5. Build Trust – Fast
Imagine as you’re reading these lines, an email lands in your inbox, offering you to buy the latest version of iPad for only $50. Would you buy it?
I bet you said no, because you just don’t trust whoever send that email.
The same principle applies to when you are trying to sell that WP theme.
Even if the person has the need in your product, has enough money to buy it and he really needs it RIGHT NOW.. If there’s no trust between you, if there’s no relationship between you and him – he’s not going to do it.
Building trust fast is not a trivial thing, so the best you can do is NOT do anything that will make your potential customer distrust you.
Show that there’s a real person or organization behind your website. Put your real name out there, or the name of your company, it’s address and the number of years your company has been in business. Some people find this information reassuring, as they would prefer to deal with somebody who has a long track-record of selling themes (and offering updates and support).
Use employees photos. Seriously, do this. People are attracted to faces, so if you want people to spend more time on your website, while creating a relationship with this person at the very same time – this is exactly what you should do.
6. Make It Dead Simple To Buy From You
Imagine your potential customer already taking out his credit card out of the wallet, ready to enter the sacred 16 + 3 digits, only to find out that he needs to sign up on your website to make a purchase.
That’s no way to delight your customers. You should really make everything in your power to make it as easy as possible to buy from you. Here’s a quick checklist to make sure you’re not trying to sell WP themes like it’s 2006.
- [✓] Don’t give your customer too many options.
- [✓] Always state clearly what they should do next and what will happen during that next step.
- [✓] Use as few fields as possible. Critically evaluate if you really need that info from the buyer at this point or not.
- [✓] The only place where you should offer multiple options – payments. Make sure your customers can pay with the payment method they already use and trust.
7. Prove You Are Legit
If the buyer wasn’t familiar with you or your company before he landed on your WordPress theme offer, he’ll have a lot of reservations about purchasing your theme.
Assuming you did a great job presenting the strengths and benefits of your WP theme to the potential buyer, he will start to research information from 3-rd parties about you, your product and service.
You can’t control how this process goes if it happens outside of your website. But what if I told you that the buyer doesn’t have to leave your website.
That’s right. You can display all of this information right here on your website, so that the buyer has one less reason to leave your website (even if he intends to come back later).
Here’s how you can do it:
1) Testimonials. Really powerful stuff. It’s something that users shopping on the Internet now expect to find. Use it to stomp down any remaining objections that your potential customers might have about purchasing your theme.
2) Case studies. Show potential clients how your themes have already been used in situations similar to theirs. How you helped to improve e-commerce website’s bottom line, how your theme’s design and thought through social sharing options helped a blog to get more exposure form their articles.
3) Social proof. Not only customer reviews can count as social proof. Things like number of purchases or number of times the theme is shared on social network can also act as a powerful motivator to purchase your product.
Over To You
Did you find any of these tips useful? Do you think you’ll be able to increase conversion rates of your WordPress themes now? Do you believe in the power of aggregation of marginal gains? Or do you still believe that if you build it, they will come? Let me know in the comments section below.