Back in 2014, it became evident that rich media was one of the most effective methods for increasing sales conversions. This came after a period of time during which rich media content outperformed standard and animated display advertisements, especially in relation to click and view-through rates.
While this may be effective, it is also a relatively simple and conventional way for brands to increase sales conversions and it is not enough by itself, especially in a constantly evolving digital age where businesses are forced to adapt and change in a heartbeat to remain competitive.
Entrepreneurs must think creatively and consider applying unusual methods for increasing sales conversions. Here are three unusual ways to do just that.
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1. Embrace the Concept of Colour Psychology
The design of your business’ website is pivotal in driving conversions, especially in terms of its layout and overall ease of use. It is all too easy to focus on the structural design of your website at the expense of its colour palette; however, this ignores the impact that colour psychology can have on influencing customers. From passionate reds to natural greens, it is well known that individual colours trigger specific emotions.
To embrace colour psychology and use it to your advantage, you will first need to understand the general interpretations of individual shades. You can achieve this by breaking down primary, secondary and tertiary colours, before listing the emotive responses generally associated with them. Then, you can consider additional factors such as cultural and physical influences, as each shade has variable practical meanings within the international community. Your site also needs to be accessible to everyone, so consider how the use of colour will impact those who are visually impaired.
With basic colour psychology and your target market’s needs in mind, you can create a landing page that is tailored to the needs of your target audience in order to solicit desired emotional responses from them.
2. Be Bold with Your Core Messaging and Design Ethos
This first point underlines the fact that entrepreneurs must be willing to compromise when designing their website, as they ignore their own preferences and create a colour palette that suits the physical, cultural and psychological needs of customers. The same principle should be applied when adding content to your landing pages, both in terms of fonts and any underlying messaging. While it may be tempting to focus on stylish aesthetics and sales-driven messaging, for example, this strategy may not translate into high sales conversion rates.
This assertion has been supported by a recent Google study which found that it takes less than 1/20 of a second for users to form an initial impression about a specific web page or brand. With this in mind, you will need to be bold when formulating a design, even if this forces you to compromise on your core aesthetics goals. Try using large, striking fonts to highlight key messaging or calls to action, while also integrating large graphic symbols to represent actionable icons.
While these design elements may take some getting used to, they are far more likely to engage unique visitors and encourage higher click-through rates. Over time, this will translate into improved conversions and more profitable marketing campaigns.
3. Make Content King and Embrace the Traditional Sales Page
In the modern age, we have a tendency to use short, concise copy and abbreviations to communicate with those around us. This has subsequently become a central component of modern day design, meaning that the majority of brands now consider traditional long-form sales copy to be obsolete. However, it does not always follow to comply with modern trends and the fact remains that informative and engaging long-form copy can turn casual browsers into motivated customers. If you have already begun developing a viable content marketing strategy, you simply need to extend this across all sales and product information pages.
By partnering with a skilled and experiencing copywriter, it is possible to create compelling long-form copy that can add depth and relevance to your landing pages. The aim is to effectively engage curious readers who are unsure about your product or service, using insight and data to convince them to invest in your brand. This can have a huge impact on your business’ sales conversion rates, as it targets an often overlooked demographic that has a clear interest in the market but is unsure of which business to partner with. In this instance, a willingness to be bold and go against convention can actively benefit your business and its profitability.
As we can see, the ability to think and strategize in an unconventional manner can help distinguish your business in a competitive market. This is especially true when it comes to driving higher sales conversion rates. If you have any other suggestions, please let us know in the comments section below.