Honestly, the title of this article is no joke, scam or con. In fact, quite the opposite. It’s free advice and you just need to try it yourself to see the results.
By ‘no media spend’, I mean no budget allocated to paid platforms, services or ads of any kind. Because this strategy doesn’t use any paid platforms. It is about optimising your website to increase the number of people who are already visiting to convert into the leads and sales that you need.
The strategy I am referring to is called Conversion Rate Optimisation (CRO); the practice of employing behavioural science and psychology to increase sales. And with people becoming ever more drawn to the online world, sites are the new stores, and so your site is where more optimisation needs to take place.
Possibly the most attractive aspect of CRO, is that the only investment you need to make is time. There are no fees, hidden costs or subscriptions. All you need to do is…
- Alter something on your page (using Google Optimize).
- Test the new variant against the original.
- Assess the results after a few months and implement the winning variant.
To prove to you that this works, here are some results from a client of ours (Fountain Partnership) that we followed this logic to optimise the conversions (CRO). Within the span of just four months, we increased their conversion rate from 3.16% to 8.94%. Now whilst they may seem like very small numbers, the true impact of this was that their leads increased from 262 per month, to 1249 per month. Those are not small numbers and it made the world of difference to our client. Financially, they were much better off, mentally, they were less stressed and calmer, personally, they could move on to greater things.
In reality, just increasing your conversion rate from 1% to 2% actually doubles your sales numbers. So, how do you do this? Well, whilst every site has its own nuances, there are a few generally accepted best practices that you could try out today, which I’ll run through for you.
Social proofing is the inclusion of third-party reviews, testimonials or support, eg. customer reviews, on your site. They are an important way of showing visitors that it is not just you that thinks your product is amazing, but many others as well. It builds trust in users for you and your product, making users more likely to buy.
There are several ways to do this. One of the most versatile ways is through Review Snippets. This is a Google code that takes ratings and reviews from review sites (yes, just like Feefo), then adds them to the search results. This means that your excellent 5 star rating is showing up, not just in ads, or on your site, but also in the organic results of search engines, giving you extra exposure. This is the official Google Review Snippet page for more info.
Of course, third-party review sites are the first step to this and a great way to include a more quantitative perspective of your product, by offering a rating, instead of words. These sites will often have a widget that can easily be added to your site to show off your rating and keep it updated.
On the qualitative side of this coin, written testimonials can also be added, so that potential customers can get a more in-depth idea of specifics about your product. What written reviews can also do is improve your Search Engine Optimisation (SEO), by increasing the number of times a certain term is included on the page, without making the copy unreadable. Google ranks pages higher when they are relevant, clear and do not shoehorn in terms, but have them appear as much as possible, naturally.
People are spending more time online than ever before. What is more useful to know, is that this is also a trend on mobile phone usage. Google even identified how 40% of people only search on their mobile in an average day, and that there are more Google searches done on phones than on computers.
As such, your site needs to show to this ever increasing audience. When optimising your site, make sure that the changes you are looking to make are compatible with mobile screens and are visible in these altered displays. Small, unreadable text, or sections of a page that are only partly visible are examples of mishaps to watch out for. There are several tools for mobile performance analysis but you can easily start by looking in your Search Console.
Having a clear call-to-action (CTA) may seem a very small inclusion, but it’s one that a lot of people greatly undervalue. If there are lots of buttons, links and menus on your page, all leading to a variety of other areas of your site, it will confuse users as to what the next step is to buying your product and they might even get lost on your site. Once again, as simple as this seems, see the increase from 262 to 1249 leads in four months for a reference to how much of a difference this can make.
With your page, try to have only one call to action that is repeated throughout the page multiple times. Have a button that clearly leads to the next step of the buying process, and have that button repeated on the page several times as well, to make it clear what the next step is and how to get there.
But remember, when making changes to your site, split-test (A/B test) the changes. Ensure that the original, unchanged page remains live and receives 50% of the page visits and that the new, altered page gets the other 50% to make it a fair test and truly see which one converts at a higher rate. And when your test is complete, wash, rinse, repeat; as there is always something that can be improved.
And there you have a media spend free way to increase your conversions, improve your financial position and rid you of stress.
David Cooper, Marketing Manager at Fountain
Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.
David Cooper is a Marketing Manager at Fountain Partnership. David leads the strategy to promote a world-leading digital marketing agency, and its values-driven approach to growing businesses.
How can we help?
How can we help?