[Least Time, Least Effort, Least Cost] How to Improve Your Website and Raise Sales [And Learning It Takes Just One Day]
From ACIDHOUSE, INC., this is Tetsuya Ashida.
The issue is that we aren't doing much daily testing and improvement. At the same time, a major site overhaul would cost money, so is there a way to boost results by working on the text and small design changes?
This article answers that kind of question.
Why customers leave a site
In our daily lives, we choose what's beneficial to us and eliminate what's useless or harmful.
This is no exception when we use websites.
For example, have you ever felt something like this when visiting a website?
- The purchase button is hard to find
- The purchase process is too long
- The error message makes no sense
- I'm uneasy about my personal information when using the shopping cart
- I'm told about high shipping costs only on the final payment page
In fact, according to an American research firm, on the average e-commerce site, as many as 69% of customers leave for "reasons other than the product" like these.
In fact, even a single purchase button affects customers' buying psychology.
According to a top American marketer who studied as many as 40,000 landing pages, landing pages using a "Submit" button tended to have lower click-through rates than buttons with specific wording such as "Buy now" or "Read the newsletter for free".
The difference was as much as 3%.
Don't you think a "3%" difference in button click-through rates on mail-order or lead-generation sites is big?
God is in the details
The small copy written on purchase buttons and around input forms is called "microcopy".
- I don't know where to click...
- I don't really understand how to fill in the form
- The site is unhelpful because of insufficient explanation
Customers get lost because a website's small bits of navigation are insufficient, and as a result they leave.
Conversely, consider microcopy like this:
- Items ship within 24 hours
- No hyphen needed in the postal code
- No credit card information required for the free trial
These are places people tend not to look, especially right after publishing a web page or when they're busy running many measures.
However, many A/B tests have shown that simply adding or newly improving microcopy raises on-site browsing, and increases conversion rates such as click-through rates, product purchase rates, and member registrations.
You can put it into practice immediately at almost zero cost
That is the whole strength of microcopy.
What's more, learning it is easy: you just "swipe the success stories".
Attending a one-day seminar and putting it into practice is the fastest way to raise sales
Takuma Yamamoto (Yamataku) of Orecon is well known for microcopy, and I learned it by buying the following book and attending seminars.
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Response Up 1.5x by Changing Just a Few Characters of Text? I Attended the "Microcopywriting 1-Day Program" August 31, 2018
If you have this book, I recommend improving your microcopy right away, but if you don't, I recommend attending a seminar.
The reasons are the speed of learning microcopy in a single day, the fact that seminars are held intensively in April and May, and that success stories are updated and you can ask questions.
The success stories are especially important:
- A case where adding just two words to the purchase button raised the conversion rate by as much as 28.0%
- A case where swapping just two characters of text on a request-for-materials button increased sales 1.5 times
- A case where, in a lip-gloss specialty shop's cart, just adding the "free shipping" condition next to the add-to-cart button increased sales by as much as 60.1%
- A case where simply writing "Free!" next to the purchase button raised the member registration rate by 20.1%
Learning these is well worth it.
The seminar fee you're curious about is just...
Just 5,800 yen (tax included), apparently.
That's unbeatable value for both your money and your time.
What's more, a 30-day money-back guarantee is included, so it's truly no risk, high return.
If you want to improve your website and raise sales with the least time, least effort, and least cost, I recommend checking out the "Microcopywriting" 1-Day Seminar once.