I believe any business would fight to get the secret formula or code of this sales machine capable to generate unlimited number of leads to be converted into customers for 24/7 with No breaks, No Offs, No leaves, No complaints, and No so forth.
Yeah, it’s indeed the rock crusher that turn out the rock powder into gold. It’s serious! We’re talking about your goldmine WEBSITE.
Yes! it’s your ultimate bonanza and digital goldmine asset that needs your urgent attention. Why? Because you can turn it into sales machine that works for your business every single hour of each single day around the year.
How? Well, when you’re planning to hire your next sales champion the first thing you do is setting your overall requirements or expectations from your ideal candidate. Right? The same approach applies here to your digital sales machine.
Fair enough? How would you describe your ideal website that generates sales then? Great! Let’s look at the 5 Untold Secrets of The 24/7 Digital Sales Machine:
The UVP (also can be used interchangeably with USP or Unique Selling Proposition) states clearly what is unique about your solution or your business? Why you’re different and worth grabbing attention of people? So, the battle is not even selling your product but it’s how to attract initially your customers’ attention in such “Red Ocean”.
In other words, how to drive traffic from this red ocean to your website then how to convert it into leads then customers? For instance, if you have to reduce your bounce rate so extending the time your visitors spend on your existing website is initially linked to the exposed UVP on your home or landing page.
Dane Maxwell set a simple formula in getting this UVP equation. Hey! Wait a second. Who’s this guy behind this formula? Did you say ‘Dane Maxwell’? Oh, Yeah! You can access his website to learn more about his interesting story and work. I also learnt about him while doing the exercise of Lean Canvas Model first introduced by Ash Maurya.
Back to Maxwell’s formula, here is the UVP equation:
Instant Clarity Headline = Customer Wants + Specific Time Period + Address Objections
Brain Freeze? That’s Ok, we’re all rowing the boat gently down this learning stream. To put it in simple words, this is your unique selling proposition or USP that describes clearly in a short sentence what you do and the benefits of using your product or service. Obviously, you may elaborate more on this statement in your “About Us” section for example.
Above all, let’s look at some examples of UVPs from world leading brands for inspiration purpose:
Did you notice something about those UVP statements? Yes, they all consist of one to five words maximum that would tell a lot about your business and your brand.
Do your target audience really have the problem you believe they have? I’m pretty sure they have a problem that should grab their attention on your website. It’s obvious! After that, they landed on your homepage for a reason. Similarly, something that trigged their subconscious mind to click on your link via any search engine for instance! Right?
Again, our dear friend Dane Maxwell set a simple formula for this second secret called THE PROBLEM:
Formula = Explain the problem using your customer’s words
This looks like our simple UVP we discussed above but it should follow with little bit details about the real problem.
Hold on a moment! Maxwell said that we should explain the problem in our customers’ word. How? Simply he means something similar to this:
‣ NeilPatel — ‘ Your Email Marketing Isn’t Working Because No One Gets Your Emails and Here’s How to Fix It?…’
‣ Charity Water — ‘1 in 10 people lack access to clean water. We’re on mission to change that. Here’s how?…’
‣ Conga — ‘Who gets excited about paperwork? Nobody, that’s who. However, it’s a critical part of your business…’
Above all that, the pain trigger is a key here while stating the problem that keeps your audience awake over the night!
Our third secret is also called the product or the service that solves the previous problem. As of now, we’ve just discussed our UVP or the Unique Value Proposition further our problem statement that speaks loudly in our customer’s words. But, that’s a great inception for this homework because customers care first about their problem then our solution follows eventually.
The question is how to put it on our website homepage or landing-page? The logic says that we promised our customers to solve their problem based on a simple headline that grabbed their attention then landed a successful click via a search engine or a social media ad. Isn’t it?
Now, we should elaborate more to explain how our product or our service can do it in a plain sailing statement. Let’s look at some of the top business disruptors you may never heard of out there:
‣ Indigo Ag — ‘Harnessing nature to help farmers sustainable feed the planet. Alongside growers and buyers, we are building asystem responsive to demands for high quality and sustainability food and fiber. Indigo develops microbial and digital technologies that improve grower profitability, environment sustainability, and consumer health.’
‣ Casper — ‘Hi, we’re Caspar, the sleep company. We’re here to awaken the potential of a well-rested world. Our researchers, designers, and engineers at Caspar Labs spend their waking hours studying sleep and creating products based on real customer needs and feedback. The result? The most innovative sleep products that no one else had ever dreamed possible.’
‣ Peloton — ‘We loved cycling but had a hard time finding a workout that consistently fit our schedules, and our at-home workouts never felt quite up to par. So, we set out to create a world-class indoor cycling studioexperience on your time, and in the comfort of your own home. We use technology to bring group exercise — benefits and energy included — right to your home.’
You may wonder, Ok! But this doesn’t fit my small business case while you mentioned some new disrupting technologies in old conventional industries.
I totally agree with you! This is for the sake of inspiration and explanation only. The secret about it is why not benchmarking yourself always against the best of the best? Are you serious? Yes, why not? Let’s shoot for the moon. Even if we miss it, we’ll fall among the stars. Isn’t cool?
Again, our dear friend Dane Maxwell placed a nice formula again for this attribute as easy as falling off a log:
Formula =Product Name Helps You Do [Main Solution] + Say Goodbye To [Problem(s)] + Hello To [Benefits] + You Get [Features 1; 2; 3]
Let’s assume that you’ve got 100 visitors who just landed now on your website. Well, they clicked on your ‘flashy’ UVP headline while searching on any of those search engines be it Google, Bing, Ask, Baidu, or Duck Duck Go for example.
Now, I believe those visitors are still looking for more about you or specific requirements they couldn’t see somewhere else the reason why they’re visiting your website.
On the same line of thought, there are 3 types or levels of traffic you should expect: hot, warm and cold. Hot means automatically a case of urgency the kind of “I’m thirsty! I need water” so your website should serve quickly “glass of water”.
Right? What about a user who’s in a ‘warm’ state? Still in a real need of something but requires either more time to trust you or can’t find a very well exposed credibility stamp on your site. Cold traffic is the most difficult to keep on your site because they have different reasons how they reach your homepage. Sometimes is just by coincidence with no clue about who you’re? But still there is a chance to keep them await if you successfully gain their trust in the first 3 seconds.
One solution to show credit on your digital house could be simply partnering with trustworthy brands in your local or regional market. You may ask what if I’m new? Then, ask for some recommendations or kudos from your network can borrow you the cachet status. Does it seem too difficult? Not at all!
Sometimes, a simple change on your web page does the needful alike e-commerce sites where statistics show that customers are 46% more likely to trust these stores they never heard of before if the site states clearly a customer service number with full address details.
As of this level, we’re still surfing on a ‘surface credibility’ where first impressions count to earn the trust of those hot, warm or cold visitors.
Then, turn their first visit into an ‘earned credibility’ so the ‘reputed credibility afterwards’. Here below a list of tips to reach this status:
✓ Take care of your website’s graphics and visuals. Avoid crack & breaks!
✓ Ensure to show your hotline, customer support number and the physical address.
✓ Borrow social testimonials on your site increases trust up-to 88%.
✓ Get cachets or stamps from other trusted brands or authorities.
✓ Use human touch on your site and it would be great to show up your own genuine photographs of your team.
✓ Always keep your eyes on your website’s load time for both mobile and desktop. You can use Page Speed Insights of Google to monitor that.
✓ Put and show “Guarantees” on your website. The best line would look like: “if you don’t like our product, call or email us and we’ll refund it immediately for you.”
The purpose of marketing your UVP, wording your customers’ problem and then suggesting the solution, while you’re striving to keep those visitors engaged scrolling down your website, is to get them take some desired action.
Right? Nice, the question now is how to develop an effective Call-To-Action on your website? Let’s learn by examples of some of the 3 best rechecked CTAs just for you out there:
NetFlix — “See what’s next.” — “WATCH ANYWHERE. CANCEL ANYTIME” — “TRY 30 DAYS FREE”
Netflix is applying the psychology of pain and pleasure. Usually, people love to entertain themselves and spend some pleasant time with their loved ones.
Similarly,they hate “financial commitment” or “try” something new. The reason why Netflix is giving 30 days trial free with the pleasure to watch the next Hollywood movie anywhere and anytime they want.
Also, the red color used on their“TRY 30 DAYS FREE” button triggers the user’s brains to TAKE ACTION.
CrazyEgg — “Make your website better instantly” — “Enter your websiteURL” — “Show me my Heatmap” — “Start your 30-day FREE trial. Cancel anytime”
Again, same technique used by CrazyEgg but in a different way. So, first-they’re inviting you smartly to enter your website address.
Then in order to make sure you’ll TAKE ACTION, a regular thin text clears out your mighty concerns just little bit down the warm cool blue button “Start your 30-day Free trial. Cancel anytime”.
Once you decided to type and see. You’ll be redirected to a new page asking please hand over your email and create your account. Again, “Start your FREE 30-day trial” message is always there tonsure that you don’t deviate or backward. That’s the MAGIC!
Trello — “Trello lets you work more collaboratively and get more done.” “Sign Up — It’s Free”.
This is another example of a cool warm website with an amazing CTA. First,when we look how they’re executing the color psychology in a very meaningful way it resonates with your common sense and answers your Why? So they use colors to pinpoint what people need to see.
When you land in the homepage, you feel yourself calm, zen and welcomed. The Pacific ocean color triggers this out.
Then when you start scrolling down, more secondary colors soften your experience and makes it super cool. What grabbed my attention is the CTA buttons placements throughout the site. the first one “Sign Up — It’s Free!” in Green color which is again calming and pushing you Go!
The second, it explains in a beautiful visual and text how it works and how it can improve your work and projects? The CTA button “Start doing” in a light grey color lures users to go to the next page and hand over their emails to create an account. This tactic, goes all through the site top-down in consistent warmer way. I say loudly: BRAVO!
Thanks for reading!
At your success