In Business

Double Your Revenue by Optimizing Traffic, Conversions and Upsells

You have poured your heart and soul into your business. You’re confident that you are offering services and solutions of value, backed by the highest customer service.

So, why aren’t prospective customers doing the one thing you need them to do most? The one thing every aspect of your digital marketing campaign is designed to motivate them to do? If you want to increase revenue, then optimization strategies are the next step.

Don’t stress. Optimizing the online purchase process is an art and a science.

No matter your industry, offering, value proposition, or solution price points, by implementing our expert optimization strategies, you can boost traffic, increase your conversions, and amplify revenue with upsells and cross-sells.

The final result: DOUBLE your annual revenue. It’s all about the small details along your prospect’s journey toward being your client.

Follow these checkout optimization best practices to increase sales and double your revenue.

How to Increase Sales Page Traffic

If you build it, they will come. Right? Sorry, but not always.

A foundational strategy for boosting your revenue is to amplify the number of prospective customers who reach your website and who investigate your service and solution offerings.

Why? Because landing on your website homepage is not enough to ensure a purchase.

Below are three strategies to increase traffic to your checkout page:

Link Ads Directly to Campaign Sales Pages

If you are running digital advertising to promote your products and services, increase your chances of your prospects making a purchase by linking your ad directly to an associated campaign landing page with purchase information and pricing.

If your prospect wants to know more about your company, they can easily navigate to the information. However, once your ad captures their attention, you’ll want to limit the number of steps a prospect must take to find purchase information and make the final purchase.

Think about it: If you clicked on an ad promoting an executive coaching conference, and ended up at the speaker’s primary website, how much effort would you put into finding the conference information and making a purchase?

Chances are you wouldn’t try very hard to locate information about buying the program. To expedite that transition from ad to landing page for the prospect, linking digital ads directly to your purchase page will increase traffic and revenue.

Target Competitors’ Branded Keywords

If paid ad words are part of your strategy (and they should be), take your marketing from ‘novice’ to ‘ninja’ by targeting not just your keywords, but your competitors’ branded keywords.

This strategy allows you to bid in your competitor’s keywords and prove why your offering is the better choice. You’ll also be redirecting traffic away from your competitor’s website, to yours.

Not only is this an effective ad words strategy, but it can also be leveraged to reach customers in their inbox. By targeting your competitors’ branded terms as part of your Gmail ads strategy, you can reach prospects who are in the market for your competitors’ products, or even your competitors’ customers.

If they are unhappy and considering making a switch, then seeing your ad in their inbox may be the motivation they need to check out your pricing page. Bidding on your competitors’ branded keywords is an impactful traffic-growing strategy to boost checkout page views and ultimately increase revenue.

Analyze and Optimize Your Attribution Models and Conversion Pathways

Once you have three to six months of website traffic and conversion data available, take a deep dive into where your most valuable customers are coming from and reallocate more of your time, effort, and ad dollars to bolster those channels.

To increase revenue, focusing on those access points and doubling down is KEY.

For example, you may realize that very few prospects who reach your website from organic search go on to make a purchase. (Note: If this is the case, you may need to revisit your keyword and ad word strategies).

If instead, you find that your social media ads are driving prospects to purchase—and to choose your highest priced product—then you’ll be able to make an informed decision to reinforce your social strategy. By understanding how your most valuable customers are reaching your checkout pages, you can grow traffic and increase revenue.

Optimize Checkout Page Conversions

So, you’re successfully driving people to your landing page.

The question then becomes: how do you get people to click that critical “purchase” button on your landing page? Once you get prospects to the point where they have investigated your service and solution options, how do you get them to take that action and make the purchase?

Here are 9 tactics to optimize checkout page conversions and ultimately increase revenue.

1. Offer Fewer Choices

Resist the temptation to offer unlimited customizations, packages, products, and solution variations.

While a lengthy product list may be a benefit for a summertime ice cream shop, if you are a product or service-based business, offer too many options, and you’ll risk overwhelming your prospects and driving them into the arms (and checkout pages) of your competitors.

Start with a limited number of packages or products. If you are a service-based solution provider, consider tiered packages that address the most common needs of your prospects. For example, if you are a website platform, perhaps you offer looks like this.

This type of tiered offering spans the continuum of most of your customers’ needs without alienating prospects during an overwhelming sales process.

Click here for more insights on how to package and productize your knowledge to help you get started in creating tiered pricing.

Bonus Ninja Tactic: Structure your tiers to make your lowest-cost option least desirable. By not including something most people will consider vital, you will move most purchases into the middle or highest cost tier.

This is an effective tactic because of a psychological phenomenon called the “asymmetric dominance effect” or the “decoy effect.” Seems complex, right? It means that people are likely to have a change in buying preference between two options when also presented with a third option that is notably inferior to the others.

2. Create a Sense of Urgency

Limited time offers, introductory rates, and limited-edition products leverage the power of supply and demand. By creating the impression that any delay in clicking the checkout button could result in a missed opportunity to gain a deal, you can motivate hesitant shoppers.

Specifically, you may add a special bonus item in the form of a digital product or downloadable resource to your coaching package, or a pair of event tickets to your platform subscription service.

Incentivizing short-term purchases is another way to encourage sales. For example, encouraging prospects to “buy now to earn free shipping,” or a “15 percent discount that expires at midnight,” may help improve conversions.

Also, don’t underestimate the power of the countdown clock. By adding this dynamic visual feature to your checkout page, you create feelings of pressure to purchase that can motivate hesitant buyers. Creating that visual sense of urgency helps drive purchases and increase landing page conversions (and will ultimately increase revenue).

3. Optimize Pageload Speeds

If you’re like most consumers, you are suspicious of websites that slowly spin, loading content incrementally with each click.

Not only do website speeds impact your customers’ experiences and their positive perception of the professionalism of your brand, but they also affect your revenue. 47 percent of shoppers expect websites to load within two seconds, and 40 percent will abandon a site if it takes more than three seconds to load.

That means you have a small margin of error (literally one second) to minimize the chance of a lost sale.

Tactics such as optimizing photo sizes, server size, and implementing caching technology can help improve site speeds. The bottom line: faster site speeds and page load times will boost checkout page conversions.

4. Offer a Moneyback Guarantee

This strategy is particularly impactful for new customers. Anyone purchasing a new, unfamiliar product or service will be more comfortable completing a sale if they are confident that they can obtain a full refund if they’re not satisfied with your offerings.

Adding a graphic or dedicated money back guarantee language to your checkout page creates a sense of confidence and trust in your offering from your buyers and can increase your conversion rate.

Bonus Tip: Make sure your online payment transaction software offers a seamless process to issue a full refund. An inability to issue funds in a timely manner may damage a relationship beyond repair.

5. Don’t Require Pre-Purchase Hoop Jumping

Don’t force your customer to jump through a bunch of hoops, filling out more information than needed, before they give you money. For example, if someone is buying 4 tickets to a live event, don’t force them to register all their guest information on the checkout page. Take the money for the 4 tickets, and have them register the guests on the thank you page, or follow up with them closer to the event date.

According to KISSmetrics, 23 percent of shoppers will abandon a purchase if they are asked to register before checkout. By adding a guest checkout option, or collecting additional information after they complete the purchase, you can mitigate lost revenue.

The goal is not to make it cumbersome to complete a purchase, and not ask customers for too much personal information. It may feel too invasive and turn them away from making a purchase. You can always follow up and collect more information after the purchase.

6. Make Sure Your Checkout Pages are Mobile Optimized

According to an April 2019 report from OuterBox, seventy-nine percent of the over 230 million U.S. smartphone users have made an online purchase using their mobile device in the past six months.

If your product landing pages and corresponding checkout pages are not mobile optimized, you risk seeming less legitimate and losing credibility in the mind of your prospects. Worse, you risk them navigating away from your checkout page in frustration without making a purchase. Make it easy and enticing to make the purchase on mobile.

Bonus Ninja Tactic: If your personal brand website needs an upgrade, including mobile optimization, but you’re worried about cost, click here to learn how to build a personal brand website on a budget.

7. Optimize Your Landing Page

If your website traffic data tells you that your sales pages have a high bounce (i.e. abandonment) rate, and low rate of repeat visitors, then there may be a disconnect between what prospects were looking for, and what they found.

Depending on your offering, your sales pages may benefit from:

  • A streamlining headlines and copy to be more benefit oriented
  • Better visual representation of the product and the benefits it provides
  • More detailed descriptions regarding what is included in each service or solution to reassure the buyer they are making a sound buying decision, and ensure they know what they are getting for their money

8. Create a Remarketing Campaign

Remarketing campaigns are used to target search or social ads to people who have visited your website but not made a purchase. If you think about it, you’ve likely experienced this tactic as a consumer. Perhaps you’re in the market for a new car, so you complete some initial research on hybrid vehicles. Now you’re seeing ads for a specific hybrid vehicle in all your social feeds. If the car manufacturer does its job right, then those ads will keep their vehicle top of mind and will motivate you to learn more and eventually request a test drive. The same strategy applies to your business.

Remarketing can be an incredibly effective strategy for encouraging conversions of both primary products and service or time-sensitive offers.

In the seemingly limitless digital stratosphere, brand interactions and customer journeys are often fractured, which means a significant number of your prospects are not likely to make a purchase on their first visit to your website. Remarketing keeps these interested and engaged prospects who need a little more motivation in the bottom of your sales funnel. This ultimately helps you increase conversions and increase revenue.

9. Streamline the Checkout Process

The last thing you want to do is lose your prospect’s trust right before they turn over their credit card information. Data from Business Insider shows that approximately $4 trillion worth of online merchandise was abandoned in online shopping carts, proving how critical and precarious the online transaction process is for businesses of any size. If your customers have to navigate too many screens, are forced to interact with pages that are not secure, inconsistently branded, or seemingly untrustworthy, you risk losing a potential customer.

And with that loss is also the loss of the upsell, cross-sell, repeat sell, and testimonial.

When you consider how much is on the line, you can’t afford not to leverage a reputable payment gateway solution. Mitigate your risk of shopping cart abandonment and checkout friction by taking these steps:

  • Eliminate unnecessary steps in the checkout process. This includes multiple screens, requiring login to proceed, or providing unnecessary form fields.
  • Accept multiple payment types. Shoppers have a variety of preferences when it comes to transactions. By allowing payment via credit card, Stripe, PayPal, and other trusted merchants, you legitimize your brand and are more likely to offer the form of payment your customers trust.

Would you rather sign more contracts, or sell fewer higher cost contracts? Revenue optimization is about more than increasing the total number of purchases. It’s about increasing the size of each deal.

Increase Revenue with Upsells

Upsells are a great way to increase your revenue up to 30-40% or higher. The important thing when implementing an upsell offer, is that it needs to be something that obviously compliments what your customer is already buying. It must be something that the customer can quickly see the value in and can make a quick “no-brainer” decision to add it to the order.

Upsells are also often called “one time offers” (or OTO’s), and are usually offers that are either discounted substantially, or are full price and include an awesome bonus to sweeten the deal.

Below are three critical strategies to increase upsells and revenue:

Add a Free Offer as Motivation

How many times have you made one more small purchase to earn free shipping? The same tactic can be applied to any industry or service. People love getting something for free, even if they have to spend a little more to “earn it.”

  • Offer a free digital product to the offer stack, sweetening the deal (without any materials cost to you).
  • Offer a free signed copy of your book to anyone who chooses the “gold” over the “silver” package.
  • Give away free entrance to an exclusive meet-and-greet with your conference keynote speaker to anyone who buys the multi-day event pass.
  • Offer free hosting for anyone who purchases your platinum website security package.

It may seem counterintuitive, but when done right (and with great messaging), giving away something of perceived value for free as a ‘thank you’ for a more expensive purchase can increase your annual revenue exponentially. Not only that, but you’re providing the buyer with more access points to you and your services, and consequently more portals for continued engagement and commitment to your brand.

Add a One-Click Upsell Offer

You can increase your average deal-size by adding a pop-up offer to help upsell your customer on additional services or products. For example, if your prospect is about to purchase an annual subscription to your email automation service, before they click “checkout,” present them with a pop-up offer to save ten percent by joining a two-year subscription. Your customer will feel like they’ve earned a deal, and you’ll benefit from more recurring revenue and a longer-term customer relationship.

Add an Order Bump

Similar to a Pop-Up Offer, an order bump is a supplemental offer that you introduce to your prospect before they make their purchase. The order bump is presented as a checkbox on the offer form, and ultimately increases cart value while increasing the potential value that you get to provide to your new client in terms of your services, digital services and more.

Final Thoughts

Increasing traffic, conversions, and upsells are the trifecta of revenue amplification. We’ve just outlined 15 proven strategies to help you double your revenue through optimized digital marketing efforts and checkout page excellence.

Increasing traffic, conversions, and upsells are the trifecta of revenue amplification. We’ve just outlined 15 proven strategies to help you double your revenue through optimized digital marketing efforts and checkout page excellence.

Try one or try them all, but remember to track what you’re testing and use data to inform your decision-making. It is only by understanding your customers’ behaviors that you can learn the best combination of messaging, offers, and interactions to earn their business.