One of the biggest frustrations many shower screens business owners have is with their website, and specifically that their website does not covert as many visitors into prospects as they would like.
This can be despite them having invested in a website that looks visually appealing.
They may also be spending money on paid advertising such as PPC on Google or Facebook to generate traffic but are not seeing much of a return, if any, on their advertising budget.
When we consider all of the above it is clear what the problem is and that is poor conversion, and one of the primary reasons for that is that the content, sales copy and even the design of the website do not spark enough psychological triggers that will induce visitors to take action.
By taking action we do not mean simply reading the content or clicking through to another page, but action that takes them further along the sales funnel, such as clicking a button to request more information, entering their email to be sent a free online brochure, or simply picking up their phone and calling the number they see at the top of each website page.
When we say psychosocial triggers, we are not talking about using some blackhat hypnosis tricks that turn your website visitors into something akin to a compliant automaton.
Instead, we are going to use valid, legitimate, and proven means of gently persuading visitors to take a prescribed course of action on your website that brings them closer to becoming a client. Here are seven of them and how they work.
#1 – Social Proof
Individuals look for others to lead the way so that they can be sure they are making the correct decision.
As such, ensure that your website has lots of testimonials, reviews, and case studies ideally backed up with images of real customers and their shower screens.
#2 – Reciprocity
This is where the saying “You scratch my back, I’ll scratch yours” comes from. In other words, if you do something for the customer, they will reciprocate.
Prime examples are offering them a free report on modernising bathrooms in return for their email address or a discount voucher if they call your sales team.
#3 – Loss Aversion
To most, a loss hurts twice as much as the pleasure from a win, so loss aversion is a huge psychological trigger.
Ideas you can use include money-back guarantees, and using sales copy that discusses the pain of using shower curtains and not having a new shower screen.
#4 – Scarcity
Do you remember when, during Covid, some store shelves were emptied due to beliefs that certain items were in short supply, including loo roll?
That same scarcity trigger can be used by limiting how many discounted installations you are offering or a countdown to when a promotional price will end.
#5 – Remove Choice Overwhelm
This catches a lot of businesses out where they have web pages that offer every product they have.
This often confuses consumers so much that instead of choosing one product they choose none.
Avoid this by making pages limited to one or just a few products to avoid overwhelming visitors with choices.
#6 – Anchoring
This is a great tactic if used correctly. It works by consumers seeing high prices which are anchored, but they are then delighted and more willing to purchase when the actual, lower price is revealed to them.
This works by showing your highest-priced products and services first.
#7 – Clarity
When people are confused or unsure about something they tend not to make decisions or take action.
This is why you must check that everything on your website is clear and that you remove any technical jargon that only you and your staff would understand. Also, ensure that all calls to action are unambiguous.
