While there’s nothing new about businesses persuading potential customers to buy or try their products and services, digital marketing has changed how persuasion tactics work to generate leads and sales nowadays.

Instead of waiting for pushy salesmen to ring the doorbell or watching TV commercials jammed into high-priced time slots, potential customers these days don’t mind taking the first step and searching for things they want online. It’s like your prospective customers are lining up to come into your store. The least you can do is welcome them nicely and give them what they are looking for.

Such a simple phenomenon – right? And yet it’s amazing to see how so many business websites tamper with this basic concept and manage to screw up  the user experience on their site, only to see their conversion rates plummet.

So one thing should be clear for you: your website should make it as easy as possible for your site visitors to complete your desired action. Given below are a few subtle persuasion tactics that can help you gently propel your visitors to complete your site’s conversion goal(s):


1. Emphasize Your Value Proposition

With websites leveraging the power of A/B testing more than ever before, it is amazing to see that few webmasters actually understand how important it is to hypothesize a strong value proposition. After all, this is what distinguishes you from your competitors.

  • List 2-3 main benefits of your product/service and use them to make 2-3 different, convincing value propositions, one to emphasize each benefit. Test them to see which ones work the best for your conversions.
  • Clear and hard-hitting propositions that are conveyed in visitors’ language (explaining, “what’s in it for them?”) often get most favorable responses. Propositions that outweigh perceived costs of a product or service with their perceived benefits create higher motivation for the site’s desired action and are usually most effective.

2. Try Secondary CTAs

Okay, so most of us do understand that calls to action (CTAs) should be clearly visible to visitors. These should be perfectly placed – preferably on the right of page header, but test if the center of the page maybe works better. The color of the CTA button should be in contrast with its background.  It should preferably have a good amount of whitespace surrounding it. And the button text should be precise but also explain what exactly can visitors expect after clicking the CTA button – a fitness e-book download? Registration for an Accountancy course? Or, anything else under the sun that you might be offering. This is all basic stuff that you probably have implemented on your site already. If not, you definitely should test them out.

Something that may be new for your site is including secondary CTAs, a new conversion trend that can often increase conversions of your business website.

There are a few things that you need to consider when you try this is:

  • Know which is your primary CTA and make sure your design distinguishes it clearly from your secondary CTA, like it is given in the image below from SignalApps.com:


  • Your secondary CTA should also convince people in some way to take action for your primary CTA (like, sign up for a Literature course can be primary CTA and Download Brochure for the Literature course can be your secondary CTA). You can see an example of secondary CTA in the image below from Wufoo.com:


3. Show Your Product/Service in Use

Video marketing has evolved a lot in the past few years. And good, high-quality videos that explain benefits or use of your product/service can mark a good leap in your conversion figures.

4. Spot Missing Opportunity Pages of Your Website

A good example here is the login page or the blog sidebar, where you can place a small banner or form with your CTA. These are some of the most visited pages of your website and providing just another way for your customers to enter the gates is definitely not a bad idea. You can see how HitTail.com uses this on their login page:


See how Kissmetrics uses their blog sidebar to display their CTAs:

Now that you have so many ideas, please don’t forget to test them first. Taking them on face value might or might not work for your particular business website as every site has their unique visitor base and behaviour. Test for the winning variation and implement it permanently on your site for higher conversions.


Smriti Chawla is a Content Marketer with Wingify, the company behind the success of Visual Website Optimizer, one of the leading AB split testing tools in the industry.