Making conversion relevant to customers
How often have you visited a website — any website — just to be bombarded with numerous ads urging you to sign up for their newsletter, use a coupon, etc.? My best guess is that it occurs pretty frequently. Ever Googled something and found a search result that was EXACTLY what you were looking for, only to click on it and be enticed behind a paywall? Certainly, we all have.
I’ll tell you a tale. William of Ockham, a philosopher, developed Occam’s Razor in the 1300s. [As an aside, detectives and others still employ this idea today.] The entire idea puts simplicity first in two different ways. First, the simplest solution is likely the right one, and second, entities shouldn’t be multiplied out of necessity.
Many businesses in the business world reject these. They keep adding widgets until there is nothing left of the website (other than widgets), pop-ups that merely make visitors want to quit, and/or so many calls to action that visitors become perplexed and give up altogether rather than taking any action.
Consider searching for a specific item on Amazon, like a TV. On Amazon, there are hundreds or even thousands of TVs. How is a buyer expected to choose which? Using reviews? Using rankings? Alternatively, what if they decide to leave Amazon and visit their nearby Best Buy to see them for themselves?
Decision-makers in many businesses are so enamored with the newest and best technology that they stack one piece of technology on top of another to the point where, when a customer visits their website, they don’t even see the business’ website, only the abundance of technology popping up here and there, and they are presented with so many calls-to-action that they don’t know what to do when all they wanted was information on a toaster.
This customer experience or presentation does not exclude our industry. Clients merely desire information. Increased conversion rates, engagement, and sales will result from having a neat, well-optimized website that provides clear directions that take a customer on a trip from the top to the bottom of the funnel.
What causes you annoyance when you visit a website? Most likely, they are the same issues that annoy your clients. Since there isn’t a “fork in the road” with only two destinations, but rather a road that travels 20 different places without a clear destination, the client decides to turn around and head back.
Ensure that your website is well-maintained, optimized, and provides the customer with the options they desire. That will result in higher conversion rates. not be required to pay for them.
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