For most websites, increasing conversion performance isn’t terribly challenging if you ask the right questions. The problem is that the right questions are usually the exact OPPOSITE of the ones actually being asked.
Usually the first thing that we get asked is something that boils down to, “What can we do to our website to make it better?”
What the business owner doesn’t realize is that the answers to that question are probably making things worse instead of better.
The much better question to ask is, “What can we STOP doing on our website that’s screwing it up?”
The very first thing you need to figure out is what you want someone who visits your website to do. Then you make it as easy as possible for them to do that.
Shhhh. That’s the magic formula.
How do you make it easy for your website visitors to do what you want? By getting rid of everything else that ISN’T bringing them closer to that desired action.
Don’t give your visitors ten different options, give them one, or two tops. Focus. Edit. Resist the urge to add more or make your website “cool.”
Here’s a real world example…
The Weather Channel wanted to increase conversions on a premium subscription service they offer called Notify.
Here was their original landing page, take note of all the seemingly wonderful detail they provided the reader:
After some thorough testing, below was the winning landing page. You’ll see that at least half of the original page is GONE and has been replaced with a big and impossible to miss call to action button telling the visitor EXACTLY what they should do next:
If this was your website, you’d be happy with a 10% increase in conversions, right? Well this new page resulted in a 225% increase!
That means that if this service was generating $100,000 a month, it’s now generating $225,000 a month. Not by ADDING, but by taking away the clutter and giving the page more focus.
How can YOU make it easier for your customers to take the actions you want them to on your website?
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