So, how do we increase conversions? Well, itâ€™s easy â€“ in concept! You simply track what you are doing and test new ideas. Donâ€™t go to a web designer and say, â€œI need to have this nice web design and itâ€™s going to say this and say thisâ€, without knowing what your customers want you to tell them.
This is the thing about the web; I can click away from your site in 9 microseconds if I choose. We are looking to have engagement with people if you want to use your web application to increase your prospects.
It is not something that you can get somebody to design, just put up there and say, â€œOh, well Iâ€™ve done everything I need. Iâ€™m just going to wait for the traffic to flow and the conversionsâ€. It doesnâ€™t work that way.
Tracking and testing is absolutely essential, and you can do this with free tools. Track with something called Google Analytics which is free from Google, and test with something called Google Website Optimiser which is also free from Google.
What Google Website Optimiser allows you to do is to put two ideas randomly in front of your prospects and Google handles all the machinery behind it, and then you can test which of the ideas is more palatable to your users.
Remember, you have to think externally. You cannot afford to think internally, â€œWhat my company wants to project, what I want to tell peopleâ€, because frankly people arenâ€™t interested in what you want to tell them. They are only interested in finding a solution to their problem, at least on the web, because you have no relationship with them. The work I do is â€˜engage themâ€™. And you can engage them by testing the ideas that they want to see, and tracking to see which of those ideas works.
Itâ€™s a simple concept. You might say, â€œWell okay, but it takes time and it takes a lot of effortâ€, yes, it does, but you have now moved on from this immediately because at least you will know what is not working and what you need to change; which pages people are going away from immediately because they donâ€™t like what they see; how your navigation works â€“ all comes from tracking, and then you can test hypotheses by saying, â€œWell, I wonâ€™t talk about us, I will have a page about youâ€. So youâ€™ll talk about your customers, because thatâ€™s what people like to read; they want to read about themselves.
So, instead of having an About Us page, you have an About You page, and there you can tell the people who come to your web pages who you want to work with. So, if youâ€™re an accountant in Dulwich or wherever it is, and you only want to work with people within a 50 mile radius, you have a page about you which says, â€œIâ€™m an accountant in Dulwich, I donâ€™t want to travel; I only work with people within a 50 mile radius. If youâ€™re not, please, Iâ€™m not interestedâ€. And at least you have engaged someone, because they go, â€œEhh, piss off, I donâ€™t want the workâ€, but at least youâ€™ve engaged them. They know what to do and what not to do. Whereas with an About Us page you go, â€œOh yeah, company set up in 1991, always profitable, blah blah blah, boring boring boringâ€. Youâ€™re not telling me anything that Iâ€™m actually interested in; youâ€™re telling me something that you are interested in, which is fine, but Iâ€™m not interested in reading it.
Conversions are about taking an external view of what your customer wants to read, not what you want to present to them. And itâ€™s about tracking and testing. Iâ€™m not trying to pretend that this is easy; this is long, drawn out, and needs lots of effort because youâ€™ll be testing ideas all the time and youâ€™ll be tracking them, having to make connections where they are important.
Hopefully Iâ€™ve convinced you that conversions are what matter and not traffic.
So how do we make more conversions happen?