So this week I was the guest speaker for Dan Morris's weekly Mastermind group. Dan publishes an e-mail each Friday (Dan's notes) that I ALWAYS learn something from. So I was happy to reciprocate and talk with his listeners. (And, as it turns out, I just moved to the very same city Dan lives, so we're not far from each other.)
Here's what Dan wrote in his Friday note about our hour-long conversation: “The bottom line is this: If you want to convert more window shoppers to customers you have to combine logic and art. You have to use both the right and left brain, analyzing and creating. Ask yourself these questions:
- What do you want your customer to do right here on this page? (If you can't answer that, then we're not ready for a website conversion discussion yet.)
- Is it extremely clear that's what you want them to do? Are you giving them mixed signals like an opt-in box on one side and a buy button on the other?
- Do others agree with you? Can they tell you what the most important part of the page is – and does it match what you think?
- Have you matched the goal of the page with the mindset of the customer? It doesn't matter whether you're inviting them to something, selling something or asking them to opt-in, Sue Painter says you need to meet these three requirements:
- Does it fulfill a compelling need?
- Does it fulfill an urgent desire?
- Do they want its deep rooted benefit?
If you can successfully work your way through those questions, you'll have made great strides towards better conversions.
The last part is A/B testing. Things like colors, headlines, backgrounds, copy – they all matter. So start testing options and start winning! If you think you're 100% on target with everything above – then you likely have a target market problem. Where is your traffic coming from? Are the people you want to come to the page coming, or are you attracting someone else to the page that you didn't intend? That's the analytical part of the whole thing. Do the numbers match?
If you'd like to listen to the MP3 you can join into Dan's weekly mastermind (it's free) at this link:
Meanwhile, go look at your website's pages and make sure they can tell what you want them to do, on every single website page. Here's to your continued confident marketing.