You know when you understand a subject. You can quote all the stuff you’ve learnt from others and… wait!
Nope. It’s the things that come back again and again in different forms from you experience.
Magic Bullets v Cold Digital Truth
A website developer friend asked me to look at a business and help with their online marketing. Easy, right? Not this time. The prospective clients had an idea that one thing would work (Google Ads) and that was it. When I went into detail (their business can be described as medical) about not being able to target people by medical condition, not guaranteeing an outcome and quality score for landing pages they were lost (the Google guidelines are absolute.
I wrote an Action plan that covered all the digital marketing channels and detailed how they worked together. They’re still thinking about it.
There are more than three truisms but I like brevity. I like stuff that makes a difference.
Three Conversion Truisms for Websites:
- Don’t Make Me Think
- What’s in it for me?
- The Mental Shopping List
Don’t Make Me Think
This is the title of a book by Steve Krug, all to do with website usability. Never read it. Just liked the idea and how I could use it. See below for the average time a visitor spends on an ecommerce website.
Part of this is attracting the right traffic (interested visitors with money), personalisation, ie tailoring the content (copy, images, video, infographics) to their needs. See The Mental Shopping List below.
I’m always confused as to where to park when the car park has many spaces ie the paradox of choice. Reduce choices, make the steps easy, read this – benefits – affordable – signup/take a trial/buy/come back for more.
What’s in it for Me?
Exactly what you want/need/desire. Simple, eh? Wait! You have to work out the want/need/desire and more. BUT think of every page on your website. Does each page answer ‘What’s in it for me’
This can simply be a Johnson Box. That is a highlighted section at the top of the page about what you are going to learn if you read (or scan the page).
The Mental Shopping List
I spend time with clients understanding their customer types (buying persona or avatars). I build a list, add a name, a picture and more so I can visualize them. The other element to this matrix will include four sections. Two of which include pain and frictions.
Once the matrix is complete I list the persona’s priorities and give a conclusion that leads to creating copy and other content as personalised as possible.
Average Time on an ecommerce Website
1 – 3 minutes according to the opendsend.com average session duration report.
I have a client (successful skincare brand) where the average is 44 seconds (this could be due to more than one factor, ie a loyal customer base, great promotions, informative emails).
I hope this post has some value for your business,
About Conversion Detectives
Conversion Detectives is a full-service digital marketing agency in Hertfordshire.
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
Services
Digital Marketing Strategy | Creative Content Marketing | Email Marketing |
Lead Generation | Content Strategy | Social Media Marketing |
Video Marketing | SEO (Basics) | SEM | Shopify Marketing |
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[image: Jay Rembert, unsplash.com]
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