What may be the biggest obstacle to a person buying anything is the pain they experience during the consideration phase of the buying process. If the perceived pain of purchasing is smaller than the perceived reward of purchasing, the purchase will be made. If it’s the opposite, the purchase will not be made. But the key word here is “perceived.”
In my childhood, gas prices hovered in the $1 – 2 range in the U.S. As we all know, that is no longer the case. For the most part, it now hovers in the $3 – 4 range. When gas first hit $3, people felt the pain. Some altered their vacation plans. Some visited distant family less. We cursed under our breath as big oil companies reported record revenue quarters.… Continue Reading
Every page of your website should be easily scannable. Not all visitors (probably most visitors) want to read every word, so making your content scannable helps them find what’s most important to them more quickly.
Can you imagine how happy your website users would be if they were always able to complete the tasks they came for easily and efficiently? Can you imagine how your bottom line would be affected?
A major problem with the way a website is planned and built is that it typically starts with decision makers and web developers/designers looking around at industry & competitor’s websites – reacting favorably or unfavorably, creating their own version, suggesting changes and repeating until all decision makers are happy. Then comes site launch. This seems reasonable and normal.
Imagine the exceptional party host, one that learns of attendees’ favorite foods, drinks, and forms of entertainment. That’s a classy host, one who was likely raised by good hosts or observed the accommodating ways of others. A superior web hosting service is like a mom or dad ‘raising’ their child the right way, to respect others especially when hosting in one’s own ‘house.’ Your site makes scores of obvious and subtle impressions, ultimately affecting the ambiance and subsequent actions of visitors. Consider the following site-related pleasantries that augment the ambiance of your site and improve experience for visitors.
Most business owners and executives want their businesses to grow. In order to do that, (let’s talk basic accounting) the total amount of deposits has to consistently exceed the total amount of withdrawals, or else the business is just treading water; or maybe even drowning. In this day and age, websites are one of the tools that can ultimately determine which direction your business goes. While it may not make or break all businesses at this point in time, it’s certainly critical for most.
What I’d like you to do for the next few minutes is to think about your website like you do your balance sheet. But, don’t just think about the numbers or how much the website costs to maintain versus how much revenue you can directly tie to it. Take it back a step. Take it all the way back to the user experience, because this is where it starts. Think about how a user’s experience with your website affects their relationship with your brand. Because when it comes to the numbers, the user experience is the cause. The numbers are just the effect.
If only Ferris knew what was ahead. That quote comes from much simpler, and slower times. With the web and all it’s related technologies, we have seen life change faster than ever. If life was fast during Ferris’ day, it’s at lightning speed now!
But the faster life gets, the more we have to slow down to take stock of things. This is no less true in the ever-changing web. But let’s start at the beginning: web development. This is usually the starting point of a business’ web presence outside of social media. Sometimes, in haste to “get going” business owners look for web developers to build their website quickly, cheaply and… wrongly.
I think it’s time to slow web development down.To not look at how quickly it can be done, but at the process in which it is done. Hop on over to Search Engine Journal to see the full post.
When it comes to websites, there’s a history of disconnect between SEOs and web developers. An SEO is concerned with optimizing usability and site structure. A web developer is concerned with function of code and site design. In order for a website to perform at its greatest potential, the two disciplines must make nice and work together. If the two can work in tandem from conception through the launch of a site, a lot of time and energy can be spared from reworking what has already been done.
In my experience, grocery stores are one of the most frustrating places I go. I really try to avoid going at all costs. Why? Because when I go, I’m usually looking for unusual ingredients for something special my wife is planning to make. She sends me there for things like ground red pepper, evaporated chicken broth, rare beans or chopped green chiles.
If I were going there for some milk, then no problem, because I know they always put the milk in the back corner of the store. But when I (the non-frequent grocery store user) go for unusual items, I have no idea where these random things are located (the frequent shopper who’s been up and down the aisles hundreds of times might). Anybody with me?! Can I get an amen?!
In my efforts to help businesses improve the conversion rates on their websites, I hear objections ALL the time. Behind the objections, I have observed fear (about how the changes will perform), offense (because they think I’m implying their work isn’t up to snuff) and procrastination (because they want to avoid the scary world of testing).
A few factors that I’ve seen contribute to this include:
Stakeholder’s opinions about what will work best for a particular site or page within a site are usually strongly held, whether it’s because it’s what they like themselves or what they believe as a professional.
Stakeholders are emotionally attached to their work.
There’s a lot at stake for everyone when it comes to the performance of the website.
The resulting situation can get messy. It typically involves arguments over opinions about what to do with the site in an attempt at improvement. But this kind of activity can be damaging to your team’s relationships.
Yes, I know why you include so many words on your marketing landing pages. It’s because you really, really, REALLY want your visitors to get it. You want them to understand all that it is you have to offer them and how choosing to do business with you is really going to change their lives. You want to use all of the information you can to persuade them to stick with you, to continue on the journey to being your customer. Problem is—they don’t read them. I know you worked hard on it, and I’m sorry.
So, what do you do now? Throw it all away? Doesn’t there need to be some explanation about the page and how the user will benefit from continuing on? Why, certainly yes. Your pages must still persuade users to work through the conversion process. But, they must do so in ways that fit with how people use the web. It’s time to get out that “red pen” and make a couple of changes; namely employing a less-is-more approach.