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E-Marketing Performance Blog

Not Interested in Increasing Sales? Hello!

I am starting to come to the conclusion that the majority of online businesses do not consider, or are totally unaware of the importance of usability in relation to their websites. A good portion of my job involves time spent going through each clients’ website and looking for ways to significantly improve things in order to make the conversion process simpler and easier. I have had instances where I’ve made a suggestion that could vastly impact sales, yet many clients choose to ignore the suggestion. Why don’t they care?

Truly, I don’t think it is necessarily an issue of them not caring, I think that they just don’t realize the impact that minor changes to their website can make, despite how much I try to convey the importance to them. So what can us web marketers do to help us help our clients? How about establishing usability awareness month? hehe… got any bright ideas?

Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

2 Responses to Not Interested in Increasing Sales? Hello!

  1. Jonas Hartley says:

    “Hello!” as in “What’re you stupid?!?” I agree, it’s amazing how completely daft these folks are. I have found that establishing a relationship with your client that allows total control of their site is the best way to accomplish this. When there is iterative process and they have an opinion things get screwed up. If they knew design, web design, usability, copywriting and seo then they wouldn’t need to hire us. Chances are, they don’t, so the best thing is for them to get out of the way and let us do our job and lo and behold: they will experience increased sales, conversions, or whatever their goal might be!

  2. Stoney G deGeyter
    Stoney deGeyter says:

    The problem with “total control” is that this means the SEO runs the business. Most, including me, don’t want to be in the business of running someone else’s business. The best solution is simply for the website owner to take the recommendations of the SEO and marketing team seriously. Unfortunately, many times recommendations are blocked or hindered by a completely separate development team that are ignorant of marketing and/or overly egotistical of their own creation to see the value in someone else’s input.

    The worst argument is the one of the expense involved in implementing the recommendations. People fail to realize that the expense of keeping it the same is likely costing them a lot more.