” Don’t believe everything you read on the internet and don’t do stupid things.”Overheard from Karl Gilis
What should I do to improve my site, you ask?
In short, it depends.
We all want to know what we should do to improve our website conversion rate. We see lots of commonly asked questions, such as, ‘What are the five things you have to add to your product page to guarantee more sales?’
The answers are always along the lines of, ‘Every checkout needs to have green checkmarks. Bullet points are a must below your value proposition if you want to increase engagement.’
The truth is, none of this matters.
What matters is what your customer want and need from your website.
Where is your customer getting stuck?
Where does your customer need more information?
How can you make your customers’ lives easier?
Answer these questions and you will increase your website conversion.
It all depends on your customer.
Unless we start putting customers’ wants and needs first, instead of rushing to implement all the tips and new findings we’ve learnt will increase our conversion rate, we will not get anywhere. Ever.
Think about it. Who is browsing your site? You? Your designer? Your marketing team?
If you want to sell more, you need to present it the way that is easiest for your customer to absorb, not what looks best for your designer.
The truth is, ugly sites sell.
Craigslist… Reddit… Boring Company. What were they thinking?
Turns out they were thinking, a lot. They made it super simple for us to use the site.
Craigslists has so many categories and they did an amazing job to keep it all intuitive and quick to find. It works so well they haven’t changed since 1995!
It all depends on you.
What do you mean? Didn’t you just say it all depends on the customer?
It does depend on the customer, but it also depends on you and what you are selling.
What does your site need?
Are you a store selling jewellery for dogs?
Or are you a site selling makeup for cat fanatics?
Maybe you have a real estate landing page that is focused on getting leads for pirates selling islands?
Each of the above has different requirements to match their customers’ needs and to improve the conversion rate. Keep in mind what you need to offer (and what your customer needs to see). Your site, and your customers’ behavior on that site, are unique to you.
Best practices are not best practice for every site. Best practices are taking your customer research and testing the hypothesis you have developed to address the exposed triggers causing anxieties, concerns, or lack of trust.
Become genuinely customer-centric. Research your customers, interview them, analyze their behavior, and determine how you can best address the issues and anxieties that your customers face. Don’t address the problem your competitors’ customers face, nor the problem that the best practice guide told you your customer would encounter.
We all want short cuts, but they don’t work. Spend your time researching and getting to know your customers. This is what will give you the highest ROI.