Category: Increase Conversions

  • Traffic numbers are meaningless

    “What is the traffic your website gets right now? Do you have google analytics installed?”

    When I started my career, if the potential client said “just ten people or less per day”, my first thought is – “that’s not enough traffic for anything”.

    Fast forward a few years, so many myths about numbers are busted in my head. I was wrong in so many ways.

    Anyways, I’m thankful that life has shown me how… even with a massive size of people, it is possible that not one person may convert. And how even with just 10 people a day visiting your website, you can generate four pages of high quality leads in your CRM where half of them are from Fortune 500 companies.

    I mean, now it makes total sense.

    Why would percentages and numbers simply mean anything on their own?

    Would the world’s greatest lead generation offer to help “experienced psychologists” generate signups when, sent to a million motivated hardworking construction workers?

    It is about what you say + to who + when.

    Duh. Obvious. No?

    To me it wasn’t.

    I hope you don’t make the same mistake. Even if you have 10 people or less per day on your website, it can loads of missed opportunities.

    Sure, they might not buy as soon as they land on your website. But if you’re willing to hold hands, educate, listen and connect a little bit everyday, the probability of them buying in a week or two can be way higher than now.

    Traffic numbers are meaningless and can never be an indicator of quality.

  • Can Text Presentation Make a Difference in Your Conversions?

    Can Text Presentation Make a Difference in Your Conversions?

    I’m going to present you 2 cases.

    First one is for desktop and next is for mobile. 

    Can you take a look at both these screenshots below?
    (Clicking thumbnails will open in new tabs)

    Desktop Variant 1

    Click to open
    Click to open

    Desktop Variant 2

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    Click to open

    Mobile Variant 1

    Click to open

    Mobile Variant 2

    Click to open

    First, try reading the content.

    1. What is the best variant for desktop?
    2. What is the best variant for mobile?
    3. Most importantly, why?

    Reply with your answers and tomorrow I will explain

    a) If you are right / wrong.
    b) If and why, one is better than the other (with research evidence).

  • Discover The Foundations of A Conversion Focused Website

    Discover The Foundations of A Conversion Focused Website

    I often get this feeling. The feeling that many people think – “conversion focused websites and landing pages are about a bunch of secret surface level magic tricks”. But the foundations of a conversion focused website is what really matters.

    For example, tricks like

    • A secret ordering of elements on the page that will mind-control your visitor and make them click the buy button
    • Perhaps copywriting secrets and use of certain words
    • Magic button colours that are going to dramatically change your opt-in rate

    And there is definitely some truth to this. These type of optimisations can increase your sales / conversions.

    But this increase conversions  create conversions.

    Huh? Read that again. Increase does not equal create.

    IF

    • Its your first funnel.
    • The funnel hasn’t made any sales yet.
    • Funnel does attract email signups, but no one seems to even open the second emails.

    Then none of these magic tricks will solve your problem. The problem is deeper. The problem is at the foundational level. And all the above examples are surface level tricks.

    Somethings can be overlooked by anyone. In case of the button example, if you don’t have enough contrast between rest of the page and your call to action, the conversion will be lower. It can seem like common sense. But when we are too into it, it can be hard to get an outside perspective. So any colour which distinctly stands out is better, even if its ugly.

    So coming to the foundational problem I mentioned. What could be some of them

    • Not enough research
      • About target persona
      • About segments in the market
    • Assuming wrongly about what the customer wants (not needs)
    • Trying to appeal to too many segments of people
    • Complicated messaging, which makes the visitors think and burn unwanted calories.

    I am going to expand on these points a little bit

    Research

    Clients who have been successful have always, always, always spent time talking, researching their audience. They speak to real people, many of them and seek out patterns, common pains etc. Or they research online – through Skype calls, questionnaires, surveys. Some research also happens on forums, facebook groups, comments on amazon books (Ramit Sethi’s tip) and even youtube comments. They research their competition and its buyers. And oh, if you don’t have competition 90% of times its not a good sign apparently. Over the years this advice has made sense. And it also means that people have no idea what your new service or product even means, so a lot of time has to be spent educating them.

    But even if you have no competition, if you focus on your target audience problems, aspirations, dreams and hopes and show how your no-competition service/product can help it, they will buy. Never assume your audience can make the connection between their wants/pains and how your business can solve it for them. They ≠ You. You need to explicitly convey that.

    Wrong Assumptions

    There is a difference between what people need and what they want. They know what they want. They don’t know what they need. If you give them what they need, they won’t buy. Often times many product makers might seem like they are lying in their marketing, but they are simply showing that they understand what their audience needs.

    For instance Sarah from Introverted Alpha talks all about introverted men finding relationships, girlfriend, sex. And she reports saying she is extremely successful on Ramit’s student showcase. A journey with her begins with her demonstrating extreme empathy towards what “introverted” men think about themselves.

    But only by showing she understands them, and establishing trust, she can begin to help them. If she starts her pitch saying “Introvert is just a label and its not a real thing” and follows with perfectly logical arguments. People would simply leave as they would feel she doesn’t know what she is talking about or doesn’t understand them. Therefore, can’t help them.

    Broad Appeal

    If you try to please too many segments of people, you will end of pleasing no one. Every great brand has fans and haters. A recent client even went to the extent of saying they have a love-hate map of who they would be hated by.

    Complicated Messaging

    To make this clear, if you cannot convey your uniqueness with value in 1-2 sentences its going to cost you sales. The book that opened the pandoras box in this aspect was StoryBrand by Donald Miller. (affiliate link)

    I highly recommend the book. Thanks to Rafal Tomal and a recent client for the recommendation/nudge.

    Another free lesson I recommend