1 Simple Trick for Improving Your Website Conversion Rate

While the term, “website conversion rate” may not seem sexy, it’s the most important online statistic to track.

You see, website conversions happen when visitors follow your call to action, whether that’s a sale, a contact, a newsletter sign-up or something else.

One of the primary goals of your website is to drive that action through content and offers – in other words: marketing.

However, when folks land on your site, they’re not thinking about your calls-to-action. They’re there because they want something be it information or the product/services you offer.

That’s right: people are basically self-centered.

What’s In It For Me (WIFM)

It’s natural for folks to think about their own needs, wants and desires.  They view the world, and any opportunities, through the lens of ME.

Are you thinking, “well yeah except for me of course… I’m altruistic, caring and only strive to help others”?  So you’re Ghandi, Mother Theresa, and Alfred Nobel all rolled into one.

You get a gold star.

Feel better?  Good, because that just proved my point.  We were talking about people in general, and suddenly it was all about you.

That’s normal.  It doesn’t make you a selfish b$^&#&#.  It simply means you’re human.

Unfortunately that normal human trait of WIFM is one of the biggest barriers to selling your products and services.

Consider the following usual marketing statements:

• Have an award winning website designer build your small business site.
• Our best product, the widget washer, is on sale – save 30%
• Masseuse with elite training by ______ in the advanced techniques of deep tissue massage

On the surface they look good.  And yes I’ll agree they’re not horrible, but they aren’t statements that are going to compel prospects to pull out their wallets.

Let’s take a look at what’s wrong and how to fix them.

Increase Your Website Conversion Rate Using WIFM

The hardest part of this exercise is putting on the WIFMC (What’s In It For My Clients) glasses.  That perspective is contrary to our nature.

My two methods for keeping a WIFMC focus are to write a single sentence WIFM at the top of every page or to use a post it note on the edge of my screen. Both of these tactics help keep WIFM top-of-mind while I create content.

Now, let’s take a look at those marketing statements:

Marketing Statement #1:

Here’s the usual marketing statement:

Have an award winning website designer
build your small business site.

What’s wrong with this statement?

• The beginning of the statement focuses on you, not the client.  Sure it’s cool you’ve won some awards, but what about ME.
• When you do get to me all I know is that I’m getting a website.  I may already have a website.  Even more important – people building websites are a dime a dozen.
• There’s no specific financial benefit.  This is business.  I’m concerned with more profit through increased sales, decreased expenses, improved efficiency, etc.

Revamped Marketing Statement #1:

Using the points above, here’s the new, WIFM-focused marketing statement:

Increase your conversion by 10% with a website design by an award winning professional.

Marketing Statement #2:

Here’s the usual marketing statement:

Our best product, the widget washer, is on sale – save 30%.

What’s wrong with this statement?

• The beginning of the statement focuses on your product.  So what if it’s your best product, why is that compelling to ME?
• Let’s assume I know what a widget washer is, and I need one.  What if your product performs at only 80% efficiency versus your top competitor?
• Being on sale is nice, but what if your prices are normally high anyway?   What is my net financial gain if I purchase your widget right now, on sale?

Revamped Marketing Statement #2:

Using the points above, here’s the new, WIFM-focused marketing statement:

Get the widget washer that outperforms the competition by 20% today and save an additional 30% off our already low prices.

Marketing Statement #3:

Here’s the usual marketing statement:

Masseuse with elite training by ______ in
the advanced techniques of deep tissue massage

What’s wrong with this statement?

• Personally I love getting a deep tissue massage, but I couldn’t tell if the elite training by whomever is BS or a legitimate credential.  In other words, if your detailed credentials or qualifications aren’t known to your target market, then don’t waste time discussing them.
• Why would someone want deep tissue massage?  Customers new to the concept need to be told.  Customers new to you need to be reassured that they’ll get what they expect.
• People often view a massage as an indulgence.  Given tight budgets and economic conditions this can be a real battle.  Rather than focus on saving 10% (because they’ll just opt not to buy at all), reframe the service into a necessity

Revamped Marketing Statement #3:

Using the points above, here’s the new, WIFM-focused marketing statement:

Get rid of tight shoulders, tension knots, and constant low grade discomfort with a deep tissue massage performed by a highly trained masseuse – being pain free isn’t an indulgence.

Final Thoughts

Could the revamped statements be even better?  Yes.   Feel free to share your ideas in the comment section below.

However one word of caution, when is good enough good enough?  The law of diminishing returns comes into play here.  Taking time to fix major issues?  Totally worth it.  Taking time to tweak a word here, a comma there?  I’d rather be out promoting my business or servicing my clients.

Nicole Fende is The Numbers Whisperer® and President of Small Business Finance Forum.

As an author, speaker, accomplished air guitar player, and tamer of finance fears, Nicole enjoys helping small business owners reach multi-platinum profits.

Nicole co-hosts a weekly online TV show, Call a Biz Hero, and has authored the book, “How to be a Finance Rock Star”. Her secret weapon? The most infectious laugh you’ll ever hear.

Link Roundup

Each time I write a post, I collect the 10 best reads from around the web and share them with you here.

These posts focus on web-based solutions, online resources and up-to-date news for small businesses.

Enjoy!

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The Big Brand Theory: How FedEx Achieves Social Customer Service Success: Using social media to service your customers really pays off – here are some examples from FedEx.

Responsive Design in 60 Seconds [VIDEOGRAPHIC]: If you’re not yet clear on what responsive design means, watch this short video that explains it clearly and with no tech-talk.

How Two Owners Got the Web Sites They Wanted: A couple of real-life examples of how small businesses successfully re-vamped their business websites.

Want to Sell More Online? How ‘Split Testing’ Your Site Can Help: Split testing is a very effective way of assuring that your website is as effective as it can be.