I watched a video by Donald Miller from Storybrand recently, and in it he talked about ways to improve conversion on your home page. These are some notes taken from the video.
Customers Aren’t Buying?
There are two things he points out about the brain.
- The brain is constantly categorizing information – so when you are talking to someone they are always just listening for nuggets and throwing away everything they don’t need.
- The brain is also trying to conserve effort. When you think your brain has to make an effort. It you make a person think too hard, the brain wants to shut down (person stops listening) to conserve effort.
Avoid The Curse of Knowldge
There is a term called the Curse of Knowledge. We are so close to our products we cannot help but talk over our customer’s heads. To remedy this, you must dumb everything down. On a scale of 1 to 10, you are 10 and they are 1. So when you dumb it down you only get to level 7 when the dumb down level needs to 1 on the home page.
It’s knowledge about your product – NOT intelligence. Don’t get these two confused. So dumbing down is not about speaking down to your visitor it is about educating them about a product they don’t know they need yet – so you had beet be clear and fast.
Do People Buy The Best?
People tend not to buy the very best stuff. They will buy the things they understand. So do not complicate your message.
So fix your home page usingthe ideas listed below. You can test your home page by showing it to someone for 5 seconds. Then ask them :
- What is that we offer
- How will it make your life better
- What do I need to do to buy it
If you cannot achieve this on your home page you are losing customers.
Five Ways To Sharpen Your Sales Message?
- Easy to understand headline above the fold. What you do and what you offer. “We make beautiful websites for you”. Don’t get poetic or clever.
- An obvious call to action at the top right in a disruptive colour. Other links to be much less easy to see.
- An image that suggests a happy customer. Visually show success a customer will have. Resolve their internal conflict. A happy person on the website shows you can resolve the conflict. Show a happy ending
- Break down the products into bite size categories. Don’t list everything you do on the home page in detail. Categorize info into broad strokes on the home page. You are thinking for them. People encounter 3000 commercial messages every day – so the more you can organise information for them, the less they have think and the more likely they are to do business with you.
- All website messaging should go through a brand script. What do customers want, what are their fears, where is the problem what is your plan for their success, what are the calls to action, what does success look like, what doe failure look like. Show don’t tell by using very descriptive language and images if possible. Your brand stories shouldn’t be stand-alone short stories. Instead, they should be part of a broader, long-term story arc.Confusion is the number one brand killer, so make sure your brand stories are always consistent with your brand promise and image. How can this product/service help me with my problem? Why is it better than any other product/service? Why should I care about it in the first place?