Website Conversion Rates – One Tip to Double Your Conversion Rate

What one ongoing change could you make to your website that might double your website conversion rate? What one single change might transform your business?

Amanda Simmons posted a decent blog over at Search Engine Land today outlining 5 Tip to Improve Conversion on B2B landing pages.

One of these tips really stands out for me and from what I’ve seen it’s of the most underused conversion rated task that businesses engage in online.

Think about your local high street for a  moment, or stores at the local mall or shopping center. Have you ever stopped and taken a long hard look at the shop windows you pass every day? Have you noticed, (maybe you have sub-consciously)  how the shop windows change from season to season, Summer, Winter, Autumn, Spring? Even mid season changes seem to be becoming more and more fashionable. What are the the shore owners doing? Why are they changing their shop windows every few weeks? It amazes me the time and effort even small store owners put into changing their window display.

Why do they do it and what’s it got to do with my website?

Obviously the reason they change the store windows is that they are trying to attract you into their store. They are trying to stand out from the competition and show you something that is more compelling. I’ve lost count of the amount of times I’ve seen people stop at a store front and be lured in by what’s in the front windows,  special offers, sales, new season range…etc.

These store are always trying something different in the hope that more passing trade will be lured into their business. They are always testing new ideas, new concepts. The more creative they are, the more they stand out, the more people are attracted to their store.

Now, let’s turn this around and ask you a very simple question – ‘How often do you change your website store front?

How often do you take a critical look at your website and think about what it is saying. What is your website trying to sell?

How often do you ask new/existing clients, ‘What was is about our company in particular, that made you do business with us?’ How often do you take this feedback and communicate it on your website’s homepage (store front). What you are trying to understand  and condense here to a few simple words is your value proposition. You’re trying to answer the question that is on every new prospects mind, ‘Why should I do business with you, What’s in it for me?’

Amanda gives a great example of the value proposition from rhapsody.com, shown below.

Another great example of a company experimenting with their homepage is Google, take a look at two of their early homepages.

or what about this one…

and eventually of course to the super streamlined, very user friendly current homepage…

The one thing that can and will double or triple your website conversion rate is testing.

Testing different calls to action, testing different value propositions, testing different images.

Get one thing straight about your homepage, your traffic doesn’t care about you, about your company, about how many awards you won. They only want to know one thing – How Can You Make My Life Better?

Start testing today and start measuring the results. A/B testing is the way to really make an impact on your online sales. Getting tons of traffic is great, getting tons of traffic that is converting in ever increasing numbers is the key to stellar success.

So, what’s the problem, why is every company online not engaged in rigorous testing of their homepage and their value proposition?

Honestly, I don’t know. At Interleado we change our homepage about once every quarter, probably should even be more frequent than that. Maybe those responsible for your company’s website lack the time or motivation when it comes to improving your sites conversion rates.

What would happen to the store on the high street if they didn’t change their store window? Would they be losing customers by failing to keep up with the changing seasons?

What’s your thoughts? Why are website conversion rates so poor and why do many business not change their web store front?

Have you been involved with a company that continually evolve their value proposition on their homepage? What results did you see?

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