When it comes to the success of a website, there’s nothing more important than understanding why more visitors aren’t checking out, signing up, subscribing, or otherwise converting. Here’s the secret for websites like yours to successfully convert more visitors and why the right data-driven insight can be a slam dunk for your business.
Now, here at Lucky Orange we have a serious addiction to the NCAA’s college basketball tournament. All of our screens were tuned to the games in mid- to late-March as the 68 teams battled it out through nail-biters, upsets, and blow-outs.
Three-pointers, layups, jump shots, ally-oops – we cheered through it all.
Of course, nothing created more excitement than the slam dunk.
Yes, the slam dunk is a powerful maneuver that requires the ultimate combination of talent, practice, and opportunity (though genetics surely didn’t hurt). Those two points were filled with energy that set the court – and our office – ablaze with excitement.
Conversion optimization can be your own slam dunk!
It may sound like a stretch, but there are actually a number of similarities between slam dunks and conversion optimization.
Think about it! Both conversion optimization and slam dunks are…
- Catch an audience’s attention (when done well);
- Bring in plenty of revenue (Case in point: THE Michael Jordan); and
- The difference between “okay” athletes/websites and “GREAT” athletes/websites!
A slam dunk isn’t just worth two points – it’s a show of force that intimidates the competition and brings a renewed enthusiasm to the court, or website in our case.
We also can’t forget about this one similarity:
- Both slam dunks and conversion optimization look incredibly difficult.
This point is where basketball and website conversion optimization split a bit. Not everyone can manage to dunk a basketball, but you probably didn’t come to this article hoping to learn how.
Let’s face – a slam dunk IS hard to accomplish!
When it comes to conversion optimization, however, it doesn’t take extensive training, huge budget, or Ph.D. in Data Analytics to master. This is going to be the easiest slam dunk you’ll ever make off the court!
If you’re ready to get started, here are just three tips to turn your visitors into customers.
1. Use the right tools.
Look – I’m no basketball star nor someone who can come close to a slam dunk. Even so, I’m fairly certain Michael Jordan didn’t just suddenly pick up a ball and decide to dunk it. He had the right tools to help him get there, too.
When it comes to conversion optimization, that’s just what your website needs. If you’re relying solely on Google Analytics to get the job done, I’m sorry to say that you’re just not going to get to the point of actually understanding how your visitors are interacting with your website and what could be preventing them from turning into customers.
Furthermore, the right tools don’t need to come with a huge budget. The great Allen Iverson was one of the best – if not the best – street baller in the NBA. All he needed was a ball and a public court.
All your website needs is insight from Dynamic Heatmaps, Visitor Recordings, Live Chat, and other conversion optimization features. If you use Lucky Orange, for example, this would cost as little as $10 per month!
Bottom line: All websites can benefit from adding conversion optimization insight to their toolbox.
2. Adapt to what your visitors want, not what you want.
Let’s not beat around the bush on this one. You can think that your website is kick-ass, but your visitors likely don’t fully agree. Instead of seeing check-outs or sign-ups increase, you see stagnant or declining results.
At this point, you have two options: You can either sit back and keep thinking that your visitors are wrong and will come to their sense or you take action to adapt your website strategy to win back old customers and wow new visitors. If you don’t know where to start, I would suggest running a Dynamic Heatmap and following up with recordings to understand not only where people are clicking on your website but also what happened before and after an element was clicked.
What happens if you don’t adapt? Why, just ask the University of Virginia (UVA)! Going into the 2018 NCAA College Basketball Tournament, the team was a top seed and expected to be a Final Four competitor. The team’s style of play was effective…until they met the No. 16 seeded University of Maryland-Baltimore County (UMBC).
UMBC not only failed to succumb to UVA’s strategy, but as UVA struggled to adapt their plays, UMBC gained a lead and never looked back. The rest, as they say, is college basketball history.
Bottom line: Don’t assume that your website strategy is now or will remain effective with your visitors. Learn conversion techniques, such as using Dynamic Heatmaps and Recordings, to adapt your website to visitor expectations and increase conversions.
3. Know your weaknesses to turn them into strengths.
Michael Jordan once said, “My attitude is that if you push me towards a weakness, I will turn that weakness into a strength.”
It’s time to face the facts with your website. Your website may have incredible strengths and dominate the marketplace, but that does not mean your weaknesses have vanished. Every website has weaknesses – you just have to know how to find them.
Simply put: You cannot fix what you don’t know is broken.
One Lucky Orange users discovered just that. He found that visitors weren’t clicking on his website’s call-to-actions. After analyzing a Dynamic Heatmap, he uncovered the reason why; visitors were clicking on a non-linked promotional banner instead. Linking the banner increased his conversions from 3% to 8% virtually overnight!
Another Lucky Orange user saw his sales go through the roof after running a poll question asking what additional products his visitors were interested in buying. One specific brand was mentioned numerous times, and using this feedback, he was able to dramatically grow his sales.
Bottom line: Find out what’s broken or not working using conversion optimization insight. If you don’t know where to start, try a Conversion Funnel to see where visitors are leaving your site during the navigation process.
Ready to Dunk?
The bad news is that your website could be better, but the good news is that with the right tools and feedback from your visitors, you’ll be able to improve your website, impress visitors, raise your conversion rate, and best of all – shatter the “rim” of your expectations.