A review of online (and
direct mail) response rates suggests that
if you can convert 3% of the people you
target, you're doing pretty well. Many
efforts don’t even come close to that. Not
exactly the floodgates you were expecting
to open, but that’s the reality.
But what about the 97% who didn't
take the bait? What kind of impression did
you leave them with? Did they like what
they saw and read, but just weren't ready
to buy? Or were they confused,
disappointed or plain turned off by your
website? A critical difference.
If your business can survive a 3% or less
conversion rate, fine. If not, that 97% is
the key to your future. So you better make
sure you make a lasting impression,
present your product in a clear and
compelling way, give them ample reason to
come back another time and close the deal.
Forrester Research reports that
approximately 50% of potential sales are
lost because users can’t find information.
What a waste of resources! Websites aren't
places to be subtle, coy or clever. Put
your goods out there boldly, up front, in
no uncertain terms. Put your response
device right in their faces.
Forrester also notes 40% don't return to a
site when their first visit is a negative
experience. Websites written and designed
by hacks, or worse, owners, look it. Bad
grammar, typos, poor navigation,
disjointed layouts...people notice. And
Think how annoyed you get when you go into
a store and can't find what you want,
merchandise is sloppily displayed, clerks
don't have a clue, and check-out is an
odyssey. You won't soon return. Ditto,
your site is even designed and developed,
have an experienced professional
copywriter organize and outline it for
optimal impact and response.
And move a sizable chunk of those 97% to
the conversion side of the ledger.