If you keep visitors on the surface of your website, they’re going to slide off. The job of your website is to lure them into your world.
How To Get More Leads and Clients
The B2B (business-to-business) conversion problem (opportunity) is a bit of a greased pig. The Nielsen Norman Group in their B2B Website Usability book state: “Because B2B sites don’t close sales online, they can turn away the vast majority of users and never know how many sales they’ve lost.” This is the conversion rate improvement opportunity.
One of the striking differences between websites is how some websites are so far removed from the people behind them. The visitor moves through the site with no sense of the person they’re dealing with. On other websites you really get a sense of the people behind the home page.
Watching So You Think You Can Dance this week, I was struck by the similarity of what it takes to be a contending dancer and what it takes to be a contending website (at least from my perch which is usability oriented).
I can think of no other business with such a dizzying array of tools available, than those available to the owner of an ecommerce business. The good news however, is also the bad news.
Here’s the scene: You’ve been out to dinner and you’re walking to your car. You look down and there’s a $20 bill on the sidewalk. Found Money…. Wow it’s exciting!
What is the purpose of your website? Without addressing what we believe is the elephant in the room, namely your business’ core strategy, you may find yourself spending money and time on tactics that may or may not work.
No one can be expert at everything. This is particularly true in ecommerce, where no one can even know all the moving parts, let alone be proficient at everything. This brings us to partners.
Some folks walk around with an invisible three-legged stool attached to the seat of their pants. When something goes seriously wrong, they immediately sit down. The first leg is to refuse to take responsibility under all circumstances. Second, find someone to blame. Third, feel sorry for yourself. Not to much is going to go wrong while seated, but it’s hard to go forward from that position. If you really screwed up, and feel terrible, try this mantra: ” I take full responsibility for this situation. I did the best I could, at that time and under those circumstances. I forgive myself.”