Have you jumped on the social media bandwagon only to be disappointed at the failure to generate new leads or conversions? If so, then the problem most likely isn’t with the media; it’s with the method.
A persona is simply a definable set of characteristics applied to a category of visitors to your website. Think about a beginner violin student, a professional tennis player, a new mother, etc.
Visitors form an immediate impression of your website based on your website’s design, graphics, images, copy, and fonts. Because fonts make it easy or difficult for visitors to navigate your site and interact with you, your font selections will impact your website’s usability and your website’s conversion rate.
It is rare that a week goes by, that I don’t read about Google, Yahoo or Microsoft trying to grab market share from each other. Every day, teams of marketing experts show up at these companies, and fight it out over every tenth of a percent, even hundredth of a percent, of market share.
I confess. I’m a lazy reader and I don’t like to scroll. When I’m surfing the web if I don’t see what I’m looking for right away (and depending upon how tired I am, sometimes I need it with klieg lights shining on it) I’m gone & on to the next. In my professional capacity, I’m always amazed how many otherwise really good websites put the good bits below the fold.
The most important message a home page must deliver (after explaining what the visitor can do, buy or get on your site) is The Reason for doing business with you instead of your competitors (this is called your Unique Value Proposition). Notice I didn’t say The Reasons for doing business with you.
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.