Technology can be a powerful driver of business growth. There are seemingly endless areas where you can invest your time and effort. Larry Kim, founder and CTO of Wordstream, examines seven disrupting ideas that can change the way you think about your website.
1. Change Your Offer
The typical website conversion rate for anything on the internet is around 2.35 percent. However, the top 10 percent of companies have conversion rates that are 3-5x higher that this. So many companies misuse their time trying to increase their conversion rate from 2.35 percent to 2.5 percent or even 3 percent.
What you should be asking yourself is: Why the heck are 98 percent of the people who see your offer not taking you up on it? (Hint: it’s usually that your offer sucks.) What you should be thinking is: What is it I could offer that would resonate enough that +10 percent of people would be excited about signing up for it or buying it on the spot?
2. Eliminate Your Offers
Some companies (particularly B2B companies) have dozens of different offers. Some will do great, others OK, and some terrible. There’s a weird obsession in marketing to want to constantly create new stuff. It’s ridiculous.
You’re probably better off killing your donkeys (the bottom 95 percent of your offers) and going all-in on your unicorns (your top 1 to 5 percent of offers).
3. Use Emotional Triggers Now
You want to influence and persuade your audience to convert, whether it’s to sign up or make a purchase. One way to do that is to inject some emotion and urgency into your offers. Fear of missing out is real, and it can have spectacular results.
4. Use Remarketing
You have only one chance to make a great first impression. But thanks to remarketing, your company has 10 or 100 chances to get people to do what you’re hoping for them to do. The two places you need to be are Google’s Display Network (a network of 2 million sites including Google properties like YouTube, Gmail, etc.) and Facebook.
Remarketing is essential if you want to successfully grow your website. You will save money, get more leads and conversions, see higher visitor engagement and brand recall, and maximize your marketing ROI.
5. Build an App
Yes, you need a mobile-friendly site. This is a no-brainer. Really, though, websites are so 1990s. Now most internet usage is done in apps. People who say you don’t need an app for your business are like the fools in the ’90s who said you don’t need a website.
The key is in figuring out what your app should do. Don’t make the app a replacement of your website. I’ve seen many companies simply try to recreate their website and fail horribly. Then they say, “See, told you we didn’t need the dumb app!”
What should you do? Reimagine your customer service engagements. Understand what key services ought to be exposed as an app. Then build that out.
6. Stop Sending People to your Website
OK, now that I’ve convinced you that you need to fix your company’s website, you need to send fewer people to it from your ads. Most Internet usage happens on phones now. People can make calls from phones. Therefore, you should use your ads to force people to call you.
7. Reinvest in Your Call Center
Back in the ’90s, everyone had call centers to take orders. Then this internet thing took off and suddenly everyone invested in ecommerce and websites so you could do just about everything without requiring call centers.
But with people increasingly accessing the internet only via phones, you absolutely need to have the infrastructure to capture all of this demand. You need people who can reliably and professionally answer the phones.
Set your company up for success this year by investing in your website. Just make sure you invest in the right things.