Conversion Rate Optimization and Your Website
I’m going to tell you a story about one of your employees, Jane. She’s been at the company for ten years and she’s a great employee—she shows up every day, she does her job, no complaints here. Sure, some days you wonder if she’s doing the best that she could. That she’s maybe not even as bright as you once though when you hired her. Or that she’s just become comfortable with the way things are done, comfortable with her work.
But there’s nothing there that warrant a deeper look—she’s not missing deadlines, not causing any problems, and hey, she’s really nice! Besides, don’t we have other things to worry about? We need to get the spring campaign out the door and hire a new salesperson and what the hell is going on with the HVAC lately, it’s never the right temperature in the office. I mean, it’s be crazy to even bring this up, right?
I know, you’re afraid. Afraid you’ll start digging, taking a more critical and discerning look at her work and find an uncomfortable truth. That she’s just punching the clock. That she’s not up to snuff. That maybe there’s someone out there with more of a fire in their belly that could really take the job and run with it, make a difference for the company.
You don’t want to see that truth because it has a lot of… implications. If you found out that she’s not very good at her job, you’d have to confront her, and you’ve never been good with confrontation (not that anyone is). You might even have to fire her. Where would she go? Plus she has kids. Or even worse, you’d have to admit that this is your fault—you hired her after all. You’re her boss. No doubt she’ll ask “I’ve been doing things this way for 10 years, why now? Why didn’t you say something earlier if you’re so unhappy with my work? This is really out of the blue.”
No no no, much easier to just keep things the way they are. We’ve got other things to worry about.
Jane is your website.
That vague suspicion you have is that the site you spent a lot of money on—it’s not performing as well as it could. You’re almost certainly right. No website just comes fully-optimized right out of the box. You have to research your customers and understand the value of your product, in their words. And then test the hell out of it.
The good news is that you don’t have to fire your website. You can make it better. And you can’t hurt its feelings. Sure, it might hurt the feelings of whoever designed the site, whoever wrote the copy. But it’s not like they’re going to lose their jobs. And they’ll understand that in the long run, this will make more money for the company. This is a business after all, not art school.
Is it time that you started asking yourself some difficult questions?