In online marketing terms, when a visitor arrives at your website, they’ve already committed to a “micro yes.” Regardless of how they got there, they’ve already shown some interest in your proposal, content, website, product or service. Leveraging that micro-yes into a macro-yes is vital.Unfortunately, instead of building on small commitments, most online businesses throw road blocks into the buying process. My company did back in the beginning. With our web traffic, instead of making it easy on visitors, we made it difficult. Since improving our micro conversions, our traffic is converting almost twice as often online.Here are three keys that I’ve found you need to make sure you’re giving your prospective customer that they want.
1. Make finding what they want easy.
For an online business, user experience is king. Based on the premise that people want what they want as easily as possible, Steve Jobs’ famous “Rule of Three” stands out as the standard for making it easy on your customers to find what they want.
As Walter Isaacson explains, Jobs’ one demand was to “simplify.” He would go over each screen and apply a rigid test: if he wanted a song or a function, he should be able to get there in three intuitive clicks. If he couldn’t figure out how to navigate to something, or if it took more than three clicks, his feedback was brutal. The Rule of Three can be applied to any website. Boil down the entire buying process (your sales funnel) to just three clicks.As a marketer, online user experience should be a top priority. Keep tabs of your customers’ thoughts and intent through platforms that gather these insights through funnel analysis or surveys. Solutions like Marketizator and UserTesting help you personalize and optimize based on user data, as well as gain insight through real users interacting and rating with your site. The difference is that Marketizator provides a SaaS solution to implement adjustments on the fly, while UserTesting requires on-site adjustments to implement the optimizations.Each of those three clicks is its own micro-yes that must culminate in a macro-yes. You can rely on external help to make sure you are following the behavior of your leads closely, and understanding the potential of those micro-yeses. I personally use Trendemon and MixPanel to track our user behavior from initial impression to the final click.