Convert! Summary

Convert!

Designing Web Sites to Increase Traffic and Conversion
by Ben Hunt • 2011 • 312 pages
3.94
126 ratings
Business Design Usability
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Key Takeaways

1. Flip your perspective: Focus on customer needs, not your products

No one cares about what you do. All they care about is how it will benefit them.

Shift your mindset. Instead of describing your products or services, focus on the problems you solve and the benefits you provide to customers. This customer-centric approach allows you to:

  • Connect more deeply with prospects' needs and desires
  • Expand your potential market by addressing various pain points
  • Create more compelling and relevant messaging

For example, rather than promoting "anti-virus software," market "How to keep your computer running smoothly and protect your valuable data." This shift in perspective helps you reach more potential customers and resonate with their actual needs.

2. Use the Awareness Ladder to target prospects at every stage

Everyone, at some point, starts at Step 0 (before they realize they have a need).

Understand the buyer's journey. The Awareness Ladder consists of six steps:

  1. Unaware of problem
  2. Aware of problem, unaware of solutions
  3. Aware of solutions, unaware of your specific solution
  4. Aware of your solution, unaware of benefits
  5. Aware of benefits, not yet convinced
  6. Convinced and ready to buy

By creating content for each step, you can:

  • Capture prospects at any stage of awareness
  • Guide them smoothly through the decision-making process
  • Increase overall conversion rates by addressing specific needs at each level

Tailor your messaging and calls-to-action to match the prospect's current level of awareness, gradually moving them towards a purchase decision.

3. Create a content strategy that addresses multiple markets

Multiplicity brings pay-per click savings.

Diversify your approach. Instead of relying on a single, generic message, create multiple landing pages and content pieces that target specific market segments. This strategy allows you to:

  • Address the unique needs and pain points of different customer groups
  • Improve relevance and engagement for various audience segments
  • Increase overall traffic and conversions by capturing more specific search queries

For example, if you sell fitness equipment, create separate landing pages for:

  • Home gym enthusiasts
  • Professional athletes
  • Senior citizens looking to stay active
  • Parents wanting to exercise with kids at home

This targeted approach improves your chances of connecting with each specific audience and reduces competition for broader, more generic terms.

4. Optimize your site structure for both search engines and users

Use as many of these distinguishing features to differentiate your proposition from the crowd, and also to differentiate your prospects by their needs and expectations.

Balance SEO and user experience. Create a site structure that is both search engine friendly and intuitive for users:

  • Use keyword research to identify valuable search terms and topics
  • Organize content into logical categories and hierarchies
  • Implement clear, descriptive navigation and internal linking

Key optimization techniques:

  • Include target keywords in page titles, headings, and content
  • Create descriptive, keyword-rich URLs
  • Use internal linking to establish topic relevance and guide users
  • Optimize page load speed and mobile responsiveness

Remember that a well-structured site not only ranks better in search engines but also provides a better user experience, leading to increased engagement and conversions.

5. Craft compelling calls-to-action that speak to visitor needs

A call to action is literally a prompt and a mechanism to get your visitor to take the next appropriate action now.

Guide visitors to action. Effective calls-to-action (CTAs) are crucial for converting visitors into customers. To create powerful CTAs:

  • Use action-oriented, benefit-focused language
  • Make them visually distinctive and easy to find
  • Tailor the message to the visitor's current stage in the buyer's journey

Examples of strong CTAs:

  • "Start Your Free Trial Today"
  • "Get Your Personalized Quote Now"
  • "Download Our Ultimate Guide to [Solving Problem X]"

Test different CTA variations, including wording, color, size, and placement, to find what resonates best with your audience and drives the highest conversion rates.

6. Build trust and engagement through relevant, valuable content

Always put information at the point people need it.

Provide value at every touchpoint. Create content that addresses your audience's questions, concerns, and needs throughout their journey. This approach helps:

  • Establish your expertise and credibility
  • Keep visitors engaged and moving through your site
  • Build trust, which is crucial for conversions

Key content strategies:

  • Develop comprehensive FAQ sections addressing common concerns
  • Create in-depth guides and resources related to your products or services
  • Use customer testimonials and case studies to provide social proof
  • Offer clear, transparent information about pricing, guarantees, and policies

By anticipating and addressing visitor needs proactively, you remove barriers to conversion and create a more positive user experience.

7. Continuously test and refine your website for better performance

The only reliable way to know what will work for your web site is to measure what people actually do.

Embrace data-driven optimization. Implement a culture of continuous improvement by:

  • Regularly analyzing website performance metrics
  • Forming hypotheses about potential improvements
  • Testing changes using tools like Google Website Optimizer

Key areas to test and optimize:

  • Page layouts and design elements
  • Headline and copy variations
  • Call-to-action placement and wording
  • Images and multimedia content

Start with major elements that are likely to have the biggest impact, then progressively refine smaller details. Remember that optimization is an ongoing process – there's always room for improvement as user behaviors and preferences evolve.

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