The picture below illustrates all too well the dangers of running a website without some kind of conversion optimization effort.
What you are seeing is the office where an un-optimized website was hosted. The site was designed by an agency that let the charismatic CEO influence the design. Unfortunately, little attention was paid to the shopping cart. It was assumed that visitors would just figure things out.
They were wrong.
The abandonment rate – a measure of the visitors that start the checkout process but don’t finish – rose to alarming levels very quickly.
The abandonment rate of a website housed in this building approached infinity causing a gravity well, or “black hole” to form.
As the abandonment rate approached infinity, a rare singularity was created that threatened the entire building. Left unchecked, the entire business could have been consumed by the black hole that developed from the singularity. The gravitational forces of this website black hole are so strong, not even money can escape.
This is a situation in which a poorly designed website not only loses money, but sucks away all future opportunity. There is nothing worse for a brand than a bad online experience.
By inserting a Conversion Catalyst into the site, the abandonment rate returned to safe levels, saving the business and several surrounding buildings.
A Conversion Scientist was able to avert catastrophe by inserting a Conversion Catalyst into the site and completing some targeted split tests. Problems were isolated and corrected. The abandonment rate returned to safe levels saving the business — and several surrounding buildings.
The moral of the story is that untested websites not only threaten current sales, but can create ripples across the time-space continuum that some businesses never recover from.
Is there a black hole in your website from which money is not escaping?
Ask us about a Conversion Catalyst for your website.
Brian Massey is the Founder and Conversion Scientist at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.