Read this before changing your Web site
It’s time-consuming to offer 45 minutes of my time to anyone who wants to improve their online sales conversion rates. I just can’t think of any better way to introduce businesses to conversion concepts.
And the people I meet on the phone are priceless.
One such person is Tom Jackson of Heliski.com. His is a rare and instructive look at the power of the written word and the ineffectiveness of standard design strategies when it comes to conversion.
Tom had two sites targeting the same audience, and getting about the same traffic. Both had analytics installed.
According to him, one was “dated, awkward, wordy, but it’s working.” The other, he said, was “newer, looks better, better organized but WAY underperforming in lead gen.”
This was a rare opportunity to see how two very different approaches to Web site design performed out in the real world.
Which would you pick as the conversion winner?
Take a look at Tom’s two sites. Which would you pick as the hands-down winner? Which would you image would have cratered his income had he relied exclusively on it?
I did a complete evaluation of these two pages in my Search Engine Land column, and you might be surprised at my conclusions: strong copy beat slick new design.
What we can Learn from Tom
The moral of the tale is that Tom measured his sites’ performance. He had the analytics in place, and was smart enough not to make changes to his site without being able to measure their effect. By leaving both sites up, he was able to rollback the changes.
Do you know how changes to your site affect your business? You should.
I’m offering a two hour short course on June 11 in Austin entitled Web Analytics: Tools and Best Practices.
This is an Austin Entrepreneur Network short course, which means that it’s only $25. We love our entrepreneurs.
Join me and find out how you can avoid huge mistakes – mistakes that rob you of leads and steal your sales.
This is the second time I’ve done this presentation. Find out what attendees thought about my January short course.
Read my full report on Search Engine Land, and I hope to see you on June 11.
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