Help
There are more than a thousand ways to optimize your website to maximize conversion rates. The following excerpt from Andrew B. King's Website Optimization explains one of the top 10 factors to maximize conversion rates.
Write persuasive, compelling copy with benefits that appeal to the needs of your customers. Whether you are showing the benefits of your service or offering product descriptions on your e-commerce website, your content must convey benefits that capture your visitors' attention.
For example, avoid feature-oriented copy such as this:
| 5.7 liter hemi 4 valve engine. The Tundra engine incorporates a number of innovative, high-tech features that boost horsepower and fuel efficiency. It provides high compression ratios, hemispherical cylinder heads, and four valves per cylinder to improve combustion. |
Instead, use personas to create targeted, benefit-oriented copy (see the "Maximizing Conversion with Personas" sidebar, earlier in this chapter). The following copy assumes that a prospect is looking for power and status in a vehicle:
| 5.7 Liter Hemi V8 provides maximum horsepower for towing heavy loads. The tough Tundra truck boasts a high-tech 5.7 liter V8 engine with plenty of power to tow the heaviest of payloads. You'll turn heads towing your boat to the beach, while saving money with our innovative fuel-efficient design. |
Do I want more power? Yes! Do I want to turn heads? Yes! Sign me up for one of those bad boys.
Avoid features. Think benefits. Features appeal to the intellect, benefits appeal to emotions. Without an emotional buy-in, customers won't click.
Is your site easy to find, simple to navigate, and enticing enough to convert prospects into buyers? Website Optimization shows you how. It reveals a comprehensive set of techniques to improve your site's performance by boosting search engine visibility for more traffic, increasing conversion rates to maximize leads and profits, revving up site speed to retain users, and measuring your site's effectiveness (before and after these changes) with best-practice metrics and tools.
