Get ready for a large number of assumptions.
Let’s assume that someone out there is in need of what you sell, and that they go to Google (where else?) to see what solutions are available.
Whether it’s one of your AdWords ads or one of Google’s regular listings, let’s assume that they see your website first, and click on the link.
Your website then has three challenges.
The five second challenge occurs when the visitor quickly scans your website, often without even scrolling their mouse. They need to decide whether you do in fact have the solution to their problem, and whether your website appears credible.
Assuming you survive the five second scan, the thirty second challenge will then occur. This is when the visitor actually uses their mouse a little, reads some of your text and clicks on a link or two. They mainly want to see how good a fit your solution is, check the price, see what it looks like, and perhaps skim some testimonials if you’re lucky.
Assuming they get what they’re looking for, you’re now in the third challenge – the two or three minute exploration. By now the visitor is taking what you sell seriously, and is looking for details, reassurance and reasons why your product is worthy of their hard-earned cash.
If you’re really lucky, or your website does a phenomenal job, they’ll then reach for their credit card and purchase. What is more likely, however, is that they’ll go back to Google to see what else is available.
Let’s assume that you have only three serious competitors, all of whom have reasonable products and good websites to present them.
Assuming that they look at all three, and spend a similar amount of time on each, you’re looking at an extra 10 – 15 minutes or so before their research has finished.
If we assume that they’re now ready to purchase, it may have been quarter of an hour since they left your website, and they’ve seen three other reasonable contenders since then.
The question is whether they’ll now remember what they saw. Did your website do a good enough job of clearly and effectively presenting what you sell? Did your particular benefits shine out, and did they shine brightly enough to leave your competition in the dark?
Unless you’re lucky enough to have no competition, your website shouldn’t just present your product as an answer to your visitor’s needs. It needs to compete with your competition, all of whom are only two clicks away. Too many websites make the mistake of assuming that once they’re on the website, they’re in the net. Don’t make the same mistake. You know what they say about assumptions.
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