In every single one of my articles, I’ve tried to explain mostly universal techniques that could improve product understanding and conversion rates, but there is something that could help every single website in the world, and that is to Design around objections and your current customer’s feedback!
What your website might look like (vague/hard to understand):
And your potential customers trying to figure out what it does…
“Potential customer” (Wait, Mr. Bean is a potential customer? Cool..)
When you find out what things are turning off your potential customers (aka their objections) it can either tell you one of three things:
I will focus on the last one.
What’s the point of having a great product if people can’t understand it from your Landing Page?
Don’t expect people to try and see it for themselves first…
If that is working somewhat well right now imagine how many customers/revenue you are losing!
You need to try to find out why your current customers felt convinced by the product, what things they didn’t understand as much and if you can try to find out why people left your website by interviewing them.
Bonus: I have a full guide on this in Step #1 of my free video course, you can sign up here for free.
Note: if they are not your target customer ignore their objections because if you act on them you might be ruining the message for the ones who actually need your product or service.
What people say they want the most in your product/service and what actually made or will make them convert might be completely different!
Use the questions covered and keep asking why. The real reason they like/dislike your product is very rarely the first thing they answered!
I know it might seem weird to do this with every question but when you do it you will get more meaningful answers that reveal the real things you need to focus on your website and even in your product.
HAHA GOTCHA!!! (You, when finding the real answers)
This is mainly about the way you might think about your page’s structure and how you organize and prioritize the sections to achieve a certain message/explanation. The main difference between what I called the “normal mindset” and the “new mindset” is to stop thinking about pages as a bunch of sections instead of a detailed “story” that predicts and answers your potential client’s most important questions or needs.
My website consists of a bunch of different sections that showcase my product/service.
My website needs to follow a detailed story that, based on my client research, predicts and answers my potential client’s frequent questions, doubts or their needs.
These examples refer to common objections you might be facing too (I won’t reveal the confidential ones) and they are from one of my client work projects (smartbnb).
Below you can find the objections and the respective solution.
With decreasing attention spans and patience for bad websites, it is increasingly important to show what your product does and how much value it could provide as fast as possible, that means your headers need to be really good, here are a few requirements.
If you can’t create trust on your website then how do you expect people to pay for your product/service? If your product is good enough then you probably have a lot of people saying good things about you, so create content around it to make your website trustable.
For most Startups their website is a huge sales channel, it is what new potential customers see, it’s what your current customers come back to and it’s where press and yourself redirect traffic to, please give it some more thought!