Image credit: davidsidlinger
How many times have you heard this or had it implied? When conversions are low, whether sales, enrolments or event registrations, the website is usually the first thing to be blamed as the cause. Websites, even though they have been around for years, are still ambiguous. People that are not close to the web industry may not fully understand or appreciate the process of planning and building websites. Things that are misunderstood are easily blamed.
In some cases, it very well might be the website’s fault. But in other cases low conversions could be due to any of the following reasons:
- poor offline & online marketing
- low demand
- high product cost
It’s been implied to me that website visitors are not able to find specific content on our new website, which has caused that area to under-perform. If you’re responsible for your organization’s website and you hear,”‘it’s the website’s fault” or something similar, remain calm. Here are some things to consider:
- Use Analytics: Web analytics can be your best friend when posed with a similar issue. In our case, traffic to that area of the website actually increased, compared to the same time last year.
- Quantify Issue: It’s important to fully understand the magnitude of the issue. Is it one or two people with difficulty or a large segment of your audience. Ask those you approach with a similar issue to quantify the issue. With the web, you will never please everyone. It’s important that you don’t spin your wheels attending to the issue of one or two.
- Don’t Assume: Don’t assume that because you’ve done your research and planned the website that there couldn’t be still be issues. The minute you assume your website is perfect, is the minute your website will fail.
- Seek to Understand: The web is still ambiguous to many and their explanation of the issues may not be clear. Make sure you understand the issues completely before you make recommendations.
- Make Recommendations: Last month I had a post that talked about aligning solutions to the issues. Once you understand the issues, you can make recommendations. These recommendations may not have anything to do with the website, but maybe in the promotion of the website.
If you’re in a larger organization, you may encounter these complaints more often. Following these points will help to diffuse the issue and come to a conclusion.
What do you do when face with similar issues? Please share.