Watch the video and I’ll explain:
In summer 2006, I heard Bryan Eisenberg say at Search Engine Stragtegies conference in San Jose:
"Traffic is NOT your problem. Conversion is your problem!"
This statement hit me like a ton of bricks. I grabbed four copies of their newly released book, Waiting For Your Cat to Bark, and read most of it on the hop back to PHX.
In December 2006, I went to Wizard Academy outside of Austin to take a class called Wizards of Web, taught by Bryan & Jeffrey Eisenberg. The biggest takeaway for me was realizing that in every buying situation (web or in person), there are ALWAYS four modes in which people buy.
- Fast + Logical = "Competitive"
- Fast + Emotional = "Spontaneous"
- Slow + Emotional = "Humanistic"
- Slow + Logical = "Methodical"
Recognizing this, the way in which you organize content and copy on your website is the difference between a website conversion rate of 2% and 10%.
So I hired them…and Google did a Case Study!
At the Wizards of Web class, I talked to Bryan and Jeffrey about hiring their team to do some work for Jigsaw Health, my other company. They had a "hush-hush", insider opportunity to Beta test Google Web Optimizer on some clients, and we agreed to go forward. We eventually became a Google case study, which was pretty cool.
I’ll admit, it was sort of a PITA to do this website review. I’m not a professional presenter or public speaker. And I tend to let perfect become the enemy of good enough too often.
So please give me some feedback. Would you like more website design reviews and "Before & After" type videos. Is it useful to you? Would you subscribe to my feed?
Update: I learned from What Winning TechCruch40 Did for Mint.com that they have 10,000 new user sign-ups per week. Having a great website isn’t the only reason for that, but Mint.com optimizes traffic conversion el big time. I estimate a 17% conversion rate.