Stephen Covey’s book ‘7 Habits of Highly Effective People’ became a bestseller and is still valued today. His book became a multi million dollar bestseller because it gave people a simple formula of becoming highly effective by adopting only 7 habits. It became unavoidable because the idea was very unique and sense of novelty in a product always attracts customers.
The main purpose of building a website is also to attract more customers. Bigger businesses have the ease that comes with bigger budgets and they can afford to place ads and utilize other expensive methods to get customers. Small businesses don’t have this luxury.
However, every business once started from scratch and grew with time and effort. The best businesses thrive because they kept their ‘consumer’ in mind. As a small business website, this should be your aim and goal – to attract the attention of a potential customer and convert them into a paying customer.
Keep A/B testing:
As a website owner, you may assume that your pages are doing just fine for everyone. Assuming is not going to benefit your site’s conversion rates because it is extremely important to know what the user thinks. For this purpose, you need to run split tests on your most important pages. A/B testing or split testing is the process of trying two different things on the same page and projecting it to the users at the same time. The results achieved by these tests are checked to see which page converted better. It is going to tell you a lot about user choices and their preferences on your website.
Therefore, the most important page you should test is the landing page. Keep adding new elements and check them to see how they convert. The viral video site Upworthy is a good example in this case. Almost all of the stories on Upworthy go viral. They’ve built a thriving business online which is loved by common users due to its uniqueness. However, it wasn’t built in a day. The company tested everything since day one; site- headlines, content, site performance, you name it.
As they improved and grew a subscriber base, they kept realizing new stuff like performance based on high activity on the site or content placement according to priority. They grew their conversions by 28% and the social engagement of the site also grew many folds.