As part three in our Site Renovators project we are going to review Hermann Communications to see how we can improve the overall site performance from a conversion perspective.
Some may think a conversion is only when an actual purchase is made, however we are looking at a conversion as any action we want a user to take that adds value to the business. This could be anything from subscribing to a newsletter, filling out a contact form, or, yes, purchasing a product.
The first step to outlining these conversion goals is to understand why the site exists. What is it that the site needs to accomplish for us or our business? In the case of Hermann Communications the main goal of the website is to get customer leads. This gives us two very specific actions we want the user to take:
Now that we know what actions we want the users to take, we can start looking at the site to see if we are presenting these items in a way that will get the users to follow through with these actions. For us to effectively do this we must give the user three things:
These three things are the foundation of getting better conversions and unfortunately where many sites fail to deliver. Now let’s take a look at hermanncomm.com and see if there is anything we can do to improve their conversion process.
The best piece of content in the copy highlights the 20 years of experience in their area of expertise; unfortunately it gets lost in the copy. This should be called out much more, along with some customer testimonials or other things that would bring credibility to the company. Remember, we not only need to give reasons “why” but also the confidence to complete the action; done by creating trust and credibility.
As you can see by just clearly defining the site goals and looking at a page through the eyes of your users you can come up with some simple site changes that can make a huge difference in the performance of your site.
In our final post we will put together a redesign of the homepage implementing these recommendations. Obviously there are many things that can be done to improve page performance, if you have any good recommendations or thoughts on this page feel free to leave them in the comments below.