Keep Customers Onsite: Remove Your Website's Vanity Mirrors
Posted on Mon, 27 January 2014 by Scott Brisbane
Have you ever met someone who only seems concerned with himself or herself? They will turn discussions into something about their life. They love to talk about and highlight all their achievements. You might even catch them looking at their reflections in windows.
"Oh, the vanity"—these people just know how make you feel important, right?
Is Your Website About You or Your Customers?
When you look into a vanity mirror you see yourself. It is all about you. Consider your website. Do you have information all about your business? Is the language used always your business name, "I", "me" and "we" rather than "you" and "your"?
At this point it is important to consider what you are trying to achieve with your website. Who are you trying to speak to?
If you want to pull in customers, then it is important to speak to their interests and needs. Potential customers visiting your site are interested to know what you have for them. So tell them how they will benefit. Make their needs the focus.
Learn From Billion Dollar Giants
Visit websites of billion dollar companies like Microsoft or Apple. Do you see them putting themselves forward first? No—they understand the importance of speaking to you. They need to hook your interest within 10 seconds or you'll likely leave.
Amazon was the #1 Internet retailer in 2012 and made $61.09 billion. This is an increase of 27.1% on the previous year where they made $48.08 billion. This billion dollar company tests everything to maximise visitor responses and profits.
Visit Amazon.com. What do you see? It isn't the prettiest site, but notice how everything is about you–the visitor? It is "Your Amazon.com", sell "Your Books", access "Your Account".