3 Questions to Fix Conversion Problems on Your Site

Have you ever looked at a page on your site and thought to yourself: "how can I improve this? Where should I start?"

Watch today's video and that will no longer be a problem for you!

In this video, you'll discover a simple set of questions that you can use to systematically improve and streamline and post, page, landing page or even an entire website.

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If you'd like to see the website review video mentioned above, check out this post: How to Double the Effectiveness of You Blog's Homepage.

The three questions should be applied to every single element on a page and they are:

What is the Business Purpose of this Element?

How does any given element on a page contribute to your website's business goals? Is the element there for a specific reason that supports your business goals or was it just added because it looks nice or a competitor had something similar?

The guideline I use for determining business goals is very simple: the only two things that matter are content & conversion.​ The purpose of anything I do on a website is to either provide useful, valuable content to my audience or to convert more of my audience members into subscribers and customers. That's it.

The same goals might not apply to every business, but I recommend either using the content & conversion principle or something that is equally simple and to the point. If you have a list of business goals that's 10 items long, your website is probably going to be confusing to your visitors.​

Would it Do Any Harm to Remove This Element?

This question can be a tough one to answer, but it's essential to creating pages that are streamlined for conversions.

What it comes down to is efficiency: if you can achieve the same result in fewer steps or with less stuff on your page, you should go for it. At the very least, it will result in a performance benefit, because a page with less stuff on it will always load faster than a page with more stuff on it.

Removing elements using this question will also lead to simpler, less cluttered and easier to understand pages.

And remember: if you're ever in doubt about whether removing an element would or would not do any harm, just test it!​

Could There Be a Better Use of the Space This Element Occupies?

Even if an element on your page passes the first two questions (it's there to serve a business purpose and it's important enough to keep on the page), it might not pass this third question.

The reason I added this question is because whenever I build any kind of page, I always try to keep in mind that the reader's time and attention are limited and highly valuable resources.​

Your reader's TIME and ATTENTION is limited and valuable. Build your websites accordingly.

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Especially for your above the fold content, be very deliberate about how you use the available space and don't be afraid of eliminating everything but the highest priority elements.

None of the above is meant to say that less is always better. Long form sales pages work great and long content gets shared more. The idea isn't to make everything shorter and more compact. The real purpose of this 3 questions system is:

  1. To bring your website and content in line with your top business priorities.
  2. To remove unnecessary and distracting clutter from your website and offer a more streamlined experience to your visitors.​

Let me know what you think of this system! I'd also love to see some before/after examples of pages you've changed based on the three questions.

Shane

Author: Shane Melaugh

Shane Melaugh is one of the co-founders of Thrive Themes and in charge of marketing, content and product strategy. When he isn't plotting new ways to create awesome WordPress themes & plugins, he likes to geek out about camera equipment and medieval swords. He also writes about startups and marketing here.