When less than 2 percent of your visitors even know what you sell.
I did an independant content audit and 5-second test of a newer SaaS firm, Cien and that’s the numbers came down to.
However killer of a service you offer, your leads are not archeologists; don’t make them try to translate cryptic iconography to even begin to grasp what it is you sell.
While there are far worse examples of this, the statistics on the 5-second test I performed on Cien’s website are proof enough that using “average” or DIY copy, and not implementing copywriting best practices is actively burning cash.
Borrowing a metaphor from Joel Klekkte, your website is a gas can.
Your Website is A Gas Can
Your website is a gas can and it’s riddled with holes.
You want to carry as much gas as possible back to your stranded car - you’ve got places to be!
But no matter how much gas you pour into the can, by time you get back to your car it’s all leaked out.
You can try filling it to the brim and racing back to your car as fast as you can, but it’s not enough, you’re still wasting gas and you still can’t start your car.
Instead of pour MORE and MORE gas into the can, just plug the holes. That’s what copywriting best practices do for your website.
A website with ambiguous, diluted or conflicting CTAs, a website that doesn’t clearly spell out what you offer and what you want your clients to do is a leaky gas can.
No matter how much money you pour into getting more traffic to your website, your still going to be losing the VAST MAJORITY of leads who would have loved to buy from you if only they knew what you offered.
Most companies spend thousands on unsuccessful websites and landing pages and think pouring more traffic in via advertising will solve the problem - but they never plug the holes in their gas can.
The leads, and their money, pour right out of the bottom.
This is what we’re working with:
It’s crisp and clean and utterly useless.
Who is Sara?
What is she selling? Do I even want to know? Is that relevant to what Cien can do for me?
“It shows?” What shows? I still don’t know what Cien offers.
“Get started”? What are we getting started with? I don’t even know what the hell you’re selling.
This is the image I used for the 5-second test I conducted. The results? Well…
One person thought Cien sold face cream - it was that bad.
You can see the survey results for yourself clicking this link.
To make it easier to grasp I put the graph to the right together.
Out of 61 professionals from 13 different countries, nearly 20 plainly stated they had no idea what Cien had to offer from looking at their homepage above the fold. That means that their first impression on roughly 30 percent of their traffic is a giant question mark.
You know those people won’t buy, even if they’re in the market. If they followed an ad to get there or Cien came up in an organic search, you know they’re in the market.
A few people guessed close, assuming Cien did something with customer relationship managers (CRMs), but that’s still a far cry from what they have to offer.
Ultimately, NO ONE knew what Cien sold after looking above the fold on their website. Even looking at the content below the fold you have to work to decipher what they sell.
So, what do they offer? They’ve got an AI system that takes the aggregate data from a client’s CRM and uses it to make forecasting predictions on future business.
Pretty damn big deal, huh? Too bad no one knows it looking at their website.
The Difference Good Copy Makes (WHY YOU SHOULD CARE)
Thankfully, no one is stuck in this trap - there’s a way to plug the holes in your gas can and to actually sell to organic traffic visitors and PPC clicks.
How much of a difference does it make?
The cross industry average conversion rate for landing pages / sales pages / lead generation pages.
The conversion rate of the top 25 percent of companies
The conversion rate of the top 10 percent of companies
The difference between being “average” and being decent means more than doubling your conversion rates.
So, how much money are you leaving on the table?
The better question; how much money are you pumping into a leaky can expecting there to be something left when it comes time to cash in?