4 Things Dating Can Teach You About Conversions

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4 things dating can teach you about conversions

There are no hard and fast rules in dating. It’s a different-strokes-for-different-folks kind of thing - people have idiosyncrasies and preferences.

The same is true for your web pages. No matter how well-designed your page is, not everyone who gets there will convert - visitors have different tasks, and there are factors that have nothing to do with your page. 

Regardless, there are ways to ruin dates that are pretty universal, and there are things you can do to your pages that can tank your conversions.  

1. Do not propose on the first date

Take it from the animated blockbuster “Frozen”:  you don’t get engaged to someone on the day you meet them. The same is true for your page - you have to let the visitor understand your business model first before you present your call-to-action. 

Let’s take a look at Fastest House Buyer’s home page.

fastesthousebuyer fold new

There’s a large form and a call-to-action at the top of the page. However, for people who are not familiar with the company and land on the site for the first time, it will be difficult to tell how the company works and what they do without reading the tiny text on the page.

They need to set the stage for the call-to-action by talking about the advantages of using Fastest House Buyer instead of selling the house in the traditional way.

Similarly, in a relationship, you have to let your partner get to know you well first, and vice-versa, before you propose.  

2. Suit up

You don’t necessarily have to get your Prada on, but what you wear does say a lot about your personality, so it’s advisable to put on something that reflects who you are, but is at the same time presentable. 

In the same way, your page must speak to your intended audience; it needs to be professional and usable. Because you can’t use gestures or intonation to convey your message, your trustworthiness depends on fonts, colors, and graphical elements that make sense. And it’s not necessarily just about looks - you need  to make sure your buttons look like buttons for affordance, and you need to limit what you display on form fields. Think of it as smart-casual - form and function are both serviced. 

What you don’t want is to have a dozens of different alignment points, no boundaries, and poor presentation - that just tells your visitor you’re not who you’re trying to come off as.

For example, BridgeCable.com, a fairly localized business, says that they are “known as the foremost authority in network cabling and low voltage installation,” yet their site does not convey that – it’s mostly a collection of random things in a sea of whiteness; the text is poorly laid out, and the entire page is aligned to the left. 

bridge cable home page

3. Show that you’re the perfect match

You wouldn’t want to date someone you have no common interests with, would you?

The same is true with customers - you have to show them that your products and solutions are the right fit for their business. Say you’re Johnston Raymond Equipment, and you’re trying to get people to navigate their way into your offerings. What you don’t want to do is randomly present categories and subcategories of your offerings. 

johnston raymond

The first thing you need to think about doing is ensuring that the visitor feels you’re a match - and that process can begin by showing them the most popular industries that you cater to, so they can self-identify first. If they are part of your core market and you show them that – show case studies of the visitor’s industry and well-known brand names of competitors - they are more likely to respond to you. 

4. Go for a second date 

Not everything that needs to happen for a transaction needs to happen on the first visit, just as not everything needs to happen on the first date. 

To deepen the relationship, you have to take visitors from the top of the funnel and provide them educational materials without asking them to fill out a 12-field form. If they come back and navigate into your offerings, they don’t have to complete the transaction yet - maybe you just need their email for lead nurturing first. If they transact with you once, that’s not the end of the story - you can turn them into a lifelong customer and go for the customer lifetime value (CLTV) instead of the transaction value.

The point is to think about the second date, and the third, and the fourth, and how to deepen the relationship further.

Putting It All Together

There are no hard and fast rules in dating, just as there no hard and fast rules in conversion design. The key is to avoid the major gaffs and to think long-term. 

'Want more tips on optimizing your pages? Watch SiteTuners CEO Tim Ash's landing page reviews.