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It’s so simple, most of you will laugh.
But it will definitely increase your rate of conversion – that is, transform visitors to your website into actual customers.
It’s why ProFlowers is beating the pants off of Teleflora.
It’s why a relatively unknown VitaCost is leaving Drugstore.com in the dust.
And it’s why L.L. Bean reigns supreme.
It’s one simple thing.
Month after month, the websites that are listed by Nielsen as having the top conversion rates have the phone number listed on every page of their website, usually in the upper right-hand corner (where the eye naturally falls in looking at a page).
Why is that so important?
I’ve written on this blog about how women function; how they often make their purchasing decisions based on internal or external energy.
Most online retailers (and service providers) build a website for the “internal energy” (or introverted) female, figuring she wants to shop on her own without being bothered.
But “external energy” (or extroverted) women shop online as well, don’t they?
Extroverts get their energy by connecting with other human beings. Let’s say an Extrovert is on your website. She likes what she sees, but she has a couple of questions.
She’d like to pick up the phone and call you.
But you have no phone number listed – at least not one that’s easily accessible.
What’s she going to do?
Bail on you, that’s what.
Is your phone number given a place of honor at the top of every web page? It’s the Number One thing most businesses forget – and the easiest thing in the world to do, to convert more of those window shoppers into actual customers.
What are some other tips you’d like to share, on simple ways to make your website more powerful?
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
Just to add: yes, there are exceptions to the rule – Amazon.com being one of them. But the success of “online access only” retailers is a rarity. And amazingly, I never see Amazon.com listed as one of the Top 10 converting websites.
Doh! Michele, this is so Simply Insightful…
Makes me both laugh and cry when I think about the frustrated or anxious calls we’ve received on our site because our phone number is less visible, bottom of the page.
Think I’ll take a few minutes and remedy that.
Thanks for the gentle prodding. You rock!
Best,
ME
You just made my day, Mark! Thanks for commenting – I’d love to hear if you see any conversion uptick from this.
…and then ANSWER the phone!
You’re right, Mary! That’s probably the next post I should write!
Once again, Michele, a great post. I have used ProFlowers as a case study for my own clients, not because of the phone number placement (although I’ll now add that to my notes), but because they are masterful at what I call “reassurance” messaging. You get an email when your floral order is placed, another one when it’s picked up from the growers, and yet another one when it’s delivered. A simple (and likely automated) process that is so comforting when sending a gift.
Thanks, Michele, for including us in your blog post (though not in the most flattering light).
Funny thing, we were actually discussing the relative visibility of our phone number just this week – your post will give us a little more initiative to investigate a change! Thanks for your insights and have a great day.
-Nicole at Teleflora.
Well, thanks for commenting, Nicole! While I was perhaps a bit “dramatic” in my wording, I’m honored that you would not only reach out but consider making a change.
I really believe that adding the phone number at the top of the page would have a very positive effect for you guys. I DO hope you will keep me posted on the results! I’d love to see you beat the pants off of ProFlowers.
Why isn’t your phone number in the top-right?
Good question, Jonathan. It’s done on purpose.
I walk a fine line between trying to convert readers into clients and protecting my energy for things I need to focus on, namely writing and speaking.
During those times when I have a full workload and speaking gigs, I remove the number from the site. Otherwise, I am deluged with phone calls from very nice, well-meaning people wanting free advice. And it’s in my nature to want to help everyone, which takes my attention away from what’s most important. It’s all I can do do keep up with emails every day.
When the time comes that I’ll be on the hunt for clients again, you can count on seeing the phone number in the upper right-hand corner.
Thanks Michele, this is a bit unrelated but just the same, I think women like the phone for immediacy and that’s why I like having my radio show (www.blogtalkradio.com/realwomenonhealth)
one that women can call in for. I find that most women want to pick up the phone to discuss our health topics with experts. This way, it opens up for older women who use the phone as much as younger women text.
Thanks for this post!
Please note the phone number is all digits! I only have a Blackberry and the key pad does not have the alpha/numberic combos of a traditional phone. This is something that needs to be thought of for us cell only crowd. Display the digits please.
marketingseo
and then ANSWER the MOBILE
marketingseo.blogspot.com
Thanks Michele, this is a bit unrelated but just the same, I think women like the phone for immediacy and that’s why I like having my radio show.