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Yes, you’re reading that right. The difference between having a successful conversion – or just not getting it – is only 2 millimeters. And you know: when only just not getting that conversion, you’ll literally get… nothing at all. Painful: you do pay for ads or media you used to get those visitors, the ones aren’t converting, to your website. Perhaps you’re doing really well, but you’re only just not doing well enough. There goes your margin! How frustrating is that?

250,000 people in 10 years

In the past ten years, we at WUA made over 250,000 consumers perform hour-long searches for a product or service. Time and again, we want to know who they’re finding, what they’re experiencing, and who they choose and why – based on our elaborate benchmark questionnaire and validated models. The great thing is that we’re also always asking who their second place is. And what this second place should improve to become number 1. In the responses given by thousands of consumers in our studies is an important conversion key. That’s what you need to get started with!

With the validated Web Performance Model (see below), we create a razor-sharp overview of the experiences when people search for your product or service in the elements of Look & Feel, Offer, and Brand, for every website. From years of research experience, we know the most important reasons people put you in second place are the brand experience and the experience of the Offer. In other words: how are the USPs experienced? What are the expectations of service? What do consumers feel about the prices? How professional, knowledgeable or sustainable do you look? It’s not only about yourself here. Each visitor compares you to the competition. Because the point is what the experience is on your site compared to those of the immediate competition. That’s where you can make a difference! That has to be better than the competition on the right elements!

We’re seeing that in every journey, the impact for each element is different. That’s why it’s essential to know which elements make the biggest impact in your market. The danger is that when you don’t know this, you’re searching in the dark for the right points to improve upon. With tons of discussions as a result…

Heavy digital competition: Winning or losing is in the details

Often, in markets with heavy digital competition, we see providers are only millimeters apart: respective scores of 7.8 and 8.0 on reliability, for example. This can make a world of difference in the eventual preference/conversion of the website. Even if you’re already performing very well. It’s about those 2 millimeters of difference where you need to make that difference.
I also regularly see companies busy themselves with improving one design element from a 7.7 to a 7.9. After a long wait (it’s always slower than you’d like), you find out the impact was nil. Ouch! So much time, money, and energy put into this. And your competitors improved, too! It’s about working on the right points faster than your competitors do, that’s where you can have the biggest impact.

Optimizing conversion based on true customer needs

The point is that you can only test these conversion elements, I think when you’re imitating reality based on customer needs. We do this at WUA with the following type of case, for example: “Orientate yourself online on energy contracts or car insurance.” From there, you want to find out how they experience each online shop, and who they decide upon in the end.
We at WUA believe that if you really want to structurally improve your conversion, you need to measure your most important journeys in a rhythm of every quarter, every six months, or every year, and then benchmark them. That this, then, is included as KPI by the board, online and to the online team, with the departments involved (think of proposition, marketing, and sales). By doing this, you’ll really know what to improve upon to create the biggest impact on online conversion. And get started with a clear focus and actually improve this. Then, you’ll manage to get the right results.

Do you want to know more about this? Plan a meeting with one of our consultants. Or read more information about the Digital Sales Scan.