A review of “Converting the Believers”
This week, I read the book of “Converting the Believes”. It tells me how to make the visitors to turn believers into buyers.
At first, the book introduce the concept of believers. It also gives us the background information that in the U.S. alone, companies spent over $21 Billion last year driving visitors to their websites and doing their best to turn doubters into believers. For all of the money spent leading believers to the virtual door, though, only a fraction of those companies spent the time and money necessary to convert those believers into buyers.
Then, the book the three step about how to create believers:
(1) Website analytics
(2) Usability
(3) Testing
Website analytics:
For this part,we need to focus three questions: “Are we getting more visitors?” “ Are they staying longer?” “Are they buying more products?” This book leads off with analytics for one very important reason: if you can’t measure something, you can’t tell if you’re getting better at it. Therefore, the goal of web analytics software as a tool is to reduce mountains of visitor data into meaningful statistics and graphs like the one above.
There are two ways for analytics:
- Log-based Analytics
- Script-based Analytics
Conversion: The Gold Standard:
Usability:
For this part, it tells us something we will notice in our website pages. So we can not make users confuse when they visit the website.I want make a example to explain.
I choose Xfinity website for my example because it’s navigation structure.According to web navigation convention, I do the following analysis ( The basic elements of website ):
1.We can through Site ID to know where we are.
2.We can see different levels of navigation, and the levels are clear.
3.Interface layout in the line with the user habits.
4.Use the tab menu.
5. It is clear to let users know where we can find things that we want.
…
Testing:
The simplest test might look something like this:
Split (A/B) Testing:
Multivariate Testing
Depends on different situation, we can make different test for the website that we design. But all of this test need to accord with usability of website.
In conclusion, the purpose of all these steps is that we should make the visitors want to go our website to buy our products. Website design connect with marketing. A good design can attract people to go to your website. The website with a good interactive design can let the visitors to stay ,and it also can make the visitors think it is comfortable to buy something in you website. Thus, we need to focus on how to change the visitors to become buyers. How to change their mind and actions?
