I was reading "Made to Stick*" yesterday evening and came across an interesting "word" - WIIFY (pronounced "whiff-y") which stands for "What's In It For You." Great question! WIIFY is what you may think every time you are looking at buying new products or enlisting new services.
If every website was written for the visitor, answering the WIIFY question, a lot more people would be doing business online. Sadly, most websites are written touting the features, laudes and history neglecting the all important benefits oriented approach. Even more so, sites should show the benefit of the benefits as well. For example: This time tracking software will help you be more accurate when billing a client (benefit) , which will translate into more revenues because you won't miss a minute (benefit of the benefit).
This may seem like explaining the obvious but remember that the best way to get conversions on the internet is to tell visitors what you want them to do and make it easy for your visitors to take that action. It stands to reason then, that further explaining the benefit of the benefits will help visitors connect the dots quickly and easily, further increasing the appeal of your product or service.
So along with all the other things an ideal website should be, add WIIFY to your list!
It's not uncommon for website managers to inadvertently shun visitors with, what may look like, a fairly benign website.
For example, do you use forms that ask a multitude of possibly invasive questions? Keep to the basics and you'll find better conversions. And, if what you have to offer is appealing, they will most likely give you more information at a later point in the process.
Are you using ALL CAPS when trying to communicate your message? Keep in mind that writing in caps is the equivalent of yelling and should be done sparingly. Along these same lines, use visitor friendly phrases, avoid telling people what they "must do," instead offer options.
What about your sign up or check out process? Have you taken the forethought to explain why the information is needed and to have a solid privacy policy easily accessible to your visitors?
Although the web can be cold and impersonal, using kind and helpful words will go a long way. The best way to determine if your site has a friendly approach to visitors, ask people outside your organization to take a look and give feedback. You may be surprised at what you can learn.
," by Chip & Dan Heath. It can be purchased online at Amazon.com - my favorite bookstore.
