What if you could fire the sales team, sit back and watch your high converting website single-handedly convert every lead in sight?

This is, of course, delusional thinking.

While the Jeff Bezoses out there may fantasise maniacally about sweeping redundancies and rampant automation, the more human-centric leaders among you will know that sales and business are about human processes.

The highest converting businesses are the ones whose websites understand user experience and work in sync with a sales team who understands customers.

High Converting Websites Have a Voice In Sales & Marketing Teams

According to Accenture and ThinkwithGoogle research, as much as 71% start the buyer journey with an unbranded search—aka, ‘Googling it’ and clicking a few websites.

That means prospects want to learn about you first. And they want to do it impartially on their terms. Once they’re ready to talk with sales, your website will have laid the groundwork for sales to fill the gaps and close.

For the website > sales > close workflow to run smoothly, your website needs to tell the right story well.

For that story to be well-written, sales and marketing teams need to gel.

If your S&M teams are making these kinds of noises:

Marketing? You mean the colouring-in team?
All they do is make branded merch & pretty website graphics.
How does that help me, exactly?
— Sarah from Sales

Sales? You mean the the booze and schmooze team?
All they do is wine and dine clients. They don’t appreciate
how the materials we create can help them.
— Mike from Marketing

Then you’ve got a big problem.

Here’s what you need to do:

1. Invite marketers into sales meetings

2. Share team & customer feedback about website experience

3. Use tools like HotJar to understand website user behaviour

4. Share and discuss HotJar website user behaviour insight with sales leaders

5. Feed all of this UX research back into frequent website user experience optimisation

Most conversions from a salesperson are also conversion assists by the website.

This means, to achieve a high converting website, your website user experience needs to be shaped around customer attitudes, behaviour, pains and expectation.

That requires learned insight through UX research gathered through sales & marketing coordination.

High Converting Websites Satisfy Rapidly Changing User Objectives

Already technology and world events are changing mental models and the rate at which user objectives shift.

With Covid the disruptor is still in play, plus the ‘Internet of Things’ and Industry 4.0 just around the corner, shifts in user behaviour and customer needs will only accelerate.

One key thing brilliantly high converting websites will get right in this context is rapid UX research performed frequently, or even seasonally.

Making legacy observations about customer behaviour on assumptions and legacy data just won’t cut it anymore.

You may even notice websites changing seasonally, driven by periodic Heuristic Analysis insight to match changing buyer trends and priorities across the year.

Read InsightfulUX’s Brief Guide to Rapid UX Research
for a 5-day methodology that will help you review user
objectives annually, or perhaps even more often.

High Converting Websites Do Frequent Housekeeping On Speed

It’s not breaking news that, as users and customers, we like things to run fast.

What might make the headlines, or at least raise an eyebrow or two is just how costly website loading and navigation delays can be, in real financial terms.

Deloitte Digital: Milliseconds Make Millions

In a 2020 report entitled ‘Milliseconds Make Millions’, Deloitte sought to try to understand the correlation between mobile phone site metrics and mobile site performance.

In other words, they wanted to know the impact of user behaviour as mobile browsing and website navigation delays went up by just milliseconds.

Here are some of their industry-specific findings on funnel progression:

Mobile site speed improvements had a direct correlation to improved funnel progression.

  • A positive change in the number of page views, conversion rates and average order value across all verticals
  • Retail conversions increased by 8.4% and average order value increased by 9.2%
  • Travel conversions increased by 10.1% and average order value increased by 1.9%
  • Luxury brand page views per session increased by 8.6%
  • Lead generation information pages bounce rate improved by 8.3%

Source: Deloitte—Milliseconds Make Millions

As for raw numbers: when mobile browsing load delays went above 1000 milliseconds (1 second), users lost focus on the tasks they were performing. Beyond 10000 milliseconds (10 seconds), users abandon tasks, and the website completely.

Here’s what you need to do

1. Test desktop & mobile site speed regularly (we recommend Sitechecker)

2. Check your website page architecture for disused landing pages and 404 error pages.
(Search site:[your website address] and google will show your entire website page architecture). If you find unused and error pages, delete them—they slow things down!

3. Read Google’s Mobile-First Indexing Best Practice document that’s packed with high converting website site speed optimisation advice.

High Converting Websites Perform Regular Website Audits

Auditing your website is really the starting point for maintaining a high-converting website. All of the outcomes we’ve discussed here fall naturally out of a good, thorough website audit.

The longer you struggle on without the vital insight a website audit produces, the more misaligned your website marketing will become, and the more your website conversion will suffer.

Website audits needn’t cost the world. Just a little time and collaboration. Get our attention and ask us about what goes into an entry-level InsightfulUX website audit.

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