“But my clients are different from everyone else’s.”
This is what we hear from nearly every client when we start working together. The truth? Your clients think a lot like everyone else’s clients. They have the same fundamental concerns, questions, and decision-making processes that drive their purchasing behaviour.
The key to dramatically improving your website’s conversion rate isn’t just about having a beautiful design, (Though of course this helps!) It’s about understanding and addressing that “internal monologue” running through your potential customers’ heads.
The T-Shirt Test: Understanding User Psychology
Let me demonstrate this with something simple we can all relate to: buying a white t-shirt online.
Even for something as basic as a t-shirt, your mind runs through dozens of questions:
- Can I afford it?
- Will it fit me properly?
- What material is it made from?
- How will it look on my body type?
- Is it machine washable or hand-wash only?
- Can it go in the tumble dryer?
- Will it show sweat patches at the gym?
- Is it suitable as a gift?
- Does the photography give me a realistic idea of how it will look?
If this level of detail matters for a simple t-shirt purchase, imagine how many concerns your potential clients have about your more complex products or services?
But how do you relate this to your own business? Well the easiest way to do this it talking you through how we’ve done this for other clients in the past. Im hoping this will allow you to think differently about your own site. (Also if you prefer, skip to the bottom of this blog for a video version of this instead.)
Case Study: Adventure Base – Answering Every Concern
Let me show you how we applied this thinking to Adventure Base, an adventure holiday company offering trips like climbing Mont Blanc. While this is an older project of ours, it continues to perform exceptionally well because it systematically addresses customer concerns.
Beyond the Obvious
Sure, they show beautiful photography of mountain destinations and booking options, that’s the obvious stuff though. But we went deeper, to address the real concerns potential customers have:
Equipment Concerns: “Do I have the right gear for this?”
- We included downloadable kit guides
- Made it clear that all equipment is available for rent
- Showed exactly what’s needed for different conditions
Inclusion Transparency: “What’s actually included in the price?”
- We clearly listed what IS included
- Equally important: we explicitly stated what’s NOT included (flights, transfers)
- This eliminated confusion and prevented drop-offs due to uncertainty
Physical Fitness: “Am I fit enough for this adventure?”
- We created fitness level indicators
- Provided honest assessments of what each trip requires
- Directed people to more suitable alternatives if needed
Practical Details: “What will my accommodation be like?”
- Detailed information about lodging standards
- Internet availability (important when you’re up a mountain!)
- Meal arrangements and local amenities
Safety and Communication: “Will I be able to communicate effectively?”
- Information about guide languages
- Safety protocols and emergency procedures
The Result
By addressing concerns that weren’t even directly related to their core service, Adventure Base created a website that builds trust and eliminates barriers to booking. The fitness assessment, for example, has nothing to do with their actual service offering, they’re selling the holiday, the guide, the accommodation, but it was a major objection that needed addressing. If theres something that we can help guide the user with to overcome their concerns, then we REALLY need to highlight this to them!
Three Ways to Uncover Your Customers’ Inner Monologue
ok, so you like the idea of this, but where do you start? Well we’ve been doing this for 15 years now, and although we wont reveal all our secrtes today, the good news is, you likely already know these user objections! You just haven’t realised it, so lets start with doing the following:
1. Talk to Your Sales Team
Your sales staff are goldmines of customer insight. They field the same questions repeatedly. Start tracking these questions, the more frequently asked, the more important it is to address on your website! Simple!
2. Interview Your Customers
Talk to your clients, seems obvious right? But lets take this another step, you want to break these down into 3 types, and try to avoid just speaking to the people that will tell you what you want to hear, you need honest feedback.
- Long-term clients: What made them choose you initially and what keeps them coming back?
- Recent customers: What attracted them to your business in the first place?
- New prospects: What concerns do they have about working with you?
3. Think Beyond Your Direct Service
It might seem strange, but sometimes it not just about your service, your price or your credibility, there are other concerns that aren’t directly related to what you’re selling:
- Environmental impact and sustainability
- Company values and staff treatment
- Industry reputation and credentials
- Future support and relationship
Why This Matters for Your Web Design Process
If you’re working with a web agency that doesn’t go into this level of detail before starting the design process, they can’t possibly create something that addresses your customers’ real concerns.
Yes, a beautiful website might improve your conversion rate slightly. But truly understanding your clients, doing proper research, immersing in your business, conducting a deep dive into who your customers are,will make a dramatic difference to your results.
This process might extend your project timeline by a few weeks to a month, but those extra weeks of research and understanding can transform your conversion rate. (If you like the idea of this, then we should talk!)
Getting Started: Your Action Plan
You don’t need a complete website redesign to start improving your conversion rate. Here’s how to begin:
- Track Questions: For your next several sales meetings, write down every question you’re asked. Put a tick next to repeat questions.
- Prioritise by Frequency: The most frequently asked questions are the most important to address on your website.
- Add Information Gradually: Start incorporating answers to these questions into your existing website. This might mean:
- Adding FAQ sections
- Creating more detailed product/service descriptions
- Including testimonials that address specific concerns
- Adding transparency about what is and isn’t included
- Test and Iterate: Monitor how these changes affect your conversion rate and customer inquiries.
Universal Application
This approach works regardless of your business type:
- Product businesses: Address quality, shipping, returns, compatibility
- Service businesses: Cover process, timeline, expertise, results
- SaaS companies: Explain security, integration, support, scalability
The fundamental principle remains the same: if you can understand and visually or verbally answer your users’ internal questions and concerns, you’ll achieve higher conversion rates.
Remember, your customers’ minds are constantly evaluating and questioning. The more proactively you can address these concerns on your website, the more likely they are to convert from visitors to paying customers.
