A 3rd Kind of Conversion Problem: The Most Exciting One

Most clients come to us because they believe:

1. They have a design problem.

Many clients come to us because they believe:

2. They have a messaging or copy problem.

As you can imagine, most of the time, they do have these problems.

However, very often we help clients solve a problem that only becomes apparent once you know definitely that people are reading what you have written (which, unless you are eyetracking people, you do not know definitively). This conversion problem people rarely come to us for, sadly:

3. What people read is not satisfying their need for information, thereby not enabling them to convert.

It’s difficult to diagnose this 3rd problem if you are not sure whether you have the first two problems as well. This 3rd problem excites me, because

• It moves beyond “fixing design flaws.”
• It moves beyond “your copy isn’t working, even though you’re following what may people consider to be best practices.”
• Instead, it moves into the realm of understanding, and then optimizing, how people make a decision to convert to your product/service/offering.

And it is in this 3rd area that we’ve been able to leverage our expertise to identify, and then guide the client through creating, new content that has offered great conversion opportunities.

It’s been a lot of fun.