This guest post is by Tommy Walker of Tommy.ismy.name.
“How do I get more people to interact with my stuff?”
It’s a question I ask myself constantly. I could go on all day about traffic strategies, guest posting, or any number of online marketing topics. But the truth is, at the end of the day, shares, subscribes, and leads, are just another conversion.
I wish I realized that when I designed my existing website. I wish I realized a lot of things when I designed my website.
See, when I first started my site, I hadn’t thought about things like list building, or selling things (I had nothing to sell) or even the type of content I was going to publish. I thought I’d figure that stuff out as I went along, but, as my style changed, every new thing started to feel like it was tacked on.
Sadly, my site has become this clumsy Frankenstein creature that haphazardly attempts to do my bidding, but never quite executes. That’s no discredit to my developer, who did an excellent job at the time. It was my own misguided direction that turned what could have been a beautiful creation into something hideous.
Learn from your mistakes
If you’ve been following this series over the last couple of days, you’ll know that we’ve talked a lot about learning from your mistakes—as they affect your free or paid offer, and your conversion funnel.
I worked through these processes myself, so that as I go to work on version 3.0 of my website, I know exactly what I want my conversion goals to be. And they’ll be reflected in every facet of the new design.
The new design isn’t yet operational, but if you’ll allow me to let you peek under the sheet, I’ll show you:
- my conversion goals
- how I plan to attack them
- screenshots of the current design and what isn’t working.
- screens of the new design and why I think it’s an improvement
- what I plan to test.
Expect this post to be on the longer side, as it is meant to be a conversion-oriented website playbook. For your convenience, here’s a table of contents:
- Become really friendly with your analytics
- Define your conversion goals early
- Goal 1: Get more social shares
- Goal 2: Increase email subscriber base
- Plan 1: Persistent navigation
- Plan 2: Optimize homepage for conversions
- Homepage Subgoal: Bring users further down the rabbit hole
- Plan 3: Optimize underused pages
- About page
- The footer
- End-of-post pages
- Plan 4: The dreaded popup
- Goal 3: Get