Lesson 2 – Specific Conversion Goal

You Only Have Lesser Than 15 Seconds

About 55% of visitors spend lesser than 15 seconds on a website, according to the Hubspot updated blog in 2017. The data sounds harsh. But, this is how people assess online information nowadays. Websites are abundant (close to 1.8 billion, remember?) on the internet globally. People are more focused on the information they are seeking and therefore have less patient on websites that show little value to them. They glance through the contents and make conclusions based on the key messages they found. Unless the site is worthy and useful, otherwise they probably won’t come back to the website again.

You only got about 15 seconds to capture their attention. Therefore, a simple, focused and engaging website is the key success. Your contents and designs need a funnel approach that would lead to whatever specific conversion goal you aimed for. In another word, before you start crafting your contents, have a clear conversion goal of your website. Again, ask yourself what is the purpose of your website? What do you want the visitors to do after a browse through your website? And how will you know you have achieved the goal?

These are some of the specific conversion goals you should aim for:

• Get the visitors to contact you for a business enquiry
• Get the visitors to buy your products or hire your services
• Get the visitors to subscribe to your membership, fan club or social media groups
• Get the visitors to sign-up for your digital programs, webinar, podcast, or newsletter
• and many more….
  

It could one primary commercial goal or a combination of a few others.

AVOID setting goals like these:

• I want people to know about my business, products, and services [People care less about what you do in business unless what you do benefits them]

• I want to tell the world about my professional skills, talents and achievements [People don't care unless they see what you do can help them]

• I want to offer the most sought-after products or be the most sought-after service provider in the market. [Again, no one bothers whether you are the market leader unless what you offer would benefit them]

• And many more vague wishes, fuzzy ideas and intentions that everything about me, me, and me.

As you can see, goals are specific and measurable, whilst desires and intentions are fuzzy with little engagement impact with your visitors. Now, let’s make your goal specific and measurable.

What Gets Measured Gets Done

With the conversion goal in mind, turn it into specific measurements like some of the examples below:

​It's your turn now. Grab a piece of paper or notebook, follow the above table outline. Build a list for your conversion goal, measurement, and its measuring tools. It is alright if you can't complete everything in one go. Fill-in whatever you can and put aside the list somewhere visible. Whenever a new inspiration or idea comes to your mind, add it onto the list and keep refine it as you go along. If you are the first-timer, I know it might not be easy for you. It is learnable. Make your first move.

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That's it for this lesson. In the next lesson, we'll look at how to craft contents that appeal and bring value to your target groups. See you in the next lesson.

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