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Brice McBeth is the founder of Reap Marketing, a conversion rate optimization agency and Standish Salon Goods, a multi-million dollar salon furniture distribution company. In Brice’s radio interview with Brian Glenn, they discuss Brice’s career path that led him to create two successful businesses and his biggest takeaways from being involved in the agency and client side.
Back in the 90s, Brian was dumbfounded when a coworker said that one day you’d be able to buy a pair of Gap jeans online without visiting the store. Little did he know 20 years later, every business on the planet would feel the urgency to own a website. Most websites today are either beautifully designed or highly functional and are rarely a mix of both. Why is it important to value functionality over beauty? Watch Brice’s interview above or learn more about the answer to this question below.
Why Only 1% of Your Website is Converting
When 100 people visit your website, unfortunately only one user will make a conversion whether that’s submitting a form, downloading an ebook, or purchase a product. Why is this number so low? There isn’t one single answer. Although one of the most common reasons is that your website was designed to draw an emotional reaction from the user, not a physical action. Brice explains in the interview above why making it easier for a customer to make a conversion will turnaround your website performance.
When It’s Time to Focus CRO not SEO to Grow Your Business
In the age of Google, people obsess over their page rankings. They’ll spend thousands of dollars on their AdWords budget to compete for expensive keyword phrases. Or they’ll spend hours writing long-form blog posts stuffed with keywords to increase their organic search rankings. There are benefits and disadvantages to choosing either of those options. The problem with this strategy is that you’ve driven more traffic to your website but no one is converting. This can be resolved by focusing on CRO (conversion rate optimization) first. Brice created the Conversion Precedence Framework™ that outlines the top value points your website needs in order to increase your conversion rate before you spend more money trying to bring in new traffic.
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