I took a call from a friend-wedding professional. In a matter of fewer than 30 seconds, I was incredibly annoyed.
He asked me what seemed like a simple question:
“What’s a reasonable conversion rate for visits to my website?”
In laymen’s terms, that would mean, for every 100 people who visited your site, what percentage either filled out an inquiry form or called you directly for more information? 5%, 10%, 25%…. more?
“How did those people find your website (and in what percentages)… search engines, The Knot, local websites, in response to email…?”
He gave me a non-specific, all-of-the-above (I don’t really know, answer).
My shoot from the hip response was… “I’d be pleased with a 5% to 10% conversion rate.” That seemed low to him.
Here is what really flipped me out. He said, “Well I’m asking the same question to various people to get their opinion.”
So, he’s crowd-sourcing a poorly conceived question of people who don’t have solid backup data and getting their opinion. What the devil will that accomplish.
Then I started in…
“Every time you hear me speak about websites, I emphasize the importance optimizing your website for user-friendliness (to encourage conversions) before obsessing over search engine optimization.”
He didn’t remember it that way. Essentially, he remembered I emphasize SEO. HE WASN’T LISTENING or HE WAS LISTENING WITH SELECTIVE PERCEPTION AND MEMORY.
I spent a few minutes detailing obvious deficiencies in his website (some of which I pointed out 18 months ago before he launched it). The site is graphically better than most but lacks in many other ways… including maintaining the blog.
THE LESSON: If you ask opinions, using badly formed question, you get nothing of value. If you want a real evaluation, pay for it, and live with it. A neutral party will point out issues that are under your nose.
Then, act on those answers, and get up to speed.
End of rant!! Listen up!
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