Do you just giggle when someone says the word “assume”, like I do?
I wish I really could remember where I heard the saying “when you assume, you make an ass out of “u” and me”.
But every time I hear the word “assume” that’s what I think of.
Because it’s true sometimes. And never more than when we create a website.
We think we know what our ideal customer will think when they come to our website.
I mean, after all, we have added content and images that tells them exactly what we do and how great we are, right?
The problem is that we have tunnel vision. We think we KNOW how they will react and what they should think when they read our copy on the home page.
Because we ASSUME that we understand the thoughts and feelings of our prospective customers.
Never assume, because…
…well, you know…
After over 15 years in this business, I certainly thought that I had this down to a fine science
Until this weekend, when I took advantage of a free offer from a company called Peek to have a live video done of a person looking at my website and verbalizing what they thought of it.
I signed up to have two different people look at both the desktop version of my website, as well as the mobile version.
They were instructed to start at the home page and start talking immediately about what they were seeing, thinking, feeling and what it made them want to do next.
To say I was blown away is an understatement!
Now, let me be clear: I am not saying that this is definitive proof that there’s something wrong with my (or your) website.
For example, by the sound of their voices the people looking at the site sounded a LOT younger than my demographic.
However, it was enlightening (and shocking) to hear someone say that they though the social media sharing icons on a page were “in the way”, “too much” and that they made the person “feel angry”.
She also thought, because I used the term “online marketing” that she would have to “do more research” to make sure it wasn’t one of those “Internet get-rich scams”.
She did repeat (a few times) that the site looked “professional”
Well, shit. I sure as hell hope it does!!!
Peek is, of course, selling a PAID version, where you can specify your targeted demographic and have a longer video of them looking at the website.
After you have invested a lot of time, money and effort in your website, don’t you want to be sure that it truly speaks to your ideal customer?Visitors leave your website when they don’t understand what you do, or where to go or what to do nextClick To Tweet
If you don’t want to pay for the review, it’s not a bad idea to try to get some objective opinions from people who WOULD be in your target market. And, by that I don’t mean your spouse or your best friend.
You really want some feedback from the hearts and minds of your ideal customer, and not people who are going to tell you what you want to hear.
Now, excuse me while I go move my social media sharing links…