In today’s world, customer experience is a priority for every outdoor industry brand.
Better customer experiences help you drive more revenue, retention, and lifetime value.
But how do you know what to improve and where to start?
Today I’m going to show you a simple six-step conversion optimization framework.
So you can see your experiences from the perspective of your visitors.
And drive sustainable long term growth.
Let’s dive in.
A Proven Process Is More Valuable Than “Best Practices”
I’m often asked to share “best practices” on how to improve conversion rates on landing pages and website conversion funnels.
Tips like change your button color and reduce the number of form fields are a dime a dozen these days.
If you’ve done all the “best practices” or are just getting started on your optimization journey.
You must understand that using a proven process to improve your conversion rate is more valuable than “best practices.”
Following global marketing trends and copying competitors don’t work because websites are highly contextual.
What works for one website, doesn’t work for another.
If copying Patagonia would be all that it takes to grow an outdoor brand, there would be many more Patagonia’s around.
Doesn’t work like that.
Instead of blindly following “best practices” use this six-step framework instead…
The LIFT Model®
In 2009, Chris Goward introduced the LIFT Model®.
A framework that’s made up of six conversion factors to evaluate experiences from the perspective of your page visitors.
- Value proposition
Let’s dive into each of them…
Find Your Best Value Proposition
Your value proposition is the reason why people buy from you.
It’s the vehicle that provides the potential for your conversion rate.
Making it the most important of the six factors.
The other five conversion factors are either conversion drivers or conversion blockers.
Does your page have a clear value proposition?
The relevance of your value prop to your visitors’ needs and desires is critical.
Your page must also be relevant to where they’re coming from (i.e. ad, email, etc.) or they’ll be disoriented and leave.
Does your page relate to what the visitor was expecting to see?
The key aspects of clarity are design and content.
Designing for clarity creates an unimpeded “eye flow.”
Content clarity ensures your images and text complement each other.
Does your page clearly articulate your value prop and call to action?
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Urgency has two parts:
Internal – How your visitor is feeling when they arrive
For example: “Our camping trip is tomorrow and I still need to buy a tent.”
External – Influences that you can introduce to the visitor
For example: offers, deadlines, and tone of voice
Is there an indication on your page that an action should be taken now?
Anxiety is a function of the level of trust & credibility you’ve built with your visitor.
Somethings that could cause anxiety are unsecured checkout pages, outdated design, and confusing content.
Is there anything on this page that could be causing anxiety for your visitors?
The more visual cues and action options your visitor has to process, the less likely they are to make a conversion decision.
Distractions can include unnecessary product options, links, and nonessential info.
Are there elements on the page that could distract visitors away from your primary goal?
Now, pull up a page on your site and step into your visitors’ shoes…
- Does your page have a clear value proposition?
- Does your page relate to what the visitor was expecting to see?
- Does your page clearly articulate your value prop and call to action?
- Is there an indication on your page that an action should be taken now?
- Is there anything on this page that could be causing anxiety for your visitors?
- Are there any elements on the page that could distract visitors away from your primary goal?
You’ll be surprised by what you discover once you step into your visitors’ shoes.
By evaluating your website through each of these six lenses you’ll help create true problem solving ideas that you can test.
This will get you out from blindly following “best practices” that miss your unique context.
Now It’s Your Turn
I hope this conversion optimization gave you some ideas for your outdoor brand.
If you’re feeling generous (and a little smarter), please share it with your friends. 🙌🏽
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See you out there!