In my humble opinion, I believe that in the very near future the people who will be crushing it online are the people who accept the fact that they need to continually optimize and adapt.
Think about this…
In almost every niche market you can imagine, there’s someone with a website who’s serving that market. As more people continue to use the internet to solve their problems, eventually more competitors will pop up because they will soon realize they need to be online. (where the action is happening)
Enter the competition.
Guess what happens next?
The people who are already crushing it are going to have to step up their game if they want to maintain.
Because you’d be a fool to think your competition isn’t as smart as you are. They have access to the same resources as you. David beat Goliath because everyone thought that since he was overmatched and undersized, he wouldn’t stand a chance.
In order to maximize your potential, you must optimize on a regular basis and adapt to changes. The goal is to continually improve so that customer acquisition becomes easier. You should always work on improving your ability to turn traffic into leads and customers.
Not only do you need to optimize your ability to convert traffic, but you also need to optimize for retention. Don’t just kick butt at converting traffic, have world class customer service in order to retain your customer base. I guarantee you’ll sell a crap load more stuff on the backend once they become a raving fan of your business.
Whether you offer additional products and services throughout your marketing funnel or just make relevant and useful referrals, you’ll thrive. I double dog dare you to offer world class customer service. (if you take me up on my dare, you’ll thank me later :-))
The kind if optimization I’m talking about isn’t just how well you can get people to take the actions you want them to take. It’s also about how well you measure up against the other options (or distractions) they have, how well you can explain why your offer is better, and the ability to deliver on your promise.
The kind of optimization I’m talking about is more than just numbers in a spreadsheet. It’s more than about how much revenue per lead you generate. It’s more than about that positive ROI you love to brag about. People want to feel like what they give you is worth less than what you give them. Whether it’s our information or our credit card, we all want to feel like the value we receive is greater than what we gave up to get it.
Don’t you want that too? Don’t you want to deal with people who show they’re sincere? If you want that, your customers want it too.
So embrace the fact that if you don’t optimize and adapt, your online business will die a slow and painful death.
One last point:
Transparency is vital.
The best ways to set yourself apart right now…
Become more open and transparent. Be a human. Be yourself and be honest.
You can blame social media if you want to point fingers. It’s the main reason why transparency is so vital in this ever evolving internet climate. Heck, Mark Zuckerburg’s vision is “to make the world more open and connected.”
Finally, here’s a quick summary:
Optimize for conversions by doing a better job explaining why your offer is the best option and create a clear path to action.
Optimize for retention by offering world class customer service that your competition will envy and your customers will rave about.
Deliver what you promised and deliver it in a way where the value is greater than expected.
Be sincere and show that you really do care.
Embrace change and adapt. The rule of thumb is to stay at least 3 steps ahead of the competition.
Be as transparent as possible and be yourself. Show that you’re human and that you’re open and available.
This is a public service announcement. Ignore at your own risk.