[case study] How a simple website change is getting me 65% more leads

Simple truth — your homepage gets more than 80% of all the visitors that come to your website.
 
Of those, 80% most will leave the website before doing anything. They won’t read your articles, they won’t contact you. They won’t even hit like on your latest post.
 
It is what it is.
 
What do you do with that — you create a flow on your website that gets the people visiting to do something.
 
We already know that 80% of the people will leave and never come back. Our job now becomes how do we interact with them such that they have at least an opportunity to hear from us.
 
At least that’s the theory.
 
How To Get More Leads From Your Website
 
In this post, you’ll discover the simple website change that’s helping me get 65.43% more email subscribers.
 
Email subscribers = prospects.
 
Prospects = customers.
 
It’s a simple enough change that you can make it yourself — or your web developer should be able to make it for you.
I’m still testing this out — but initial results are promising. And I’ll show you exactly what I did and how you can do the same in your business.
 
I’ll be testing this over the next month. And sharing / updating the numbers in this post as I get more results.
 
But first…
 
A Story:
 
Most websites look like this
b_michael-hyatt-blog
Too many things on the main page asking for the visitor’s attention.
 
My website was like that also — had too many things on my main page. Which meant that people who visited my website — would leave without doing anything.
 
I was only getting 11% people who visited my website to opt-in. Which isn’t bad — but it isn’t good either.
 
Then I made the change that has started to bring in 65% more subscribers.
 
Before I tell you the change I made — see if you can pick it up from this updated example of Michael Hyatt’s webpage.
 
update
 
 
The first one has 25 things pulling on the attention of the visitor. You and me as the visitor land on the page — see so many things to do — and we leave.
 
The second version only asks one thing of the visitor. You either click to receive the report — or you leave.
 
Because there is only one decision to make — the brain doesn’t get overwhelmed — and it’s easier for the brain to say yes. Especially, if the message before the action resonates with the visitor.
 
Only one action to do.
 
The Theory Behind A Home Page With One Link
 
Most of the time when we’re online — we’re not thinking — we’re browsing. The mindset of being online, on social media, or website browsing is the same as channel surfing on your TV.
 
If something catches your eye immediately, you will take action on it. Stop and watch the show on TV. But once the show has caught your attention and you stop to see what it is about, it must now hook you.
 
Similarly — online people are browsing with the same mindset or surfing habit. You must catch their attention. But that’s not all.
 
On your TV there are a limited number of channels. Each channel has a specific number assigned to it. If you’re browsing, you’ll go across it.
 
Online there is no such thing. There is no assigned order. IT’s random. People land on your website and then they leave. Some will come back — others won’t. The majority won’t.
 
So how do we get them to stay? By giving them a simple choice. Click a button to get some more information about what we’re doing — this information is there to help them.
 
That’s it. Nothing else.
 
Which is what Michael Hyatt’s website has done above. Simple choice ‘Yes Send It Now’
 
He understands that most people will leave anyway — so now he’s giving them a simple choice. Once a person has clicked on this then you can go to the next step.
 

The next step is building a relationship through email.
 
Here’s How I Implemented This Change On My Website
 
I didn’t keep a before screenshot (I’ll update it when I find it here). My previous homepage had different actions my visitors could take.
 
They could read the blog, contact me, or look at the services, or do ten other things that would overwhelm them.
The result — they would do nothing — and most of them would leave.
 
Here are actual numbers
conversion
Then I changed my homepage based on Bryan Harris’ recommendation (VideoFruit.com). So far it has increased my conversions by 65%
 
This increase is over a very small part. I’ve only had about 50 people go through my new home page so far — but the conversion has improved.
 
Here’s what the homepage looks like now
 
updated-page
 
 
When someone clicks on ‘Click Here To Subscribe Now’ — they become a part of my email list. They have to enter their name and email address as part of.
 
This email list is where I share my journey of becoming more productive. And finding the right online marketing tools.
 
I’m sharing my journey.
 
You might already have a business that you’re running. You might already have insight into your customers. You might know what problems they are having. And you might already solve the problems for your customers.
 
The purpose is that there is something that we’re sharing with them after they give us their email address.
 
Here are the results I’ve been getting so far.
split-test
I am testing this page for a few element (the picture, the tagline and the logo for now. Will share the winner of that split test as I get more numbers.
 
How To Install This In Your Business
 
Here’s how you use this change in your website.
 
Step 1.
 
Look at your current website and see the number of ‘links’ there are for your prospects to click on.
 
A good way to do it is to get a screenshot and highlight those areas, so you can see them.
 
Step 2.
 
Figure out what’s the biggest problem you’re solving for your clients. This is the ‘one’ we’re going to give to our clients.
 
To the extent of whetting their appetite. So they know that we can solve their problem for them.
 
Step 3.
 
I used Leadpages to create my homepage because it is easy and simple to do. You can ask your developer to do it for you — or you can do it yourself using Leadpages.
 
Setup your home page so it has a single ‘call to action’ — where your leads will either take that action — or leave.
Step 4.
 
Track and test your results. Like I mentioned earlier — this is a test I’m running. As I get more results I’ll keep updating you and letting you know how things are going.
 
I have a good guess based on what I’ve seen others do — that this will work.
 
Yet, this is only a test — if it doesn’t work, I can always go back.
 
What Will Happen If You Install This Change In Your Business
 
First things first — remember you can always go back to your old homepage if you don’t get the results you’re looking for.
 
Treat this change as a test. Say, “I’ll see how many new leads I get after 100 visitors have seen my new page with only one action”.
 
Then compare this new page with your old home page.
 
You can do that by looking at your website AWStats or if you have Google analytics setup — you can use that. (I use Google analytics because it gives me more information).
 
Let me know if you’re not sure what I’m talking about and I’ll cover this in a future post.
 
For now get Leadpages. Setup a test homepage with one call to action. Then test it for your next 100 subscribers. Track the numbers.
 
My guess is you’ll see an instant increase in the number of leads you get to your business.
 
Let’s look at the action steps you have to take now
 
Action Steps
  1. Look at your current website to figure out the number of actions your customer has to take
  2. Look at the biggest problem you’re solving for your customer
  3. Create a landing page with one call to action, using Leadpages
  4. Test it out on the next 100 visitors
  5. Track the result.
That’s it. Simple enough.
 
Quick Recap
 
In today’s case study we looked at the one website change that increased my leads by 65%
 
We also looked at how you can use this in your business.
 
Finally, we looked at how to treat this change when first implementing it.
 
Your Turn
 
Now it’s your turn. What did you think? Do you think this ‘One Call To Action’ change on your homepage would help your business?
 
What’s the biggest problem that you solve for your customers, that you can put on this landing page?
  
Leave me a comment below. Let me know if this was helpful — or if it sucked 🙂