That client I mentioned yesterday, who decided to remove the copy and call to action from his landing page?
He told me that he had asked a number of people for feedback, and they said the new version of the page was clear enough.
The problem is: he asked the wrong people.
Here’s the deal.
We all need feedback – it’s important, healthy, necessary.
But it’s incredibly important to choose who you ask.
I mean: If you’d ask your mum, you’ll probably get 100% thumbs up. Your mum loves you, supports you – “Go son!”
Obviously, that feedback doesn’t tell you whether your salespage will convert or not.
You could ask your friends or your spouse – which means there’s a risk you’ll get naysaying feedback. Not very helpful either.
Besides: your friends aren’t your target audience
You could ask a colleague – but they are looking at things from the same vantage point as you: as a provider putting out a message to a potential client.
The only feedback that really tells you whether or not you’re on the right track will come from your audience – your prospects, leads and clients.
Those are the ones who will be seeing your page, and it’s they who will or will not ‘get’ what you’re trying to say or do.
My client removed the copy, called a bunch of friends: “Does this still make sense?”
Those friends, they know him, they understand his business.
They’ve seen him build his site, they know his plans and goals – obviously the page is going to make sense to them.
But if you send a brand new visitor, say right off an adwords ad, to the site – then that person won’t have the same understanding as people who are in the know.
He or she won’t get it the way my client gets it, or his friends, or his employees or colleagues – meaning he’s basing an important decision on the wrong kind of feedback.
I told him to please, at least split test it – one version with copy, and one without.
I hope he will, I really do.
If not, he’ll have spurned important advice and it’ll cost him in conversions
Feedback is a valuable tool, but it can backfire horribly if you ask the wrong people
There are two kind of right people to ask: your audience, and a professional.
Which is why working with me has nice perks: while we work together, I’m always happy to answer quick questions by email.
A review of a new page design, a question about strategy, feedback on a page you’re about to publish – I’ll be there to share what I know so you won’t go it alone.
Then read the details and get yourself a writing mentor here: –> http://www.martinstellar.com/starship-mentorprise-writing-coach/