When trying to boost conversions, whether Training Directors Email Lists it’s on a signup screen or a landing page, it’s a default for many optimizers to generate hypotheses based on best practices and what’s generally “known” to be a problem.
A landing page that doesn’t display well on mobile is a perfect example. Someone might shout “it’s not responsive” and then resize the page properly for mobile use.
But that won’t solve the real issue… because the truth about most low converting landing pages on mobile isn’t just that they don’t resize properly, but that they have been written, designed, built… with no mobile context in mind.
Why Does Context Matter?
If a potential customer is commuting to work on a bus or train, and they have 5 minutes left until they arrive at work, are they really going to read your 5,000 word sales page on their phone?
We have to stop thinking about optimizing websites for “devices”. Ultimately, we’re optimizing for humans. So, instead, let’s optimize for context.
Now, there are three main ways you can identify and optimize based on context.
1. Identify What Visitors Already Know vs. What They Need to Know
This mostly comes down to copy. Before writing anything – emails, landing pages – you need to use language visitors recognize and understand. Most importantly, you need to make sure they understand the problem you’re solving.
In his book Breakthrough Advertising psychologist Eugene Schwartz divided the awareness level of a prospect into five different stages:
- The Most Aware: Your prospect knows your product and only needs to know “the deal”.
- Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for him.
- Solution-Aware: Your prospect knows the result he wants, but not that your product ensures