One of my favorite things ever, there’s a company called Conversion Rate Experts that we worked with years ago at Moz. They’re out of the UK. They have this fundamental phrase that they describe when they talk to customers. They say we want to understand why some qualified customers become paying customers. Right? Why people become paying customers and why some of them don’t? Right? The same types of people, why did they say no?
We find the objections that people have to becoming customers, and then we attempt to overcome those through our marketing, our communications, our product, our landing pages, all the things that we do to talk to customers, and all the ways that we serve them. If you can identify those objections and overcome them in ways that resonate, you can oftentimes get that growth rate back up.
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