When it comes to forming and maintaining mutually positive relationships, whether it is with your family, significant other, friend, business partner, or colleague, it is important that you put in an effort to learn and speak his or her love language. All too often, we try to love others in our own ways and become frustrated because they don’t react to our love the way we expect them to.
This rule of human relationship applies to the relationship you have with your customers as well.
By now, we all know how to make a decent website. Your website is optimized, responsive, and easy to navigate, looks great, and has strong CTAs. But if you are still noticing that not enough of your leads are converting to sales, it is time that you learn your customers’ love language.
So what exactly is a love language? It is a way one expresses and experiences love. You may have read the book, the 5 Love Languages, or heard of the idea. The basic premise is that everyone expresses and receives love differently within the five types of love languages.
Because we tend to naturally give love in the way that we prefer to receive love, relationships can be improved when one can communicate to the other person in the love language the recipient understands. The same idea goes for your customers. Your customers speak love languages that are different from yours.
According to the author, to discover another person’s love language, one must observe the way they express love to others. Then, analyze what they complain about most often and what they request from others most often. In our previous blog post “Brand InsightsTM: Connect with Your Ideal Customers,” we discuss how the Brand InsightsTM uncovers important data for your brand, including data on your target audience, ideal customers, and their buyer’s journey and perspectives.
You can use this data and information about your customers and create a list of questions to ask yourself about your customers. Such as:
- To what aspects and elements of my website do my customers react positively and negatively?
- What makes my customers want to buy from me? What makes them want to buy from my competitors?
- Is an incentive important to my customers? If so what incentives do they like?
- Does my customer need my service or product explained? Or do they want to get to the point and make their purchase?
Then, once you’ve found your areas of opportunity, here are some elements of your website to consider repositioning or redeveloping accordingly:
- Site navigation strategy
- Content development
- Imagery selection and other visuals
- Price point
- Cross channel experience
- Personalized service or customization
If you have a nice website but your leads aren’t converting, your website loses its meaning. A website exists to serve your customers, so make sure the data you have regarding your customers is constantly contributing to your website strategy. Make customers choose you by speaking to them in their love language and providing consistently positive emotional experiences.