I remember when “Reinventing the Wheel” was a bad thing.
“Hey, don’t re-invent the wheel or anything…just do a good job.”
“Look, I’m not trying to re-invent the wheel…I just want better results.”
The idea was that if the wheel is round and smooth, then we just need to find a better road to spin it on. But today, if you aren’t reinventing the wheel, what are you doing? Round is outdated. People re-invent things that haven’t even been un-proven!
So, what’s my point? My point is that maybe there isn’t anything necessarily wrong with the wheel. When you think of your business, you have to ask yourself…Are we adding glitz, glitter and glam to a faulty model? Does our wheel have lumps on it? If so, let’s create a hovercraft!
Google Analytics tracks website traffic results. There are companies now improving on that model to show you why you aren’t getting more conversions. If they can track how people use your site, they can track why they don’t convert. And this certainly has merit. If your wheel is round, then this technology will add the graphite.
But take a hard step back. Maybe you’re not getting conversions because your website stinks.
Maybe your website content isn’t generating the level of trust it needs to deserve the conversion. Maybe your site has a poor design. Maybe you have poor navigation. Maybe your site is focused on you, rather than your customer.
Maybe it doesn’t matter where we put the conversion piece. Maybe people aren’t going to convert anyway!
So, we can re-invent the wheel to manipulate click through. Or we can make the wheel roll better in the first place.
I guess I’m showing my age here. I believe in substance and quality over tricks and traps. I believe in “Back to the Basics” when the going gets tough. I believe that before we put our eggs in the trunk of the car with the re-invented wheel…lets make sure our lug nuts are tight on the jalopy we are driving.