The strangest thing happened the other day. I was listening to a leadership podcast and it got me thinking about website conversions. Read on and I’ll explain why.
But first, if you’re a business owner, professional, leader or entrepreneur, you’ll appreciate what this podcast had to say about continual success. As the owner of a conversion optimisation agency, I have seen us fall prey to this ourselves. Did you know that the greatest threat to your future success is your current success? At first this seems paradoxical. Isn’t it natural for the wins you have now to contribute to your successful moments in the future?
Although that is partly true, current success also leads to something far more dangerous. It’s called complacency. Think about it. When you’re working hard to kick goals and struggling with issues, and you finally figure it out, finally get a win, it’s a great feeling. Nothing wrong with celebrating. But our default mode is to take it easy, to be complacent. We’ve all done it.
This is why – success feeds pride, pride kills urgency. And so nothing fails like success.
The key is to always have a sense of urgency even in the face of success.
So how does this relate to websites you ask? As I’m passionate about helping businesses convert their web traffic into more revenue, I meet so many businesses whose websites ‘used to’ convert into enquiries and sales very well. ‘Those were the glory days’, they tell me. But now their sites don’t convert as much, which is why they come to us.
Back then they had success, which killed urgency.
Last month I started working with a client – The Victorian Dermal Group – who specialise in advanced skin treatment solutions. Goran and Derya who run the company are the perfect embodiment of institutionalised urgency. They get about 100 enquiries a month through their website, but they asked us if they could achieve more conversions and how they can stay ahead of the competition. We are currently working with them to achieve that goal.
They truly understood that the greatest threat to their future success is their current success. They have declared war on complacency with more urgency.
My hope is that you’re inspired to have more urgency in the face of your success, and you achieve more than you can you can ever imagine.
How have your successes made you react? Is there something you need to urgently do now that you’re putting off because of your current success?
Raoul Doraiswamy is the managing director of Conversionry, a leading conversion optimisation agency who help businesses convert their website traffic into more customers. Raoul is passionate about all things conversion, digital data and persuasive psychology. On his off days, he loves exploring nature with his wife, discussing leadership and helping young people reach for their greatest potential.