I think I’ve just stumbled on the truth.
I now know why a lot of people have trouble falling asleep.
And also why a lot of businesses fail to convert their website visitors into customers.
Yes, it works the same exact way.
I call it “The inbox zero” mindset.
Let me explain…
When talking about email, getting to inbox zero means either replying, archiving, delegating or postponing all your emails until you don’t have anymore left in your inbox.
For example, this is what I now see in my email app:
Pure productivity bliss.
Getting to inbox zero is ingrained in my day to day tasks.
It’s a habit.
My goal when I fire up my email (which is no more than 2/3 times a day) is to either take action, have someone else take action, or set actions for later.
See, what most people might not get though, is that it’s not about how many emails you can resolve or how fast you can do it…
It’s all about closing loops.
When you leave open loops lingering in your mind, that’s when you have a hard time focusing and getting things done.
Instead, get it done now, delegate it or assign your future self to it.
Open loops are a big part of the reason why people struggle to fall asleep.
They keep on ruminating on what’s left to do, what’s not been said or why this or that happened or didn’t happen.
And the same applies to your copy when you try and convert prospects.
Leaving open loops in their minds while they’re on the page, can hinder your sales.
You’ve got to have a system to 1) know what potential open loops are and 2) how to close them efficiently on the page. It all comes down to doing the research and then to being able to lay out your argument in a way that’s easy to consume.
It helps to ask yourself: How can I get my visitors to “inbox zero” on the page?
How can you answer all their questions? Address all their objections? Prevent all their doubts?
One great way to collect that information is for example to create a website poll (using Hotjar) and ask visitors something like: “What questions do you have that have not been answered, if any?”
And you can ask the same question in a usability test (just be mindful that your audience won’t likely be your exact target).
So, instead of letting your prospects torment themselves, help them get to inbox zero.
And for the love of god, practice doing the same with your email too. The world would be a better place.
If you need help understanding how your website visitors think, get in touch.
P.S. There’s one caveat to the inbox zero mindset… there might be times when you want to purposefully create open loops for prospects. Topic for another email.
Quote and reflection of the day:
“Habit is far more dependable than inspiration. Make progress by making habits. Don’t focus on getting into shape. Focus on becoming the kind of person who never misses a workout.”
– Kevin Kelly, Excellent Advice for Living
Creating good habits is a process of removal. Like carving a statue you chip away at the imperfections until what’s left is pure and beautiful. Removing bad habits leaves room for creating better ones. Better habits lead to progress. What can you chip away at today?