Directing Traffic - Leading Customers to a Sale
It may seem obvious, but many websites fail because they don't
clearly articulate why - or even what - a visitor to the site should
do. Sure, you as the business owner want them to buy your product or
enquire after your service, but have you told them that? If you have
lots of traffic coming to your website, are you directing it in the
best way to lead as many people as possible to the right outcome?
Every website should have a specific goal. For some it may be to
process complete transactions, for others to generate enquiries, or
answer customer support queries or drive people to the high street
store, etc, etc. If you know what the goal of your website is, it needs
to be clearly articulated throughout the site to increase the chances
of a visitor taking your desired action.
When designing a website, each page should have a purpose that
contributes to the goal - otherwise, cut it out. An 'About Us' page can
provide reassuring information about your experience and areas of
expertise, helping convince a customer to trust your offer. A product
page obviously provides detail on each item or service that can be
bought. The home page introduces visitors to the site and directs them
to the best way of continuing their quest. Each of these pages should
offer a further step along the chain to the desired result.
Ideally, a webpage should have a single goal, so as not to confuse
or overwhelm the reader. If you provide too many different choices for
the user to take, the result may be that they take none. If you have a
vision in your mind of the journey your perfect customer will take
through the site, you can enhance those pages to increase the chances
of this occuring. If the best action for the customer to take on the
"About Us" page is to then choose a product, ensure that theme is woven
into the copy and easy one-click access is provided to do just that. If
you would ideally want the customer to lodge an enquiry after viewing a
product page, clearly articulate that in a prominent position and
ensure the customer knows how to do this.
The call to action
The call to action is a key part of any marketing copy. It is the
short phrase or line that motivates the reader to take the desired
action. Successful calls to action have a number of features.
1. They are time bounded, meaning that the reader has to act now or
risk missing out. This places urgency on the reader to do something
straight away rather than think about it. Sometimes this is a deadline,
such as the closing day of a sale. Sometimes it can be related to
impulse and inspiration. "Act now!"
2. They repeat the key benefit of the offer, briefly and persuasively.
3. In some cases, there may even be an element of risk associated
with not taking the offer. "Can you afford to risk your family's
safety?" "Act now, before your competition does!" Risk and fear can
sometimes be powerful persuasive techniques, but only if your product
warrants it. No one would market a child's doll that way.
4. The catchier the better. You want to engage with the customer and
that often takes a bit of creativity. If the customer is going to read
your words, make them worth reading.
A classic example of a call to action, emblazoned across car bumpers
and lamp posts all over the world, is Herbalife's "Lose weight now. Ask
me how!" It contains urgency - "now" - reiterates the benefit - "lose
weight" - and explains how to take action - "ask me how" - all while
being punchy and even rhyming.
By ensuring your web pages contain calls to action at relevant
points can help motivate your visitors to take the action you want them
to take.
Usability
A key component of a customer's ability to do what you want is
making it easy for them. How usable is your site? Does the menu make it
easy to identify where to go? It is usually safest to stick with
commonly used page titles and menu items as users have become familiar
with what they mean and can easily find their way around. We all know
what to expect from an "About Us" page, but would everyone assume the
same from "Company Info"? That title could equally apply to a page
containing contact details and therefore is more ambiguous.
Your goal in planning a website is to keep customers on the path.
The fewer forks in the road and the fewer confusing signposts can help
lead your site visitors where you want them to go.
Source: Nett#
Sunday, 16 August 2009
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