Click Conversion Is About Taking Visitors On A Journey
Behind all digital marketing efforts must be a goal. For some, the goal is simply to get more clicks on the site. For others, they want to increase advocacy of the brand. However, for most, the goal is to convert as many people that come in contact with the brand as possible. Creating new leads, new subscribers, new customers. If that’s your aim, then you have to do a lot more than getting your message in front of them and show them the way. You have to take them on a journey.
Of course, the first step to converting someone is making sure that they’re seeing the call-to-action that has the most relevance to them. PPC and other outbound advertising efforts might guarantee more visibility, but as this website shows, inbound marketing methods like SEO ensure that the call-to-action is being seen by the most relevant people. Don’t forget to make all links to your site as relevant as possible, considering the message that applies best of all to your customer, not just the message that will get the most clicks.
The welcome sign
Once they follow that call-to-action, you better make sure that they have an optimized site that shows them they’re exactly in the right place. Professional quality design. Working links and quick page load times. These are both essential. As is keeping navigation simple so that they don’t feel lost. If you’re using links regarding specific products, then have them lead to landing pages, not just homepages. Otherwise, it only adds barriers between them and where they want to go.
The moment of choice
For a lot of people, they’re not truly convinced when they land on the site or even when they’re assured that your site is trustworthy. As this link shows, content is often the deciding factor. Consider their wants, whether it’s product details or a demonstration of your own expertise or qualification in the field and write your content around that.
The quickest path to success
Optimizing a website isn’t just about making sure it runs well and looks good, either. Conversion rate optimization is all about making sure that the right elements are in the right place. For instance, making the right use of website heatmaps can help you pinpoint just the place to put a call-to-action that’s more likely to get clicks.
The fond farewell
All the tips above should hopefully get visitors to the point they’re willing to convert, to give you their details, their money, or their subscription. From there, it’s all about making sure that they’re willing to come back or even show their friends the way. Too many online brands forget the crucial step of the follow-up email. Offering something extra like a discount on return or incentivizing referrals can be the most effective, but even thanking them for their choice can create a positive emotional reinforcement that pushes them a step in that direction.
Every successful conversion is all about thinking about every step of the journey, not just the first one. Hopefully, the tips above will help you craft that journey and see a lot more in return for your efforts.