Mar 26, 2013
It’s All About Conversion
Establishing a clear funnel for the visitors to your website is one of the trickest parts of effective web conversion. This doesn’t just apply to e-commerce websites, but also to those who are establishing themselves as thought leaders or service providers. One of the largest challenges as a web design company is harnessing the clients desire to put everything under the sun on the home page. Without a clear path for the web visitor to follow, likely the web visitor will bounce around a few pages and then be on their merry way. Certainly not ideal for converting web traffic.
Establishing the Path
What do you want your web visitor to do? I know that sounds simplistic but many business owners they have a difficult time nailing that down. Do you want them to call your office number? Enter their information as an email contact? Buy a product or service? Think of you as an educational resource? Or all of the above? While on the surface, “all of the above” may seem like the right answer, the reality is that the more options you give your web visitor, the more likely they are to click the back button. You must establish a very clear and distinct path for them to go down.
We’ve had a few business owners come to us for help because they have strong web traffic but no sales. A few course corrections are usually all it takes in order to get their visitor’s needs matched up with the company’s offer. More often than not, it’s a matter of defining a clear path sooner in the web experience for the visitor. Don’t make your visitor dig into your site to find a way to get to you. Some websites play a expert game of hard to get. The attention span of the average internet user is not long enough for that to be an effective strategy. You can have comprehensive information about you, your product, or your service, but don’t make your visitor wade through it in order to take action.
What Really Matters
Establish what really matters for you and your business. Is it leads? Great, define a clear path for them to contact you. Is it information? Awesome, direct them to your blog, or article library. In the end, you’ll be glad that you spend some time defining what paths you want your website visitors to take. If you do it correctly, you’ll see a strong increase in overall website visitor success.