The goal of most websites should be conversion
Converting visitors to clients by getting them to:
- purchase a product
- purchase a service
provide you with contact information – such as:
- email address
- mailing address
- phone number
initiate contact themselves via:
Make a promise – such as:
- Make a personal appointment
- Meet a group at specific time and place
Post comments or send submissions to:
- Your email for publishing later
The Conversion process
In Ben Hunt’s book: Convert! (Published by Wiley, Feb 1, 2011, available at Amazon.com) he talks about the steps to conversion. Not every visitor to your website is ready to be converted. But, by taking people where they are - whether they are aware that they need your product (or service) or are ready to buy now – we can step them through an awareness ladder to the point where they are ready to be converted.
By having multiple landing pages (web pages), where each page speaks to an issue that a visitor may have, we keep the visitor engaged. We, then, give the visitor at least one option to keep them moving to the next stage of the conversion process (a call to action).
For example: you might have one page that answers the question: “Why should you choose my product (or service) over others?” We might talk about what differentiates you from your competitors – whether it is price, service, availability, etc… How you provide your product or service; whether you are local or national servicing company, you have a store front or work out of your home.
Once their concerns are answered we would then have a large button (see user experience) pointing them to the next stage of the conversion process. We keep doing this until we get them to the stage where they are ready to be converted.
Rather than a ladder I like to think of it as a rope swing. You hand each visitor a rope swing at the top of a hill and asked, when they are comfortable, to make that swing and plunge in.
- Some people are ready to plunge in immediatly
- Others will hand you back the swing and say "Not on your life will I ever swing"
- Many, will start walking down the hill to where they think they are comfortable plunging in