Every website needs a process for moving visitors from the entrance page to the conversion point. A website should work like a choose-your-own-adventure novel. When a visitor lands on any page on your site, they need to be led to the next step. Different visitors need different options, but all options, ultimately, should lead to a goal.
If you’re not giving your visitors a next action to take, then the odds of them taking a next action is reduced dramatically, and the chances of creating a customer are almost nil.
How to drive your visitors to conversion
- Establish Goals: Determine a primary goal for every page on your site. The ultimate goal is to get them to commit to a purchase, but not every visitor is ready to “buy now.” You can move them one step closer to that point, though, by compelling them to taking a lesser action that keeps them engaged with your site, such as downloading an ebook or signing up for your email list.
- Support the Goals: Now that you have your goal, write content that supports that goal first and foremost. Provide as much or as little content as necessary so the visitor is satisfied enough, and determined enough, to take the next step.
- Encourage Commitment to the Goal: Your content must go beyond supporting the goal. It must convince the visitor to commit to taking that next step. They need to believe that failure to move forward will be detrimental to their success. Make them feel the pull to continue.
- Provide a Path Toward the Goal: This is your call to action. Make sure there is a very distinct link or button to click that calls the visitor to that next step.
- Repeat with Secondary Goals: Not every visitor is on the same journey, so it’s important to provide some alternate goals for those not quite ready to take the primary action. These goals should be just as compelling, but remain secondary to the primary. Go through the same process with these secondary goals, without letting them overpower the primary goals.
Every visitor to your site wants something, but they don’t always know what or how to get it. By following these simple steps, you are providing specific paths for your visitor to take. Each path presents an option that, ultimately, leads to the visitor to the conversion point. By giving them a path of their choice, they stand a far better chance of getting to the destination of your choice.