Building Website Conversion on a Steady Foundation (Part 2)
by Mat GreenfieldIn part one of this article we discussed two things; identifying site goals and understanding your target audience. Armed with that knowledge, let?s explore how to design an effective web presence (This is where the rubber meets the road).
In addition to identification of site goals, and target audience assessment, there are 4 key areas for consideration when working on improving website conversion:
- Site Structure
- Messaging
- Calls to Action
- Graphic Design
Site Structure
In essence, I would suggest that you build your website backwards. I'm talking about beginning with your site goal (i.e. a conversion) and then creating a site structure that effectively leads up to it.
For example, instead of creating a very open navigation structure, consider reducing the number of clickable links in order to drive visitors through a specific path. Let me tell you why I think this is important; Imagine you have the opportunity to sit down with a potential client to do a sales presentation, my guess is that you have a 'story' that you tell in a specific sequence. Layer-by-layer you build the intellectual and emotional reasons for owning your product/service.
I believe that effective websites use this exact same strategy, pointing visitors down a specific path that builds an understanding of the value of your product/service.
Messaging
In many ways, your messaging is the single most important element of your website. The key is to speak to your target audience in a way that they really understand. Just like an effective newsletter, or any other marketing copy, your web text really needs to be concise, clear, and compelling.
Concise: We're all busy, so don't use 57 words when 7 will do.
Clear: I understand that some target audiences are more technical than others, but if your message requires a PhD or a technical manual to understand then you've probably lost most of your visitors in the first sentence.
Compelling: You need to appeal to emotion as well as intellect. (Tell me why I want it before you tell me what it is).
Remember, your message is what highlights your unique value in the marketplace. It's what sets you apart from your competitors. Give people a reason to do business with you. Get them excited about the benefits of working with you.
Calls to Action
There are really two types of call to action on the web. The first type is what I call the 'best next click'. That is basically a 'signpost' that shows your visitors the ideal sequence to browse your site. Essentially it implies, "if you like what you read here, then go here next". Examples are "click here for more", or "Next" links at the bottom of a web page. It's a technique we use to guide visitors through site information sequentially, rather than letting them click around at random. It's one of the elements that turns a website into an effective sales presentation rather than an on-line brochure.
The second type of call to action is explaining your 'offer'. The offer is basically the transaction that you're going to make. When people accept your offer, that's a conversion. Here are some examples:
- I purchase a product in an eStore (dollars in exchange for a product)
- I sign up for an eNewsletter (permission to email me in exchange for valuable advice or information)
- I sign up for a free trial (permission to follow-up with me in exchange for a free test of the product)
The key to an effective offer is that it must be of high-perceived value to me (the site visitor), and low cost of delivery to you (the company).
Graphic Design
At the risk of being stoned by an angry mob of graphic designers, I'm going to commit web-heresy and tell you what graphic design is actually for. The truth is that graphic design only accomplishes 3 things:
- It provides AFFINITY. That is the instant recognition that you?ve arrived on a site that was built with you in mind. If you?re 30+ and have ever visited a website designed for teenagers then you know precisely what I'm talking about.
- It creates CREDIBILITY. That is the response "this is the sort of company that I'd consider working with". (Please note, this is not a buying decision, it's just being open to making a buying decision).
- It provides FOCUS. In the sense that good design makes your message clear to read, can spotlight your calls to action, etc. (Any design that is so cool that it actually distracts from the message of the site is harming your conversion rate.)
Anyone that tells you that graphic design can do more than these 3 things is probably trying to sell you graphic design services.
Remember to consider the four areas of Structure, Messaging, Calls to Action, and Graphic Design against the backdrop of your site goals and target audience. As you tweak and refine your website presence to align these elements you'll find your conversion rate increases and your revenues grow.
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