A web page has two simple goals: engagement and conversion. While immediate direct selling typically turns people off, a soft and smooth conversion eventually incorporates an “ask” somewhere in the equation. People are often more inclined to do things after they have been asked, otherwise they may not even realize a need exists. There are multiple ways to communicate options and request a decision, and it doesn’t have to be a hard sell that turns people away. Here are three simple ways to turn genuine engagements into smooth conversions.
Build Trust With Contextual Links
A target audience incorporates multiple personalities on different shopping journeys and they each have specific motivational factors. It all boils down to trust and connection. Where ever people may be in their digital venture, their needs must be met before they will convert. The cold hard truth is that not every end user is ready to become a customer. They are all searching for information and they must be fed.
This is what contextual links are for. They should be strategically placed for the end user. Every factor is important when it comes to converting a visitor. They are looking for reassurance that they are making the right choice.
Place A Fundamental Primary CTA On Every Page
There are some great websites that don’t convert at high levels because they lack a primary call-to-action button. A page does not serve its purpose if the action button can’t be identified quickly. It should stand out and command attention. There should be one on every page so end users can become consumers as soon as they are inclined to.
Every web page should have a clearly defined purpose, whether it is to introduce something to the end user or secure the conversion. The Primary Call-To-Action button should allow the page to serve its purpose to the end user and it needs to serve its own purpose, which is to inspire some type of action. A call-to-action provides direction for the user, so it should stand out.
Ensure That the CTA Provides Value & Provide an Alternative to the Primary
The secondary action button is provided to keep a visitor’s attention. They may not be ready to pull the plug on the primary action button but may still have some interest in a lesser cause. The goal is to keep a visitor on the site long enough to travel through the conversion process.
A secondary action is not necessary on every page, but they should be strategically placed to ensure that visitors get something out of their digital interaction on the sight. It may be necessary to test different placements but be careful not to undermine the primary. The two buttons should not compete. The secondary action should be placed to catch visitors who are not inspired by the first call to action.
Ask And Receive
People today are constantly bombarded with information to the point of overload. They are often inclined to make no decision at all to avoid making a wrong choice. If conversion is the goal, then there must be a clearly defined path for visitors to follow. Somewhere along that path they must encounter the “ask” and be inspired to make a decision. If the first action is dismissed, then there should be other options available to give them what they want.
End users visit a site looking for information and engagement. The point of engagement should stand out and add value to their experience. A genuine emotional connection can inspire a call-to-action, but if the path is not clear the visitor will be lost. Every call-to-action button must be significant and serve its purpose with quality that will satisfy the visitor. Options must be communicated clearly so that the visitor’s path satisfies their quest for knowledge and inspires a decision.