You finally have a website – so now what? How do you get consumers to hang around and purchase your products? Enter the art of persuasion. Two levels or channels can be discussed regarding how your target audience interacts with your website. First, you have to get them there, so it is important to consider what type of external links you use and how your page will be found i.e. marketing.
The first of these channels is the external links that you use when attempting to generate traffic to your site. Today you often hear this called “click bait.” Click bait is often easy to spot due to proactive titles leading to shallow or unrelated content. Many companies use this a form of advertising. However, both social media communities and consumers are becoming savvier in this arena. Your link titles must engage the reader and link to something of value. Targeted, meaningful information will result in the consumer spending an increased time cruising your site and higher conversations of desired actions. The consumer also has to be able to find your site. When creating your website, it is important that the content is organized in a clear manner and that your title tags match what you are selling i.e. how users will search for and find your site.
By now that the consumer has finally landed on your site. So how do you get them past the landing page to inquire for more information, to share your site with friends, or to purchase the item they have placed in their cart? Again, we are talking about how to persuade a consumer to take a specific action. Or more specifically, how do you the owner induce the often busy and distracted consumer to buy, register, or share. Especially when there are a plethora of other things calling for consumer attention? There are two ways of doing this, one is a call to action, and two is writing great content.
A call to action means that you are expressly asking your audience to do something. Whether that is to be “social” and share content or to “buy now.” Whatever you requested action is, it should be clearly defined and placed on every page of your website (learn more about call to actions here). Your goal is to make it as easy as possible to perform the action.
Equally important as the call to action is the content on your site. First, your site must be easy to navigate and consumer-centric. Use clear fonts and lettering that is easy to read. White cursive on a neon background may look fun in development, but how will it look next to your competitor or on a mobile site? No matter how original your content is, if it unreadable, you will lose your consumer and thus lower your conversion ratio.
Also, stale content works against you in two ways, one it makes you harder to find on internet searches, and two it tells your audience that you don’t care. A simple way to keep current content on your site is to allow your social media pages to feed on your site – that is if you are keeping those up! Consumers want fresh and active content that is relevant to their needs. Meaningful content, such as industry news or well-written posts about how your product fits their lifestyle keeps consumers hanging around. The longer they hang around, the less time they are spending searching other sites, or checking out your competitor. Your goal is to look like the expert in your industry. For example, just because you are selling shoes does not mean you just have to sell shoes. By providing content to your reader about how to care for the shoes, the advantages of certain materials, or best shoes for the season, you are drawing the reader in. They look at you as a source of information and are likely to buy other products you sell such as replacement laces, cleaners, storage, etc. They are also likely to share content that they find useful, resulting in an extra advertising bump for your product.
So the moral of the story is: to get higher conversion rates you must seduce the consumer into taking a particular action of registering, buying, sharing, etc. You do that by creating a website that is both attractive and easy to use. Then provide the consumer with meaningful content that they can’t help but click or share. Don’t forget to remind them of what action to take on every page. Happy converting!