Two Important Tips to Increase Your Web site Conversion
A lot of new designers and web developers invest heavily in designing their web site but forget to add two of the most important elements.
1. Call to Action
Definition – A call to action is an advertising and marketing concept, a request/direction to ‘do something’—often the next step that a consumer could take toward the purchase of a product or service.
2. Value Proposition
Definition – A value proposition is a promise of value to be delivered. It’s the primary reason a potential customer should buy from you.
When someone visits your web site you should have a clear call to action direction, so your customers knows exactly what you want them to do. Focus on one direction only. The more call to actions you have, the more confusing your direction can be. If you need more then one call to action, then create separate pages (landing pages) and on each landing page focus on having one call to action.
Each call to action should also be enhanced by a value proposition. Why should they perform your call to action? What are your customers going to get out of it? It could be a discount, free shipping, it could even be a feeling. An emotion is a good value proposition.
Here are some good examples. The first site below has a simple clear single call to action. “Get Started Now”
MailChimp does a great job here. They also provide a clear value proposition. “Easy Email Newsletters”.
Here is an example of two clear call to actions
Below is what you should not do. The below page, even though is nice. It does not have a clear call to action or value proposition. It will take me some digging around to find out where i need to click in order to book this hotel. Many users will leave this page frustrated.
Below is what they should have done. I clearly know where to go and book. And i know the value proposition when i do book. “I Go Chill”. Again, emotion can be a great value proposition.
This strategy is also important to roll out on your email remarketing campaigns. CartRescuer does a great job in helping you create your call to action and value proposition. It should be added to anything you do for online marketing. And remember, anything you do, must be tested for improvements. It’s all worthless if you aren’t able to measure the results.