Over the past month, we’ve explored several concepts that will serve as the foundation of success for your website and online marketing strategy. We saw how Strategy can make or break your business, and how Social Media has grown to become one of the primary drivers of new website traffic. We looked into the importance of Search Engine Optimization for people to be able to find your site, and how Email Marketing can be implemented to maintain customer relationships over time. Today we’re adding a new ingredient to mix, and much like baking powder in a recipe, the correct amount must be used for the dish you’re serving to your guests to come out right: Conversions. The importance of Conversions can’t be understated; once your website visitors are there with their interest engaged, do they know what to do next for your business to benefit from the interaction? The Conversion is the “moment of truth” for your website and online marketing efforts, as everything has led up to this point where the visitor decides to choose you as the provider for the product or service they are seeking.
The best way to capitalize on the Conversion opportunity is with a Call to Action. The Call to Action (CtoA) is to online marketing as the Close is to direct sales. Yes, those are uppercase letters and yes, it’s that important, because if your website does not incorporate Calls to Action then you are losing out on potential customers and therefore, money. In most cases, the CtoA will be a link often in the form of a button – easily seen and used in order for them to go to the correct next action. A brilliant example of a simple CtoA comes from none other than our friend Google, which has perhaps the single most used Call to Action of all time right on their home page:
The “Google Search” button is how Google users, well, Google something, and it’s the all-important step for visitors to be taken where they would next like to go. Note that in this case that this particular Call to Action does not directly provide revenue for Google; it is however the essential step for Google to use its money-making AdSense and AdWords functions as customers click through to participating websites (you can find out more about how the Google revenue model works here).
While the Call to Action is perhaps the most important element of Conversions, there is more to the concept than just having your very own magic money button. The Landing Page is the destination where the Call to Action link will take your customer, and you will want to make sure the page is correctly organized so the customer knows where they should go for the next step if needed—if the Call to Action is the door for your customer, the Landing Page is the room where they’ll find themselves after entering.
Amazon provides a great example of how Calls to Action and Landing Pages work together. For every one of its product Landing Page displaying the item, product description and reviews, Amazon uses an “Add to Cart” button to select the corresponding item for purchase, followed by a “Proceed to Checkout” button from the Cart page, with a final “Place Your Order” button at the Checkout page. On each Landing Page, Amazon asks you to fill out the necessary information for your order to be completed. This all feels natural to us as customers and we normally complete the steps without thinking much beyond the requested information—in fact, the majority of vendor websites offering a product are built this way, to the point where it’s hard to imagine a successful widespread alternative (Amazon’s own 1-Click ordering being a very notable exception, something few businesses other than Apple’s online stores can pull off). The interaction on your website between Calls to Action and Landing Pages should likewise feel natural, where it eases the visitor along the process to their desired destination.
Conversions are critical to the strategic success of your online website, and while this article provides a brief overview of the process, you’ll want to make sure your site is configured correctly so you can maximize the revenue it is bringing to your business. The experts at Sun Sign Designs are here to help you as you navigate this process. Reach out to us today so we can successfully turn your visitors into paying customers!