We just wrapped up our 5 part mini series titled “Top 5 Mistakes Businesses Make in the Digital Age” where we covered topics such as social media marketing, proper email usage, service level agreements, website domain names and marketing plan development. If you didn’t catch it visit our blog to check it out.
Two weeks ago, we started a 3 part series about best practices for your websites landing page (and other common pages). Your home page is like the “30 second elevator pitch” of your website. Statistics show that if a user cannot find what they are looking for easily and intuitively they will abandon the site and head back for the search engine or other sources. You may never get that visitor back to your site to get a good idea of what it is your company excels at.
Today we will look part 3 of what you can do to ensure your website visitors are not leaving your site prematurely.
Tip: Have a Plan to Engage Your Customers on Each Page
If your home page is designed well with all of your most important content clearly presented, and the structure of the website is set up in a well thought out way, then congratulations; you have avoided 2 of the top pitfalls that increase the likelihood for visitors to abandon your site. So now what?
If a customer visits your page, likes what they see and read and wants to take the next step, what do you want that process to look like on your site? If a user gets multiple clicks into your website, you can have multiple entry points to your site that each has an opportunity to be converted into a lead. You can do this in one of 2 ways (There are others but I wanted to highlight these 2 as the most effective):
- Sign up form subscribes the customer into a content specific newsletter based upon where they signed up on the site
Signing up for a content specific newsletter should be very specific to where on the site they were when they signed up. For instance, if you had a fitness business, the sign up form on the page related to muscle gain should enroll them in muscle gain related content, not fat loss or vegan diet info. This type of methodology is good for setting your business up as a subject matter expert and a valued source of information from the customer’s perspective.
- Sign up form is more of a traditional “contact us” page and generates an email to you as the business contact to follow up
Signing up for a more traditional “contact us” page would simply generate an email to the business owner with the contents of the form that the user filled out. It would then be the typical process that the business contact follow up with the user to get more information about why they contacted you and then enable whatever process you have to turn that lead into a customer.
All of these methods are useful, but you have to have a plan in place before your ever roll out your website. Each visitor that strolls through your page without these customer engagement points in place, are potentially lost customers forever.
Let us know what you thought about the final part of this new 3 part series and be sure to leave a comment below. As always thanks for visiting us at 504 Media Solutions!