November 2nd, 2010
Tips, Tools and Tutorials
It’s been 6 months since you began your search engine marketing campaign, and you’ve seen great success. The keyword rankings for your website have improved, your traffic has increased, but what’s next? Conversion Optimization.
Many people believe SEO is about achieving top visibility through higher rankings and overall traffic. The ultimate goal of any web development or SEO campaign is to convert visitors into customers. Having great search rankings is useless if you can’t convert these visitors into sales. Make it easy for your visitors by placing your Call to Action (CTA) right in their faces. The "Don’t Make Me Think" rule applies perfectly in this instance.
Based on a visualization study of 232 participants who viewed thousands of websites, users followed the F-shaped pattern for reading web content. The study showed that they first read horizontally across the header of the page, then they scrolled down the page, and continued to read horizontally through the middle of the page. You’ll want to keep this study in mind when strategically placing your Call to Actions throughout your website.
Implementing a "Contact Us" Call to Action is the easiest CTA in the book. People expect the "Contact Us" link at the end of the main navigation menu, so make it easy for them, and place it there. On this page you’ll want a contact form, business phone number, and address. Some people prefer talking to a live person versus filling out a contact form, so give them options.
This is another quick and easy call to action to implement site-wide on your website. By strategically placing your phone number in the header of the website, you’ll increase your chances of getting leads from potential customers. It shocks me when websites make it nearly impossible to find a phone number on their website. Do they not want my business? Make it easy for people to call you!
Friendly Tip: Include an incentive to increase your conversion rate even further, i.e., ‘call us today for your free quote,’ ‘call and mention the website for 10% off your purchase.’
So we have the "Contact Us" and phone number pieces in place. Another great Call to Action is a quick and easy site-wide contact form. Place this quick contact form above the fold, preferably in the left sidebar, if not, the right sidebar. Make it simple by only requiring 3-5 fields in the form. This way people won’t be hesitant to give your their personal information. Example provided below:
Some visitors will need more information about your company before attempting to contact you. In the decision-making process, users will determine if you can provide them with what they need, then they will contact you. Provide obvious links to information on products, services, testimonials, and partners to persuade users to contact you. Once again, make all Call to Action elements obvious and easy!
The key to implementing any Call to Action elements is striking balance. Visitors should not feel pressured into taking an action by being bombarded with pop-ups or other forceful techniques. On the other side of the spectrum, if visitors don’t have a Call to Action right in their face, then you won’t get their business. By implementing the Call to Action elements listed above, you’ll be well on your way to more conversions.
Friendly Tip: When designing your website, think about what actions you want your visitors to take so you can more easily convert them into customers.
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