Getting visitors to take an action on your site

Now you’re ready to move on to the second step of maximising your web presence – getting visitors to take an action on your site.

No matter what type of business or website you have, you need to encourage your prospects to take some kind of action when they are on your site. For most businesses, the most desired action from prospects is a purchase, whether offline or online.

If this is the purpose of your website, you need to facilitate this process by making it easy for your target market to get what they want and getting them closer to the desired action.  You can do this by having a detailed product catalogue, case studies linked to your products and services or a user-friendly shopping cart.

However, not all your site visitors will immediately become customers, so you still have to have other ways of capturing their details to add to your database – just because they aren’t willing to purchase from you right now, doesn’t mean they won’t be in the future.

A great way to capture the contact details of your prospects is to offer them a newsletter, ebook, white paper or some other incentive, such as a competition. Most people view this process from a WIIFM (‘What’s In It For Me’) perspective, so they will be happy to share their details with you if they are getting something in return.

Here are a few tips for the process of capturing site visitor’s details:

  • Make the incentive valuable – as mentioned, your prospects will only give you their details if they are getting something in return, so offer them an incentive that is interesting and valuable. Newsletters are a great tool, but many people already gets lots of these, so try offering an ebook that contains some expert advice from you on a topic that relates to your target market. If ebooks aren’t for you, try running a competition with a valuable prize, such as free consultation or product.
  • Make the offer visible – for your offer to capture lots of details for you database, it needs to grab the attention of your site visitors. It should stand out from the surrounding content, be on every page of your website and appear above the fold so visitors don’t have to scroll down the page to find it. 
  • Make the form easy –  while most people will be willing to share their name and email address with you, they usually won’t bother filling out your form if you ask for too many of their personal details. So limit the amount of information you request from them in order to get as many prospects to respond as possible. Ideally, your system should place these details directly into your database.

Remember, it’s all about giving your prospects what they want, so think about the type of people you are targeting and choose an incentive that they will value.

Stay tuned for Step 3 – Communicating with prospects to draw them back to your site.

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