Turning website visitors into customers
Throughout this series we’ve concentrated on how to increase the number of visitors to your web page. This month we’re going to cover things you need to think about once they get there.
This can be a huge subject, with each element worthy of a book in its own right, so we’re just going to touch briefly on calls to action and capture forms.
Call to action
A call to action (CTA) means making it clear what people need to do next.
For example if you’re a mobile dog groomer operating out of Denton, you’ll want people to contact you in some way. Your CTA might be as simple as:
“Call or email today to make an appointment”.
If you’ve got a shop in Stalybridge, your call to action could be:
“Come in and see us next time you’re in town”.
“Why not call to see if we’ve got what you need in stock?”
Make sure, of course, that your phone number and email are prominently displayed (they should be on every page of every website anyway).
If you’re unsure about this, Google “call to action” and you’ll find hundreds of examples to inspire you.
Make an offer
A CTA might be more complex if you’re offering something – a downloadable ebook or document, or perhaps a free first visit, or 20% off your first purchase – it’ll depend on what your business is and does.
Be sure to spell the offer out very clearly and ask for all the information you’ll need. This may need a capture form. Speaking of which……
These are forms where you ask the prospect for information so that you can take it further.
For example if you’re a garage in Aston-under-Lyme and you want to offer 25% off a service for new customers, you’ll need to know basic contact details and something about the car.
You could need quite a few boxes – name, address, phone numbers, then the make model, and year of the car, perhaps their preferred day of the week too.
Keep it light
We’re not going to cover creating forms, that will be up to you or whoever looks after your website. We’ll just talk about key factors to help you work out what you need.
Try and keep the number of things for your prospects to do to a minimum, as too many boxes to fill in will put them off. You can also choose which boxes are optional and which ones MUST be filled in.
In the garage example above, mileage might be more important than the year, as you can work out if it’s a major service. That means the year can be optional.
You might not necessarily need address details either, as you can get those when they book, so you could make those optional, or even leave those out completely.
Note that if you capture personal details you’ll need to comply with the new GDPR environment. That’s a potentially huge subject but you can start with the Government website and if you get lost there, there are many people online or in your local business community who will be able to help.
It’s important to have someone else look at these areas of your website. When you try, you know what’s meant to happen, so you will see it working the way you expect.
Get someone else, a colleague or just a friend or family member, to try out your forms and check that your calls to action are clear.
You’ll be amazed at the way people will interpret things!