Now that we know the 3 Keys to Automation Success, we need to look at your business website. Specifically, call to action (CTA) opportunities to engage and capture website visitors. Every time a visitor enters your website, they should leave with something. Ideally, you want them to make a purchase, secure a service, and/or consume content. However, statistically it takes the average buyer 3 to 5 visits before they ever make a purchase. So what can you do? Here are 3 simple ways to capture and engage your traffic.
First, thank your visitor for stopping by with a free item or special discount on their first purchase. According to a study by Google and Boston Consulting Group, 90% of customers will share their email address for a smaller incentive such as a discount. People love ‘free stuff.’ You can do this with a pop-up feature on your site. Keep in mind that something already about your business caught the visitor’s attention and drew them to your site. So give them a few seconds to browse before the pop-up triggers. I believe you will get more qualified leads when you do it this way. The visitor would have consumed some content; and if they further engage by responding to the call-to-action, they’re interested in learning and taking that first step in the trust process.
Second, use a landing page to present a special offer or promote an event. “The average landing page conversion rate across industries is 9.7%.” (Techjury) Landing pages are effective because they focus the visitor’s attention on the one thing you want them to do. When consumers have too many options, they tend not to make a decision.
With a landing page they know exactly what the call to action is requesting. Here’s an example of a landing page. Use a visually attractive graphic, attention grabber, and succinct content directing the visitor to exactly what you want them to do. You can cross pollinate this with your website drawing traffic to your landing page with connection to your site.
Third, on your home page there should be several call to action buttons (CTAs). According to CrazyEgg, place CTA’s in the direct path of your users. Call to action buttons are an effective way to engage the visitor. As they scroll through content, you want to ‘wave’ at them. Learn more, contact us, sign up, download now, get free demo, etc. Place the first call to action as close to the top of your home page as possible. This is important because you have less than a few seconds to capture and retain your visitors attention. The likelihood of the visitor scrolling further decreases greatly with time and with content that may not be compelling enough to keep their attention.
Keep trying various ways to capture visitors and be creative. Use animation and videos perfect for landing pages to increase engagement and even on your home page. However, keep in mind too many videos on the home page can slow the website’s load time and deter visitors from remaining on the site long enough to engage. Start with these 3 simple ways to start capturing more website traffic.
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