So you’ve heard it several times before…what good is SEO and website traffic if it doesn’t convert. No matter what your conversion objective is (request free quote, buy a product, provide customer information, etc), if a site visitor is not engaged, they will not convert.
Although this may sound rather remedial at first, we must break down the most effective and useful ways to engage and motivate site visitors to perform the optimal objective…CONVERSION.
Most individuals assess engagement by the amount of time a visitor spends on a page, or the site as a whole. However, the quantity of time is much less relevant than the outcome of that visit. To increase conversion, one must look past stating benefits, opposed to features.
One must do more than create compelling content that pokes at the needs of a site visitor. One must do more than use phrases such as “The world’s best” or “The most effective” in describing their offerings. So, you’ve probably deduced from the title of this post, that “do more” reference means offering incentives.
The use of incentives is intended to prompt a site visitor to perform a certain behavior, IMMEDIATELY. “The first 100 people to comment on this post will receive a free blender!” Now, I realize that may sound inept, and no, I’m NOT giving you a blender, but the use of incentives towards a conversion objective DOES increase conversion. One must provide a value, a tangible benefit (discounts, premiums, etc) to create an impulsive decision.
Keep in mind, this impulsive decision should not be a stand alone value. The overall offering of the company is still the main value you are providing to this potential customer and it should not be lessened by an incentive that is lacking in value or character. Don’t hesitate to offer a value added incentive to enrich your offer and ultimately progress your site visitors one step closer to becoming loyal customers.