Your online presence has no value unless the experience is successful according to the parameters of digital marketing. Parameters may include passing along the desired information or getting the user to perform a specific action on the website.
So, what defines a successful website? It is more than just attracting mass amounts of traffic. What is the purpose of having a large number of visitors if they do not engage in the desired actions on the site?
With that, we can say that a successful website is one that has not only a large visitor base but also a set of actions that compel the visitors to engage with on their visits. Unless a user engages in any of the desired activities, the visit is not a successful digital conversion if you were to ask marketers and digital marketing experts. For this reason, buzzwords like conversion rate optimization are popular.
Certain behaviors are expected from visitors to meet the marketing goals planned by the digital marketers that might include – clicking on desired locations, engaging in shopping and making purchases, submitting forms, clicking through other sections of the site, or participating in other desired activities. The plan of actions varies from company to company, visitor to visitor, content to content, and page to page on any said website.
As a website owner, you can follow the guidelines to influence visitors to your website and make them take desired actions. Most sites miss out on one or two factors like consistent website design or, due to lack of understanding, are incapable of implementing them effectively. The factors we will discuss below will help you influence visitors to your website and even control their behaviors as per your expectations.
Read the following points to understand how to influence visitors on your website to take relevant action.
Your Website Should Guide Your Audience To Your Goal
When visitors land on your website, do not keep them guessing. If you leave your visitors with no direction, then they are likely to bounce from your site without finding a reason to stay on your page. Always consider this, when there are millions of pages and content out there, then why would a visitor visit your website and think of doing shopping or submitting a form with you? You will have to give reasons to the visitor so that when they visit your site, they find those reasons useful for them.
Every page on your website should have some defined plan of action available for the visitors. It would be best if you had a set of goals for every single page on your site. Every page should have some purpose that should not only be informative, but the information you provide should also be able to meet the expectations of your target audience. What do you expect your visitors to do after they go through all of the information that you have provided?
To do this, you will have to come up with a plan. Based on that plan you should strategize what goals you will have for your site and how you will get visitors to complete said goals. Be sure to keep a record of these action plans for reference and also be able to track how distinct areas of the site are performing.
Create Primary and Secondary Goals
All of your web pages should have at least primary and secondary goals. Secondary goals take into account if visitors do not engage in the first goal, then they should participate in the second goal. A primary goal might be contacting you while a secondary goal may be getting the user to sign-up for a newsletter.
Once you plan your goals, make sure that users accomplish the goals you have designed for them. To do so, use arrows, directional pointers, labels, and lines to guide the users through your plan of action and make it extremely easy for them.
Also, do not forget to track your planned actions in Google Analytics as events to tracks your achievements.
Understand the Requirements to Connect with Your Audience
In this fast-paced world, people tend to have a very short memory and attention span. So, unless you offer something awe-inspiring, there is a significant chance that you will be forgotten. With millions of websites providing almost identical options, one has to be different to occupy the visitor's mind so that they remember you and come back to you time and again.
To be memorable, you will need to put forth intellectual content that is not only useful but offers an easy and quick solution to the problems of your target audience. Design your content according to the interests of your target audience. Understand their thoughts and feelings correctly and make it an objective to provide them with the value they expect from you by giving them a positive user experience that rewards them with valuable information.
Speak Their Language
Using the language and vocabulary that your visitor speaks can make them feel at home when they visit your website and as if you are speaking directly to them. Use this set of marketing questions to understand who your client is and how to better engage with them.
Avoid using jargons and highly technical language that may not apply to all. Do not mix languages or show-off your skills in multiple languages. If you are not sure about the preferred style of your audience, then do proper keyword research and survey the preferred language of your target audience.
Use Incredible Visual Content
Use unique images and videos to support the content on your web pages. Understand how to master visual content for peak engagement.Do strategic interlinking so that your audience gets the content of interest within a few clicks. Do not create too many clicks between two content pages. Mixing your material with images, videos, and graphic can make your website more engaging and useful to your target audience.
Try mixing and adding content contextually across the site. Create an environment of togetherness for the visitors. Take surveys from time to time to understand your customer's requirements and based on those surveys try to fulfill their demands.
If you can create a connection with your audience, then there is no doubt that your audience will be seen sticking around your website for longer times and also accomplishing all the actions that you want them to complete.
Unless you offer the trust your users look for in your site, it won’t be easy to create the emotional connection with them. So, make sure you give everything you can to your users to build the rapport and create a valuable relationship.
Do Not Overload Your Pages With Too Many Options
Do not clutter your website with too many options. Always remain focused. You must know what you want from your visitors. Limit your site to those options so that your user does not feel overwhelmed about what it is that you want them to do.
Resist from putting too much on your web pages to get attention for things which are not relevant for the page or for the audience of that space. Understand that every piece of content does not fit for every webpage. So, put only relevant content that will make sense to your target audience and add value to your website.
Your audience might get confused if you give too many different pieces of content on a page. Overloading pages with content could lead to increased bounce rates as users get confused and prefer to quit instead of meddling through the information. Remember, we will always be working with a user that does not have much time or has many other options.
Users fail to identify what to do when there are too many options available. Starting from the home page, each page on your website should have fixed primary and secondary goals like mentioned above. Adding conversion points to these goals will be the achievement points for these pages.
There should be limited options for navigation on the pages where you want your users to fill and submit forms. If your website offers high-quality content, require users to submit a form to access your content.
Similarly, on products and service pages, show the best services on top and do not congest your pages with too many options. Show the best-selling products and services first for best results. You can also use heat mapping software to track how and where your users are engaged. Heat mapping software can help you decide what to keep and what to swap or remove from your page.
Trust is the Foundation of Every Relationship
Where there is no trust, there is no relationship or quality of a relationship. Understand, whatever the case might be, breaking the confidence of the user is a deal breaker for every engagement. Your website is the face of your business. It is probably the first place your customer interacts with your brand or your team. So, it is essential that you make them feel safe if you want them to make a purchase of your product or contact you online.
Try to establish trust and reliability for your brand by including elements to inspire confidence like adding testimonials and also taking endorsement messages from third parties. You can also add logos of your well-known clients on your website, creates pages that display your awards, certifications, and recognition that your brand has received.
Also, additional information about articles in the news that is about your business or product and industry publications about your company will help to inspire confidence in your brand. Be sure to give links to review pages where your products and services have received endorsements from others.
These are just a few of the points that you can follow to establish trust amongst your target audience.
The critical factors discussed above can help you develop a website that can help you influence your visitors strategically. Take your online marketing strategy to the next level by adhering to industry best practices, and you will be sure to see better results at the end of the day. Happy selling!
Thanks for checking out How to Influence Visitors On Your Website to Take Relevant Action.
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Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.