02 August 2010|
What Do You Want Your Visitors to Leave With?Last week in Part IV, we looked at what a visitor should expect from your website. We covered ease of use and applicable content. This week we explore what do you want your visitor to leave with.
Once you understand what your site visitors expect from your website, then you need to determine what it is that you want the visitor to leave with after visiting your website. Are you attempting to reduce the sales cycle time and ensuring that they leave with a purchase? Are you looking to improve your brand and are successful when they leave going that was great information, I am going to call them to do something for me or my company? Are you wanting them to directly connect with you and they leave with having filled out a service request or a quote request form? Depending on your goals, you will want to develop different strategies for different goals.
You have to ask youself what it is that you want your visitors to leave with or to do before they leave. Then you must consider if you can address those needs with your current website or its current design. Most likely you will want to provide rich, informative content that helps satisfy a customer's questions coupleed with a design that allows the end user to find the information they are seeking quickly and easily.
If your site is poorly designed or does not have informative content, your visitor will leave without having found what they are looking for and in most cases, will never return. A website is like a brick and mortar store, in that you get one chance to impress the visitor. If they come in and find things in disarray, dust, cobwebs, nothing that they were looking for they won't be back. On the other hand, if they come in and find exactly what they want in a clean, functional environment, you have a new customer. How does your web site stack up? Is is clean and functional or dusty and outdated?
Next week is the final installment in our series and we will look at answering the question, "Why should someone return to your site?
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