What the target action should be: recommendations
The main element of a selling website should be the conversion layer, which is aimed at the target action. Many people think it’s all about the call to buy, but this approach is wrong. Direct selling is only suitable for inexpensive products, the rest need a more subtle approach.
The main goal of the target action is considered to move the customer to the next stage in the sales funnel. This includes a call to consult with a manager, calculate the service, download a presentation, get a commercial offer, and other options.
On the site, the target action is implemented through various forms of interaction with the user, the so-called “forms of capture”. These include buttons “Call us”, feedback forms, and others. It is necessary to understand the importance of the call to action, in this case, should be clearly elaborated a unique selling proposition, focusing on the needs and characteristics of the target audience. And the information should be presented in a concise form, it should be useful and interesting.
Often visitors to the site are people who do not know what product they are looking for. For example, the user is looking for real estate but does not know exactly in what area, square footage, and other nuances. In this case, a good option would be to offer the visitor to download the catalog, as it is too early for him to move on to the consultation stage. Subsequently, such a user will start choosing a developer or an agency that will help with the search for properties.
For a call to action to work, it must have a number of characteristics. In addition to the fact that the appeal should be aimed at the target audience, it should be linked to the sales funnel. And to do this, you need to understand which channel the person came from and what they want to get on the site. It is important to understand the path of this visitor and predict his next steps, such as a request for a consultation or a subscription to a newsletter.
The call to the target action should be presented in such a form that it does not cause stress. Thinking about the next step, the visitor should not think about the fact that pressing the button may make him feel uncomfortable, and make him plan his time and other nuances.
Information should be presented in an understandable way for the person. The visitor is important to know what awaits him next, and what action to take.
It’s best to add a few target actions for the landing pages, to pay attention to customers who are ready to buy and those who are still undecided.
Pay attention to the names of the buttons and their design. Such elements should remain visible, but at the same time not overload the page. The title should encourage action, but not sound aggressive.