Web & Digital Design
Optimizing the Conversion Funnel Online
It is vital for web and marketing teams to determine the primary needs of their target audiences in order to keep users engaged and on the path to conversion.
With the advent of highly engaging, user-centered digital platforms, the goal of converting potential customers online has become a more involved and strategy-driven process. It is vital for web managers to determine the primary needs of their audiences in order to keep users engaged and on the path to conversion. By identifying the needs of qualified customers, web design teams can build elements catered to where users are in the buying process. There are generally three types of website visitors that can be classified based on their loyalty, interest, and purpose:
1. Exploratory Visitors
These users typically visit a website trying to find solutions to a problem. Some are looking to find additional knowledge about a particular subject matter. Exploratory visitors are top-funnel audiences who are in the initial phases of their journey and very rarely convert. However, if the information on the site directly solves their problem, there is a higher chance of converting them to repeat visitors when viewed against your competitors. Site content must cater to exploratory visitors and do so often, as the more useful information a website contains, the better the chance an exploratory visitor will turn into a warm lead or hot prospect.
2. Hot Prospects
These users are potential customers who have submitted their contact information with the expectation they will receive a follow-up email or inquiry response. Warm leads and hot prospects are the most coveted traffic among the three because they present new business opportunities that your sales team can nurture to close.
3. Existing Clients
Loyal customers that maintain a healthy relationship with your business as a result of great service are key to your company’s continued success. By providing content that keeps them engaged on your website, they are more likely to be the advocates and amplifiers of your brand. Create a streamlined process for your amplifiers to share about your company by surfacing social media channels, and leverage their networks by building a positive reputation via word of mouth.
With these core web user types in mind, consider the various factors that help contribute to a seamless and engaging user experience on your marketing site, such as quality content, credibility, clean code, effective call-to-actions, and brand purpose. These elements not only dictate how your website is perceived by your visitors; they also play a pivotal role in achieving your overarching business goals across marketing, sales, and brand.
The collection of content serves as the heart of your website and SEO efforts. Web pages that lack valuable content are more likely to result in high bounce rates and provide an insufficient amount of information when search engines crawl the website. Expanding on light content throughout the site is beneficial for exploratory visitors and search engines who browse, crawl, and index the site. By having content that is heavily targeted at each level of the buyer journey, the probability of turning an explorer to a prospect is significantly increased.
With scams and other malicious activities becoming more complex in the digital space, establishing credibility is a key factor in driving conversions. Building credibility can be a highly involved task, but with the proper outreach strategy and execution, it is possible for your brand to achieve this over time. Cues such as testimonials, project lists, awards, and recognition help build trust with potential customers online. Additionally, it is important to maintain relevance with a fully responsive, mobile-friendly version of your website. If the design and functionality of your website feels outdated, customers are less likely to trust and be advocates of your brand. By implementing these foundational elements, you are more likely to position your brand as more credible and premium against your competitors online.
Efficient Code & Speed
A website that demonstrates quick and efficient load speeds will provide a more positive UX and overall perception of your brand online. Studies have shown that users are more likely to leave a site within 10 seconds of arrival if the value proposition or relevant information is not presented clearly. The longer the load time of your site, the less time your brand has to highlight your strengths and competitive advantages, decreasing your chances of converting leads to customers. By hiring a digital agency that is at the forefront of design trends and leading-edge development practices, you have the ability to build an efficient and engaging marketing site.
A clear call to action, or CTA, effectively guides website visitors down the path to conversion. CTAs should be easy to find and understand, with strategic placement throughout the website. In order to implement effective CTAs, it is essential to understand your brand’s various audiences and unique user journeys. By doing this, you will have a clearer understanding of the needs of your users, making it easier to identify proper CTAs as well as effective placement on your website.
Strong Brand Purpose
By having a clear explanation as to who you are as a company and your greater brand purpose, visitors on your website are more likely to resonate with your mission and become valuable customers. As you present your brand to knowledgeable consumers who have done extensive research on your products and competitors, it is important to have a website that communicates your added value in a visually-engaging and impactful way. By partnering with a top digital agency, you have the resources to build an elevated and intuitive website that leverages thoughtful UX strategy and impactful brand storytelling.