| 1) Data Capture | | | | bar of your website. For example at one of only six |
| One easy way to collect e-mail addresses and | | | | harp stores in the county, they understand how |
| permission is via a signup box on your website. Place | | | | enticing call to action conversational language can be |
| your signup box in a visible place on your homepage, | | | | on many pages of the site. The navigation bar |
| and other appropriate pages, where visitors might | | | | includes, "Test drive a harp." Doesn't that sould like |
| choose to opt-in. | | | | fun? Or "Hear before you buy", and "Is the harp for |
| Don't just do what I suggested, but go one step | | | | me? Find out more." The audience loves to read on |
| further. What that means specifically is always giving | | | | the web as if you're speaking with them. If you |
| back to your customers before you expect them to | | | | know it's effective with you, then why not give it |
| give. Give them an offer with some urgency behind it | | | | back to your website visitor. |
| and a call to action. For example, why not offer a | | | | 3) "Read More Here" |
| visitor to your website a whitepaper, a free | | | | "Read more here" is an example of what I would call |
| consultation, or a short clip of audio from a recent | | | | a variable affecting your conversion rate. I call these |
| speaking engagement or seminar. People love when | | | | kinds of variables "micro conversions" because they |
| you extend the olive branch. In return, you'll usually | | | | are all small (microscopic, even) steps toward full |
| see much higher click-thru and e-mail submission rates. | | | | conversion. A micro conversion is something that you |
| Always remember WIIFM. What's in it for me? Think, | | | | should test and measure. |
| why would I just assume that anyone stepping into | | | | "Read more here" might not get as high a |
| my website would give me their personal mailing | | | | click-through rate as "Click here to find out how to |
| address, or e-mail, simply because I placed an empty | | | | win a month's supply of vintage wine." So, by |
| box that read "join my list." Well, that's a good start, | | | | improving this click-through, you get the person |
| but a lousy finish. | | | | browsing to take another small step toward your |
| It's all about offer, urgency, call to action and then | | | | final website goal. By doing this, you improve your |
| BOOM! You can sit back and watch your click-thru | | | | overall conversion rate, which in this case is to get |
| rates soar. | | | | someone to register or subscribe to win a month's |
| 2) Conversational Calls to Action | | | | supply of vintage wine. |
| So, how do you give your website the right dose of | | | | Micro conversions can be tracked by measuring the |
| personality? Think of your website as a one-on-one | | | | click-through of links, or the read time for content, or |
| conversation. Just imagine sitting in a coffee shop | | | | the bounce rate for headlines and copy. Full |
| talking informally with a customer. That's the starting | | | | conversion means persuading your visitors to do |
| point for your approach, a more personable and | | | | what you want them to do. In my example, it would |
| appropriate "human" voice will come naturally. | | | | be registering to win wine. But it could be subscribing |
| When you picture the coffee shop scenario, you | | | | to a newsletter, downloading an audio file, buying a |
| quickly see how inappropriate (not to say ridiculous) | | | | product, selling a service, or whatever. It should |
| some of the more traditional styles of customer | | | | reflect your website's business objective. |
| communication can sound on a website. Drop the | | | | If you would like to learn about the top 10 best |
| jargon, drop the sales pitch, be as honest as you | | | | practices that ensure that you get the most visitor |
| can, and talk like a human being. | | | | interaction on your website, visit |
| Refreshing idea, isn't it? Especially on the navigation | | | | Or call 925.705.0372. |