Tell Your Customers What to Do

Conversion Rate Optimisation

How can you improve your conversion rate optimisation? In other words, how can you get your web visitors to take action when they arrive on your website?  Telling them what to do is a good start.

When a visitor arrives at your website, it is like they’ve entered your showroom.  This is your opportunity to demonstrate to your visitor what you are all about and how you can help them.  However, there are a few key differences between a web visitor and an actual visitor to your premises.  For one thing you can do without the formalities like saying ‘Welcome, how are you? Isn’t it hot outside…’.

They aren’t interested in chit chat because they don’t need to be.  They are one mouse click away from leaving your site; because it’s not a physical location they don’t need to worry about social niceties or worrying that they’ll offend you if they walk in take a quick look around and walk straight out again.

They want you to get down to business straight away and engage them in 3 seconds or less.  What they most want to know is what’s in it for them, why should they stay instead of clicking away?  Does you site answer that question quickly with a benefit-laden headline or an image that captures success using your product or service?

Let’s say you have a great headline that makes it clear just what you can offer and how it addresses your prospective customers’ problems and you have a fabulous image that captures attention and reinforces your key selling point, what then?

Make it easy for a web visitor to become a customer with clear instructions.  They could be ordered numbers that clearly explain the process of ordering like in the example below from Homefresh Organics.


Instructions for Ordering


Other things you can do to make it easy for your site visitors is to make your navigation clear.  So have ‘Join Now’ instead of ‘Membership’; use ‘Click Here’ rather than ‘More Information’.  Wherever possible use action and direct instruction rather than indirect or vague information type buttons.

Are you telling your customers what to do?