Sticky Web Pages Part Two: Getting Visitors to Stay and Act
Creating sticky web pages for your site means that you want to keep your visitors engaged with your brand and ready to respond to your call to action. This way you get the most out of the time your visitors spend on your web properties: high loyalty and repeat visits with plenty of conversions, from sign-ups to sales.
In Sticky Web Pages Part One we listed five important practices every business owner should know or pass along to the marketing team. Here are six more to add to your list.
The site matches the print collateral, emails or landing page: Sometimes a potential customer hears about you first from a source other than the internet. They may have seen your ad in a trade publication, found you at an expo, or even received print collateral from your business. Eventually most clients will also make it to your site. If the overall look and feel of a site confirms what they are expecting from you (“Ah, yes, those people from the trade show who make solar panels”) you keep their confidence and win a chance at converting them to customers.
Good use of forms: If you want the visitor to part with certain personal details for your opt-in page, give them reasons for it and ask only for those details that you really need. The lengthier your form is, the greater the chances of them navigating away from your site, so keep your forms are short, simple and clear. Your call to action should be clear and repeated on the form.
Make them feel secure: When your potential and repeat clients are making purchases or conducting transactions of any sort (like filling out a form, above), they should feel secure about doing so. Some security measures can be as simple as a guarantee that you won’t sell their info or send them spam (don’t forget to keep your promises), or a lock icon. More serious measures include purchasing encryption software or services that let your visitors know it’s perfectly secure to do business with you.
Copy length and need for scrolling: Studies show that you have only a few seconds to attract your prospective customer’s attention, so your content should be brief enough and attractive enough to say everything you need to say in order to convince your visitor to stay within this brief decision-making time period. Your headline should be powerful and engaging. Consider color, font size and simplicity so that everything is as clear and legible as you can possibly make it.
Use of subheadings within the copy: If your message is more than 200 – 3oo words (and sometimes even if it is shorter), you should make good use of sub-headings to break up your copy. Generally speaking, online messages should be crafted for scan-ability, rather than close reads. Your copy should be brief and easy to understand, and should incorporate bullet points.
Use of social proof: Using social proof or testimonials are a helpful way to convince your web visitor that you are legitimate and trustworthy. Word-of-mouth marketing can be incredibly powerful, and often people will trust someone else’s opinion of your business before they will trust your own. If your testimonial is statistics-oriented, it will testify to the efficiency of your product and the results it can give.
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