Losing Sight of Your Goals
The most important things you must do when creating a Web site is clearly define, then adhere to your business goals, while also considering the user’s needs. When you define both properly, the structure and narration of each Web page falls into place much more easily.
Some of these business goals might include increasing customer calls, selling more products, collecting email addresses from more visitors, or gathering more feedback. So there is no universal Web-site template that would successfully fulfill the goals of every company. Each company is different and every industry and every target audience has different needs. Therefore, the best thing to do before changing a Web site is to do a deeper review of its analytics data and conduct usability testing to discover and understand the customer’s behavior and learn what they really need to make a decision about whether to contact you or buy something from the site.
The users’ needs depend on where they are in the buyer’s journey—or whatever journey they’re on. During the phase when they’re building their awareness, they might want to know more about the company. During the consideration phase, they’re evaluating what makes your goods or services better than those of your competitors. If, for example, a customer were shopping for a new swimsuit before going on vacation, she might have reached the decision phase and would need to know how long delivery would take.
It is important to have a deep understanding of your users to know what information and what kind of experience would be most helpful and enjoyable to them and, therefore, would most likely lead to conversions and help your organization reach its business goals.
Having No Call to Action
To get the user to take action, you first need to define what action you want users to take. A call to action (CTA) should, of course, relate to these business goals and the user’s needs. If a call to action isn’t sufficiently visible, clear, brief, and understandable, users would be less likely to take the desired action.
The form of the call to action should depend on your business goals. For example, if your goal is to collect email addresses from your visitors so you can engage with them later, you could place a visible banner at the top of the page, with a call-to-action button that is labeled Join now. When you want visitors to contact you by phone, ensure that this option is more visible by highlighting it in some way, enabling it to draw more attention than, for example, your email address or contact form.
You can check whether your CTA is strong enough by measuring its success or failure with Google Analytics or another Web-site tracking tool. Determine your CTA’s conversion rate by comparing how many clicks it has received to the number of visitors to the site. You can also A/B test different CTAs to learn which has a higher conversion rate. That is the best one for your Web site. When you want to A/B test a CTA, don’t focus only on its text. Also keep in mind its form, color, and placement, which can also influence its conversion rate.