Three Tips for Creating Action Pages
Your prospects online are different than in any other media.
When they’re online they’re looking for action.
Jacob Nielsen says his latest report on web usage shows that web users are increasingly action-oriented and impatient. Think about it. On TV they’re lounging, on radio or outdoor they’re driving, in newspapers they’re getting a start on their day (not looking for products). But online they are looking for something. Whether they know what they’re looking for or not, they’re in search mode. (I can hear the objections around social media users already, but they are looking for entertainment, usually pictures of their friends)
This is why search advertising works online and banner ads don’t, but that’s another topic.
How fast and easy are you making it for users to complete their action?
Here are three starting points for making high performance ‘Action Pages’:
- Guide. Put a ‘next step’ Call to Action at the bottom of each content page. The purpose of your copy is to convince the reader to do something. At the end of your copy, if you’ve done your job, they’ll be looking for a way to act. Why should they have to search through your navigation bar for a way to contact you or buy your product?
- Focus. Cut your copy in half. When you’ve done that, do it again. Nobody wants to hear you talk as much as you do so get to the point as quickly as possible. Cut all unnecessary words. Adjectives should be the first to go.
- Anchor. Include ‘Persistent Calls to Action’ in every page, preferably in the same spot on each page. These are the contact buttons, newsletter signup fields or ‘recommended products’ boxes in your right column or footer. These are high priority candidate areas for conversion optimization testing.
But don’t just go and make changes to your site without testing. You need a conversion rate optimization testing plan to learn and ensure you’re lifting your conversion rate with each change.
Note: We can help you get started with a testing plan that’s right for you. Contact a Conversion Optimization Expert for details.
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