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The Six Desired Outcomes of Website Visitors and How You Can Convert them!

The Six Desired Outcomes of Website Visitors and How You Can Convert them!

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So, a lot is discussed about how to get visitors to your website, but today we are going to be discussing the very broad brush strokes that are necessary to convert your website traffic  into something of value.

By value I mean to say “convert your visitors into any of the following” :-

1. A visitor who turns into a paying customer
2. A visitor who clicks on an advert
3. A visitor who gives you their email address in return for something
4. A visitor who comments on your post
5. A visitor who likes, shares or follows your content
6. A visitor who subscribes to your newsletter, forum or social network

Psychology plays a huge role in turning any of your visitors into any of the above states, so lets look at what psychology is required on your visitors part in each of the 6 states mentioned above.

1. A visitor who turns into a paying customer

OK, so here we are looking for a visitor to take out their credit card or use their Paypal to actually purchase a product or service from us. This is essentially the most difficult visitor state to convert. Passing money across the  internet opens up a wealth of concerns for the visitor. Compare this with sharing an email address or clicking on a like button to understand just how difficult it is to convert visitors into paying customers.
It is less of a problem for a well known high street brand to convert a visitor to a customer than johnblogsandco.com, who most people will never have heard of.

One way to get a sense of just how visitors feel when they hit your on-line shop is for you to visit a similar on-line store and gauge how you feel about parting with money through  their eCommerce store.

So presenting your website as an authoritative, security conscious and professional resource  is extremely important in developing the confidence of the visitor prior to them making a purchase. Secondly, you must present products that are highly relevant to your visitor and priced well against your competition.

Your website has to be easily navigated so that the visitor doesn’t get disgruntled with operating your website.

Your purchasing and fulfilment content must be fast, simple and user friendly, supplying all the necessary information a would be purchaser could ever require in order to make a purchase.

Like I say, these are the broad brush strokes to advice how to convert, rather than exhaustive resource.

I will be covering sales conversion much more in the future.

2. A visitor who clicks on an advert

Here, you need to make sure your ads are placed in prominent positions, usually at the top of the page in the case of a  banner ad or top right above the fold of the page.  But this is an extremely simplistic point of view given ads can be placed pretty much anyway on the page and always especially in those places where visitors will be looking.

Again, ads must be highly relevant to your intended audience as this will ensure a higher conversion rate.

3. A visitor who gives you their email address in return for something

Here, you want to offer your visitors an incentive for giving you their email address. Such an incentive must be something so valuable in the mind of your visitor, sufficient for them to want to part with their email.
Many web-masters will add an email optin box to the top right of their homepage so it prominent, or they will install a popup optin box which launches automatically when you visit or try to leave their page. As with all visitor states, ensuring the incentive is highly relevant to your visitor is the make or break of your conversion performance.

4. A visitor who comments on your post

Here, you want to write highly targeted content that is bound to solicit a response from your visitors. You need to think to yourself “what can I write that will get my visitors wanting to share their views by commenting in my blog posts”.  Is it something controversial? Is it something whereby the article leaves on a rhetorical question? Is it something that is generally debated over?

5. A visitor who likes, shares or follows your content

You want to solicit a degree of desire in your visitors, so much so they want to like, share or follow your content.

Again, you must ensure your visitors are seeing highly relevant content and use persuasive content strategies to inspire them to click on the numerous social media triggers that you have deployed tactically throughout your content.
More on persuasive content strategies in a latter article.

6. A visitor who subscribes to your website, forum or social network

This visitor state builds on many of those states mentioned above.

Basically, you will be using a variety of different incentives to encourage your visitors to participate in your website in a more consistent and meaningful way, that simply browsing. Here you will be encouraging them to want to share more and more of their time, consuming your content and developing relationships with others who are essentially doing the same.
Again, your content much be highly relevant to them. You must have a constant drip feed of ideas, advice and opinions on the latest events/buzz. You need to build a belief in the mind of your audience that they have a value to the community and that they themselves are gaining value from the relationship. Visitors in this role need to identify with your website and with those who participate in it. They must feel that they belong and that their opinion is well respected by others, even if other people don’t agree with it. They must feel like the website is progressive and that they are a big part in that progression. they must feel a sense of ownership themselves, rather than feel like they are only feathering someone else’s nest. They must be able to develop a profile in the community that relates exactly to their-self and be able to actively present and appeal that to others.

These are my basic thoughts today relating to visitor conversion. Like I say, this is by no means an exhaustive assessment, but may give some ideas for the reader to build upon.

All the best,

Stephen

Written by Stephen

Steve Ryan is the co-founder of Young Web Builder with Oliver Neely.

  • http://www.youngwebbuilder.com OIiver

    A lot of people tell you how to drive traffic to your website but traffic is no good if you cannot convert it. Even if the traffic is targeted you need to know how to effectively convert that targeted traffic into an action. The action is what will ultimately make your website grow, result in a sale which will build your websites profits or click onto relevant ads to the pages content which will make you money as well.

    Often you can look at it backwards and think what it is you want to happen when someone visits your website and then think what do you have to do to make that happen? It’s not just about getting the traffic there!