You should consider your website as another store where you could sell your products and services. Your website’s greatest contribution is when it acts as an automated, round-the-clock salesperson.
How do you get your site to do this? Here are three easy ways:
1. Sell the benefits.
Remember the basic marketing lesson you learned long ago: AIDA. It stands for Attention, Interest, Desire and Action. You get your visitors’ attention and stir up their interest. Then by flaunting your products’ benefits, you let them want your product so that they would act on their desires and buy it.
Design your website so that your visitors can go through all these stages in just one page. Use visually stimulating images and direct their attention to the product’s benefits, tell them why they should sign up for your newsletter, buy your product, or go for a free trial.
Once they are sold that your product is the best for them, make it easier for them to act on it by including a button that would take them to the checkout or registration page.
2. Sell at every opportunity.
This does not mean that you overload your website with “buy now” links. Instead, make sure that your visitor would know where to go next and won’t have to look for your checkout button when he or she is ready to buy.
You should also have a next-action button. Next action buttons are simply those that take your visitors to get more information about your products, or to see a product demo or even to order your product.
3. Know where your customers are looking.
When presented with a Web page, people tend to look at the upper left side of the page first, then on to the right side of the page. The bottom part of the page gets the last attention. Content there are seen or read last because people often read from top left to right. Between the left and right side of the bottom part, however, people would direct their attention to the right side.
What this means is that you should have your main “selling” content on the top left part of the screen, while putting the call-to-action button at the bottom right part of the screen.
Check out how Skype lays out its Get Skype page
As you would notice, the call to action buttons are in what is called the “terminal area” or the bottom right side of the page.
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