Happy Shiny (But Not Cheesy) People & Other Conversion Tactics
Whether we’re strategizing content, building an online campaign, or planning a new product’s go-to-market – we’re all doing it for the same reason, ultimately . . . it’s all about conversion. Yes, it’s fun, it’s elegant, and on good days – inspiring. But, bottom line, it’s all about converting leads to prospects, prospects to customers, customers to advocates.
And when it comes to conversion, there’s no greater advocate than our website. So, looking ahead into fiscal ’16 – it’s definitely worth our while to consider the latest and greatest in website CRO tactics.
Full-width images (and cinemagraphs)
Monochromatic colors with contrasting CTA
Video (not sure why everyone’s still calling this a trend, seem to me pretty much a commodity)
Sticky CTA buttons
Single column CTAs
Personalized user experiences
There are two more I’d like to dwell on (just a tad): (1) prioritized navigation, and (2) minimal lead capture.
Minimal lead capture is all about lowering the overhead for getting that lead . . . where the overhead is the lead’s, that is. I was always told, if you’re asking someone to do something for you – you need to do something for them too. It’s just good karma.
As for prioritized navigation, this is an interesting one. The precept is: “decide on your top 2-3 pages, which are necessary to entice people to convert. Keep those in the main top navigation bar. What is your main CTA? Style that as a button, and place it in the top navigation bar, alongside the other 2-3 pages. Place all other page navigation items in a hidden menu, accessible by clicking on a menu icon.”
What are some of your CRO tactics for the coming year?
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