Concentrate on Visitor Experience to Increase your Sales Pipeline. How to Improve the Visitor Experience Your website has many different aspects that affect visitor experience. This includes: Landing pages Website design Mobile responsive Contact channels Each area is a piece of the overall puzzle; any section that frustrates the visitor can ruin the whole image and prevent them from completing business with your company. Landing Pages A Landing page needs to encourage a visitor to undergo an action; this is to inspire the visitor to continue to the website or to capture lead information. A Lead generation landing page if designed well can increase your sales pipeline by collecting the visitor’s contact details, allowing you to market to and nurture the prospect. Now you have an idea of the types of a landing page and what should be on there, how do you design the page? Design Once the visitor has clicked through to your website, the design of the site is the next hurdle. The visitor has come to your site and is satisfied with the experience they have had so far. If they wait too long to be connected by phone, they can become frustrated and it could ruin their entire experience. Web chat has the highest satisfaction levels for any customer service channel, with 73% compared with 61% for email and 44% for phone.
Keeping your sales pipeline healthy reduces the worry for businesses that they are not receiving enough income. There are trends throughout the year that can affect the pipeline so how do you keep it topped up at a satisfactory level the whole year?
Focus on the Visitor Experience
Your company has put effort into marketing to get your visitors to your site, perhaps through pay per click advertising, sending out email campaigns or having a successful social media presence. Whichever route bought the individual to your website it is now your site that has to wow the visitor.
US companies are now 6% ahead of UK brands in terms of customer experience, compared to 2% ahead last year. The visitor experience is vital for companies to gain custom, loyalty and repeat business, all aspects that help fill the sales pipeline.
How to Improve the Visitor Experience
Your website has many different aspects that affect visitor experience. This includes:
- Landing pages
- Website design
- Mobile responsive
- Contact channels
Each area is a piece of the overall puzzle; any section that frustrates the visitor can ruin the whole image and prevent them from completing business with your company.
Landing Pages
A Landing page needs to encourage a visitor to undergo an action; this is to inspire the visitor to continue to the website or to capture lead information. There are two types of landing pages:
- Click through
- Lead generation
The purpose of the click-through type of the landing page is to increase the company’s conversion rate. It is common for visitors to only view one page; the landing page can pique the visitor’s interest and help move them along for more in-depth information or towards purchasing.
E-commerce sites mainly use the click-through type with the destination page being the shopping cart or registration page; this increases the chance of gaining more conversions than directing a visitor straight from your marketing routes to the destination page.
A Lead generation landing page if designed well can increase your sales pipeline by collecting the visitor’s contact details, allowing you to market to and nurture the prospect.
Visitors are more willing to give their details to companies if they feel they are getting something of value, this could be:
- Ebook or Whitepaper
- Discount Coupon / Voucher
- Free Trial
- A Physical Gift
- Registering for a webinar, product launch updates, consultation, competition entry etc.
Now you have an idea of the types of a landing page and what should be on there, how do you design the page? Wordstream has put together a useful article on “9 Tips on How to Craft an Effective Landing Page” that covers:
- Clean Organised Design
- Be a Minimalist
- Use Header to Broadcast Offer Value
- Trust Signals
- Make your Page Mobile Friendly
- Keep your Form…
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