mt-magazine-issue-Feb18
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Third – A Good Website Converts Visitors to Customers<br />
Ultimately, your goal isn’t just<br />
to attract visitors to your site.<br />
You want to turn those visitors<br />
into paying customers. If your<br />
site isn’t designed with conversions<br />
in mind, then it’s not a<br />
good site.<br />
Of course, not every guest<br />
will convert on their first visit.<br />
That’s why your site needs to<br />
present multiple conversion<br />
opportunities. Some will focus<br />
on turning visitors into leads,<br />
while others will focus on making<br />
sales.<br />
There are three main features<br />
to consider here.<br />
»»<br />
An opt-in form that entices<br />
people to sign up for<br />
your mailing list is a must.<br />
Once someone gives you<br />
an email address, they become<br />
a lead. It’s your job to<br />
nurture them, overcoming<br />
their objections and making<br />
it impossible for them to resist<br />
buying your product or<br />
signing up for your service.<br />
Ideally, you should have an<br />
opt-in option on every page<br />
of your site, not just your<br />
home page.<br />
1. A strong call to action is the<br />
next must-have feature for a<br />
good website. Here, I’m not<br />
talking about a single call to<br />
action. The most effective<br />
websites offer multiple calls<br />
to action at strategic points.<br />
You might have a static<br />
form above the fold on<br />
your home page, and then<br />
include a scroll-triggered<br />
form and a pop-up form to<br />
capture people if they leave
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