This post is part of a series about the Internet marketing strategy I call Inbound Marketing, and is also part of a sub-series about the preparation that goes into a successful Inbound Marketing effort. To access those articles, click either of the links in the prior sentence.
This post talks about conversion and your Calls to Action. Calls is plural as you may have more than one.
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The first thing of note is to not make the mistake of thinking conversion and CTAs are one and the same.
Conversion is the strategy of moving potential customers from website visitors to prospects to customers. Website conversion is the process of doing the first step or two of that on your website.
The way you move a person from step A to step B to step C is by the use of Calls to Action.
To further illustrate this point, let’s assume you sell merchant services (credit card processing) and you want to implement a two step conversion process and your primary message is that you’re easier to work with, you’re bills are easy to understand (no hidden fees), and they’ll save money by using you.
- Step 1: Look at a side by side comparison of your rates compared to those of others.
- Step 2: Contact you to look at switching to you.
What will your CTAs (Calls to Action) be?
Your blog posts will suggest they compare rates before considering switching. The CTA will say something like…
Compare our rates to our competitors before considering switching
That takes them to a specially designed landing page, which provides the side by side comparison and maybe even the ability to look at the simplicity of how your bill is formatted.
At the end of this landing page, the CTA will say something like…
Contact us to see if we can save you money
That takes them to your Contact Us form. If you have the ability within your web design, it would also be great to suggest they submit a scanned image of their latest merchant services bill, so your team can immediately start the analysis.
That way your next contact with the prospect is either Yes or No.
Of course the example above is just an example, but I think you get the point.
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