Needle in a Haystack CTA
Did you know that one of the results of the research conducted by Small Business Trends last 2013 revealed that 80% of small B2B business websites lacked CTAs? At some point, it’s unavoidable to write inefficient CTAs (that’s why there’s A/B testing to the rescue) but not asking for the sale when you aim to convert using your website? That’s a whole new level of absurdity. So always keep in mind to let your visitors know what you want them to do and make the process hassle-free for them (It’s not ‘hide and seek’ and they certainly wouldn’t waste time figuring out what you want them to do).
People are wary about giving their personal information. Asking them a couple of it just as they have stumbled right into your website for the first time might turn them off. You can go for it later on. However, make sure to ask for the information you only need. Expedia, Inc., an American company that owns and operates several international global online travel brands, gained an extra $12 million revenue for removing a single data field in their website. Also, if you want to gate some good content to drive leads into your website’s sales funnel, do so. Just don’t go overboard by gating everything. Strict registration requirements, more often than not, make people turn their backs away from your website.
If your website is laden with ads, you better do something about it immediately. It has been implied that “trust” is an important element for people when visiting and transacting in a website. Correspondingly, people have trust issues with online ads. This has been backed up by the “Trust in Advertising” research conducted by Nielsen Holdings PLC, a global information, data, and measurement company, in which they polled more than 29,000 consumers in 58 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The said research revealed that consumers trust the traditional advertising (i.e. newspaper ads, magazine ads, billboards, radio ads and infomercials) than online advertising. Hence, don’t make it the first thing your visitors see when they visit your website. Minimize the number of ads and strategize where to put it.