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Sending site visitors where you want them to go
It’s Not the Destination, It’s the Journey
It’s a nice thought. Put it on a t-shirt or on the bumper of your car.
But on your website, The Destination is what it’s all about. What do you want people to DO, really, on your website?
Unless your website is a wiki or if you just want to provide information to site visitors, as a public service, expecting absolutely nothing in return; then by all means, let them meander to their heart’s content.
We spend a lot of time on getting the home page right when we develop websites, and rightfully so. That’s the page that determines if you get another click through at all. Everyone wants to be on the home page. But I’d put my money on being the page that the most compelling click-through on the home page leads to, because at that point the hook has at least been nibbled.
If you want your site visitors to click through, sign-up, buy, subscribe, enroll, donate or give you one scintilla of personal information you need to consider whether or not your website is getting people to their destination and whether you’re presenting compelling opportunities for them to pause, consider and then continue.
Leading people down a compelling content path towards a terminal conversion is a construct called a sales gravity funnel. From the moment visitors arrive on your site until they fulfill a goal, you need to consider your conversion process. This is the sequence that guides prospects from getting their attention, creating interest, building desire and then getting them to take action.
So, it’s time to start thinking about where you’d like people to end up on your site, not just where they’re going to begin. In our next newsletter we’ll give you some tips on tracking site visitors through your conversion funnels and how make sure they stay through until the end.
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