Website Design

Getting someone engaged on a website is more difficult that one would think. For instance, whenwas the last time you had a face-to-face conversation with someone, only to realize they weren't listening? Engagement means different things to different websites.

Since each website has its own unique characteristics and purpose, engagement must be defined by a website’s goals. The first step is to define how an engaged visitor behaves in terms of a website's goals.

• What is the ultimate purpose of your website?
• Is it to cause visitors to make a phone call?
• Is it to cause visitors to fill out a form?
• Do visitors to the website come to the dealership?
• Do visitors to the website ultimately buy a car?

What actions do visitors exhibit when they're interacting with the website and moving toward its ultimate purpose?

• View products
• Reading reviews
• View about us page
• Review Inventory
• View Specials

By using analytics, companies can find out if the Calls to Action are working and not working. For instance:

• Do they stay long?
• Do they click a lot?
• Do they visit the site many times?
• Are there repeat visits days apart? Weeks apart?
• Do they penetrate deep into the site or bounce off of it?
• Do they view lots of pages?
• Do they take a given action like sign-up for a newsletter regarding Special Sales?
• Do they fill out web forms?
• Do they ultimately purchase?
• Do they leave the website at one particular page?

Call to Action includes the information you need to know to achieve dramatic results from your online efforts. There are seven main points to getting more customers:

1.  Get more and better qualified visitors via a well thought out PPC campaign
2.  Learn what visitors really want
3.  Present better and increase your conversion rate
4.  Price more accurately
5.  Increase the effectiveness of your merchandizing
6.  Use A/B testing and understand and learn
7.  Train the staff to be better salesmen and saleswomen

Finally, a Call to Action is the science and art of online conversion, focusing exclusively on persuading and converting visitors into leads and sales based on Persuasion Architecture and proven conversion rate optimization techniques. When Calls to Action work, the words will penetrate and drive results – sales.

Calls to Action are also the following:

Eye Catching: What has been done to make the Website impressive, noticeable or striking?

Compelling: Have you connected with your visitor’s wants? How have you persuaded your readers that they really need to buy your product?

Clear: Is it instantly obvious what the website is offering? Are the benefits readily apparent? Is it easy for the visitor to pick up the phone or complete a form to respond?

Credible: Consumers are skeptical of auto advertisers. Is the website delivering a message that is honest, realistic, sincere and believable?

Emotional: Does the Website’s message move visitors to say WOW? What has the Website done to arouse the spirit of the visitors?

Insightful: Does the Website demonstrate an understanding of the visitor’s needs, desires, hopes and dreams? Does the website make your visitors aware of a new lower price, lower interest rate, new service or new product?

Informative: How educational is the website’s message? In exchange for a visitor’s consideration, does the website provide new, important or little-known information and use it to build a case for a visitor to take some kind of action?

Relevant: Does the Website make both the message and offer germane to the visitor?

Valuable: Does the Website have an offer that is important, priceless or, failing that, just downright useful? How well does the Website persuade the visitor that the offer is worthy of their time and indispensable to the improvement of their daily lives?

Motivating: How moving is the Website’s message? How immediate? Has the website employed proven response words and motivational phrases to drive response behavior? Does the Website’s message have urgency built into it?

If you have any questions, about the information contained herein, please give us a call.