Treating Your Visitors Like Untrained Dogs  

Looking to increase your landing page conversion rate? Then treat your visitors like untrained dogs. Think about it - If you want an untrained dog to follow a specific path, you need to put them on a leash and guide them. They also need very clear and reinforcing guidance to get them to do what you want.

To get the most out of new visitors you need to guide them in the same way through your page to complete the desired action. Just like an author who tells his story in a sequence of ordered chapters, you want to tell the story of your product or service offerings in a pre-determined order of web page elements. The more control you have over the visitor's experience, the more control you have over your conversion rate.

In a direct mail piece, a letter is very one dimensional - even though the reader may not read the entire letter in order, we have given them a clear starting and ending point. We have a certain amount of control how they receive our marketing message.

A web page, on the other hand, is multi-dimensional and interactive so unless we know how to direct the visitor through its various elements, the visitor will act like an untrained dog running in every direction and ultimately running away.

How many times have you visited a web page, been overwhelmed by multiple headlines, scattered boxes of long copy, and numerous images and not had a clue where to start reading on the page? How long before you lost your patience and decided to move on to a competitor's site?

Click here to learn how to put your visitors on a leash >