Don't Be Short-Sighted With Your Website Marketing Strategy: The Value of Multiple POAs
Many website owners now realize that actively steering visitors toward a clear POA (point-of-action) on their site is critical for increasing the website conversion rate, which improves the return on their website marketing investment. However, the primary POA is all-too-often an "all-or-nothing" proposition - meaning that it is often geared toward a specific kind of visitor, who is generally one that is at, or very near to, the point of decision. Therefore, our clients often utilize singular POAs, such as the ubiquitous "Contact Us," "Download a Demo," "Get an Estimate/Quote," etc. While there's nothing wrong with this website marketing tactic, as attracting the so-called "low-hanging fruit" should be a primary website conversion goal, not all of your potential customers are close to the point of decision that leads them to engage with your company. Ignoring their needs poses a risk that they will leave your site unsatisfied, many never to return.
Many website owners now realize that actively steering visitors toward a clear POA (point-of-action) on their site is critical for increasing the website conversion rate, which improves the return on their website marketing investment. However, the primary POA is all-too-often an "all-or-nothing" proposition - meaning that it is often geared toward a specific kind of visitor, who is generally one that is at, or very near to, the point of decision. Therefore, our clients often utilize singular POAs, such as the ubiquitous "Contact Us," "Download a Demo," "Get an Estimate/Quote," etc. While there's nothing wrong with this website marketing tactic, as attracting the so-called "low-hanging fruit" should be a primary website conversion goal, not all of your potential customers are close to the point of decision that leads them to engage with your company. Ignoring their needs poses a risk that they will leave your site unsatisfied, many never to return.
