Anything web-related seems to be changing at light-speed these days. The term “banner blindness” has come up this year to indicate the widespread decline of banners’ ability to capture our attention. And with the metric of 15 seconds spent on a page, how can we grab our visitors’ attention to keep them on our site for more than those 15 seconds?
The lead-generation funnel
Generally speaking, when we are looking at the way we get leads, we look at a big funnel. At the top of the funnel are typically those who have come across our website or our company in some way. This could be from a search engine, from a link on a social media post, or even a link in an email communication that was forwarded to them from an existing customer.
We have about 15 seconds to grab that visitor somehow. If it’s a blog post, that means we need to have great content that they want to read. If it’s a retail site, we want great photos of our product, with an easy-to-navigate catalog. And for others, we want an easy way to let them see information they’re most likely interested in, such as pricing options and product features.
Traditionally, that focus on content helps us keep a visitor on our site a little longer than that initial 15 seconds, then we can hopefully get them to a page with a form for them to ask for more information, check out with a purchase, or sign up for regular blog updates.
What if we could increase the chances of them interacting with our site earlier in that funnel – say, in the first 15 seconds?
This is where a website feedback survey, or feedback tab on your site, can play a huge role in getting those visitors to engage with your site much earlier in their visit. Make the tab a splashy color, use some enticing words like “20% off site-wide!” and you’ve just increased the chances that your visitor is likely to interact with your company.
The beauty of this is that you don’t just have to make that tab your sign-up form! Get feedback from your visitors while they’re there. Keep it short, and you have a magic combination of feedback + interaction. For example, ask visitors how they got to your site in the first place; ask them what they are looking for; what products would they expect to see on the front page; and then gather their email address.
You could even run some A/B tests while you’re at it, and use a couple of feedback tabs on different pages of your site, to see what words are more likely to get your visitors to interact with your site. That adds a whole new layer of feedback for you: use that data about what words are increasing engagement on your site in your next advertisements!
Register for our webinar on March 31 at 10AM Pacific / 1PM Eastern to learn more about our new website feedback surveys, how to use them, where to place them, and how easy they are to launch. Hope to see you there!