The Most Important Question To Ask About Your Web Site!

by Martin Gateshill

This article may be freely republished provided the contact panel at the end is included. A courtesy copy is appreciated.

DATA: 197 Lines Wrap at 65 Chars 1266 Words

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By Martin Gateshill - AdzInMotion - http://www.adzinmotion.com
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When you design a website how do you start ?

Do you start with the banner graphics at the top, or the order
page or maybe the sales letter ?

All of those are areas that have to be created but they're
really not the place to start.

The place to start is by answering one simple question about
your site.

>> What do I want my visitor to do before she leaves? <<

We'll call the answer to that your primary objective, the single
thing you most want a visitor to do before leaving.

Of course the answer gives rise to another equally important
question...

>> If she doesn't do that, what else would I like her to do? <<

We'll call the answer to that your secondary objective, it's
your fall back position. If you fail to convince them to take
the action that you most want them to do, this fall back action
will still serve a purpose and get you other opportunities to
achieve objective one.

The answer to these questions will define the design of your
site for you. Your site will ave to be designed so that it can
react 'on the fly' and lead the visitor to objective 2 if you
fail to achieve objective 1.

REALISTIC OBJECTIVES

Let's take the case of a web site owner who's selling software
direct to the end user.

What would be the primary objective for such a site?

Often the site owner will decide that Objective 1 - the one
thing he most wants a visitor to do is to buy the software there
and then.

Great, that now defines the site for him. To meet the objective
the site has to be completely focused on that objective but, it
may turn out to be unrealistic to expect to achieve it in one
hit.

DESIGN THE SITE TO ACHIEVE THE OBJECTIVE

The sales copy has to describe a problem, lay out the solutions
and show how the product available from this very page will
solve the problem now.

The copy must be compelling, it must describe the problem that
the product solves in a way that creates detailed pictures in
the visitors mind. Pictures of the day to day effects of this
problem that the visitor would really want to solve.

The copy must then paint pictures to create thoughts and images
of life for the visitor without this problem and how much better,
easier or more profitable etc life would be if this problem
could be solved.

Then, like the 7th cavalry riding in, the copy must link the
features of the software to the benefits that go with using it
and the problem being solved.

The more powerful the links and the more positive imagery
created in the visitors mind, the more likely it becomes that
s/he will be motivated to take action to end the problem and buy
the product then and there.

The good feelings developed by the copy can be reinforced by
glowing testimonials from users who are already enjoying life
with the software and without the problem defined.

A superb close should be used that reinforces all of the good
feelings achieved so far and adds value by careful positioning
of the price to be paid against the real value of the product
and the list of wonderful exclusive bonuses on offer if the
visitor orders now.

The visitor feels so positive she reaches for her credit card,
completes the order form and buys the product.

Great! Primary objective achieved. But....

WHAT IF IT OBJECTIVE 1 FAILS?

Sometimes, even if you get all of the above correct, it's just
not enough. Your visitor may not know you, one visit may not
convince them that you are trust worthy. They not be entirely
convinced that your software will deliver all the promised
benefits or that it's worth the money. Perhaps they might be
thinking that there might be a better, cheaper, better known
solution to be had elsewhere.

For any or all of these reasons the site owners primary
objective may prove to be unrealistic and may not be achieved.

If this is the case he needs to rapidly switch the purpose of
his site to achieving his secondary objective. This can be
tricky to do but there is a simple technique that can be
employed for the purpose.

First, what sort of secondary objective might be achievable by
the site owner? We'll look at a couple of examples.

NEWSLETTER

He may have a newsletter about the subject area that his
software covers.

If so, his secondary objective may be to get the visitor to sign
up for it before leaving.

That way the site owner has opportunities to build on the
pictures painted by the site. He can use the newsletter to
reassure, prove the benefits, introduce other benefits. He can
show more testimonials and provide a stream of useful, valued
information to build a relationship of trust with the visitor.

FREE TRIAL

He may have a 'test drive' version of the software that will
allow the visitor to find out first hand what it does and how it
will benefit him to own it. If so his secondary objective might
be to get the visitor to download the 'test drive' and then
supply him by email with how to's, tutorials and other useful
information to get the visitor using the software and
experiencing the benefits first hand.

BACK TO OBJECTIVE 1

Either of these secondary objectives provide the site owner
further opportunities to develop a relationship with the visitor
until they feel ready to buy the software.

HOW TO RE-PURPOSE THE SITE

One of the best ways is the intelligent use of Popups.

In this case the site owner only wants to go for objective 2 if
objective 1 is not achieved. He knows it hasn't been achieved if
the visitor is leaving the site without going to the order page
or does go there but doesn't buy the product.

Time for a great Popup triggered by either event.

A good, fast loading Popup inviting the visitor to sign up for
the newsletter or download the test drive works wonders. They're
about to leave, but now they see something that's so compelling,
free, zero risk, high benefit that they'd be crazy not to react
to it.

It's a simple technique that has earned a lot of money for a lot
of site owners.

Set your objectives carefully and structure your site to give
you the best chance to achieve at least one of them.

Look out for more in this series from Martin Gateshill
http://www.adzinmotion.com

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ABOUT THIS ARTICLE...

This free article has been provided to you courtesy of Martin
Gateshill of AdzInMotion http://www.adzinmotion.com.

AdzInMotion produce innovative software that allows Web Site
Owners of all levels of ability to produce eye catching on site
promotional materials that do one thing very well - Increase
Sales, Click thru's and Sign ups. To see AdzInMotion in action
go to http://www.adzinmotion.com

CONTACT AND INFO

This article along with may be freely republished provided this
panel is included. A courtesy copy is appreciated.

Martin can be contacted at martin@adzinmotion.com
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About the Author

Martin can be contacted at martin@adzinmotion.com