One day, I went to a major bank's website to look up information on one of its services. I found the information, and everything was clearly written. But! At the bottom of the page… There was nothing there. The text simply ran out, and that was it.
So, I finished reading the text and… froze. What should I do next? Where should I write? Who should I call? What documents do I need to receive this service? Who can I ask questions to?
Users ask themselves these questions constantly. But 97% of websites simply don't have answers.
There's a contact page. There's a Q&A section. But all of this disrupts the smooth and seamless transition from the site visitor to the desired action—a call, an email, an order from the site…
Therefore, in order to gently and smoothly lead him to this action, you need to correctly complete the ending of the pages of your site.
At the end of every website page, there should be a link to some logical next step or options. What could this be?
Service description page
After describing the service, it would be logical to say:
– provide a list of documents to download for receiving such a service;
– indicate the contact information of the managers who provide this particular service;
– provide a link to questions and answers specifically for this service (or post them directly on this page).
And, most importantly, there should be a call to action at the end of the page.
For example: “Call 111-11-11 and ask our managers any unanswered questions.” You can directly recommend placing an order: “Call us at 111-11-11 and order this service.”
Product description page
If it's an online store, the logical conclusion to the page is clear: the “Add to Cart” button. But even here, there are logical flaws—sometimes the button ends up at the very top of the page.
People haven't even read the description, haven't even looked at the product yet, and aren't ready to make a decision, but they're already being slapped with a buy button. It makes sense to place it immediately after the description and price.
If this is not an online store, you can do the following at the bottom of the page:
– post questions and answers about the product;
– describe the ordering procedure and encourage people to place an order;
– add an order form (name, contact information, notes) so that the product can be ordered directly from this page.
Page with the article
It makes sense if, after reading the article, we invite the site visitor to go to the product and service catalog pages described in the article.
(I hope you understand that the articles on your website should be thematic, telling in different ways about the benefits of your products and services.)
Therefore, there may be one link “Go to section XXXXXXX” or 2–4 links that would be convenient for the visitor to go to different (perhaps similar) sections of the catalog or to specific products.
Home page
In general, mistakes are made very often on it.
The best thing to do is to include a list of benefits for visitors on your website's homepage. These are the benefits they'll receive by working with you.
What does the visitor need after this? An offer to go to the product and service catalog to select them. Or, immediately, the opportunity to place an order.
It all depends on whether the visitor can make a decision right away or needs more information. In other words, it all depends on your topic.
Conclusions
So, any page of your website should have:
– call to action
or
– links to those pages of your site that may be useful to him after reading this page.
Now look at your website . Are there any calls to action or clues for your visitor's next steps?
If not, don't be surprised that the site is receiving few orders.
