Most people will not convert when they visit your site. They won’t buy from your store; they won’t contact, call or chat with you—they will simply click out if they don’t find the information they are looking for.
Sometimes, however, a small percentage of those users do stick around so we need to make it super easy for them to find what they are interested in.
Let’s Find a Dentist
I recently moved to Portland, Oregon. About a week ago I began to research for a new dentist as I need someone to replace two amalgams with a natural material.
Someone I know sent me the link to a local holistic dentist and I visited the site to learn more about the services they offered.
I perused the site and I found the information I was looking for within minutes—bingo, they do offer the work I need!
So far everything was going according to plan: great referral, great website and tons of information! I was looking for pricing at this point but there was nothing regarding this so I decided to contact them.
Do You Offer That?
I found their contact form and in it there was a “reason for your visit field” but there was no option to select “amalgam replacement.”
Despite seeing “other” as the option, it is obvious that they offer the service I am inquiring about so the option should be part of the list.
It is extremely important to always reinforce that you do whatever the user landed on your website for in the first place.
I Want Something Else
Once I was done filling out the form I noticed that the button to send it said something I was not looking for which was to request an appointment even though it was clear at this moment that what they were looking for was to fill out appointments with this form.
Most website visitors will not make an appointment without knowing how much it will cost them to go so it is best to have different forms for different purposes or have a form that changes dynamically depending on your choices just as Typeform forms do—seriously, give them a try!
Can You Tell Me?
I did not have to wait that long to get an answer to my initial inquiry. On the first our of three emails I received I was told that my teeth needed to be checked to find out how much it would cost.
When that’s 100% understandable it now took me two extra emails to find out that I had to pay $150—which is a special they have—for an initial visit to then see how much it would cost me to get my amalgams replaced.
Exactly.
I understand that with many businesses, including mine, checks or assessments sometimes need to be made prior providing an estimate or quote.
Just keep in mind that the more steps someone needs to take to get they information they need, the lower and harder-to-get the conversion from lead to paying customer will be.
Even though we are business owners we need to think from a shopper standpoint; we must create experiences that resonate with them, are easy to understand, and that provide the information as quickly as possible.
