A large percentage of your web visitors will only visit once. The important thing is to make that visit count, to make sure it won’t be the last one. This doesn’t mean converting a first-time visitor into a member in one go. Capturing who they are and inspiring them to come back are equally important objectives.
On the first visit, impressions need to be instant and impactful - show value, relevance and warmth. Importantly, get their email address if you can - a timed or tailored prompt can get up to 5% signing up.
Going forward, building up the sense of your membership USP and value is key. What does it mean to be a member? How will it improve their career prospects, energy levels and sense of connectedness?
We’ll go on to give you a few tips and approaches that we have seen work well for our clients:
Show, not tell
At Pixl8, we very much value reaching ‘hearts and minds’ and not reaching ‘minds and hearts’. Rational, tangible benefits can be beneficial but unless a visitor resonates with your organisation on an emotional level, it’s hard to generate a loyal member relationship.
To get this emotional connection right, optimising imagery, tone of voice and usability can go a long way.
Keep in touch
Once you’ve secured your visitors’ interest, it’s time to turn it into action. What is it that you want visitors to do? They might not be ready to commit to becoming a member, but they may well be interested in receiving a newsletter. If you can provide a glimpse of what your newsletter looks like or tease with upcoming copy, even better.
We recommend making it as easy as possible to engage and share contact details. Implement Calls to Action across your site, making sure your visitors always know what to do next.
Applying well-tested principles
You may be familiar with the AIDCA principle - it is a great checklist to ensure all the bases are covered.
- Attention: Your visitors have decided to follow a link to your website. You got their attention, now make it count!
- Interest: The average web user takes decisions within split seconds, so make sure your first impression is everything you want it to be.
- Desire: What’s the value in your membership? Make sure visitors understand why it is important and spark their desire to find out more.
- Conviction: Membership is usually at least a year of commitment, so ensure you illustrate a year’s worth of value.
- Action: What is it that you want your visitors to do? Always include a specific call to action on your web pages, to make it as easy as possible to engage. In an ideal world, you don’t want anyone leaving your website without telling you who they are.
Its effectiveness has stood the test of time and with shortening attention spans, its principles are very much applicable in the digital world. Consider how your website stacks up against these measures.
Make it happen
Creating effective calls to action and strategically placing them across your key pages is an important step to turn traffic into action. However, sometimes due to time pressure or resourcing challenges this might not be easily attainable.