The Experience Matters
And is impacting your results
One of the biggest mistakes Marketing teams often make today is not stopping every once in a while and asking the question - Does this make sense?
Marketers need to do a better job understanding user experience and where people are in the buying journey. Let’s take a look at 2 experiences I had on sites recently as a first time visitor:
As a first time visitor before I even get to read the headline of the site:
I have 3 to 4 pop-ups appear on the sites
2 of which are asking for a demo (after 0 time on site)
On the 2nd example two of the CTA’s in the pop-ups are actually exactly the same
I can only imagine the impact this is having on bounce rates and time on site. So instead of hammering everyone to convert the second they hit your site:
Understand that not all traffic is the same! Understand the different types of visitors and build experiences for them (paid / organic / blog traffic / return visitors vs new, etc etc.). If I just clicked “Request a Demo” off of an ad then by all means take me to a page built around conversions. If I am a first time visitor off of a generic search - the experience should be built around product exploration, not aggressive CTA’s.
Look to add value and be a place people can explore and learn more about the product or problem you solve.
Go through your user experience regularly from site all the way through to sign-up (if it feels painful to you imagine how it feels to new users).
Marketer's don't set out to build an experience like this but it often happens over time when you aren't constantly monitoring the experience you are providing. So do yourself a favor this week, visit your site and ask yourself the question - Does this make sense?
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