Digital Advertising, Agency Guides, Design, Website Getting someone to click on an ad is easy. Getting them to do something on your website is hard.
Getting people to click on an ad isn’t exactly rocket surgery. Flashy colors, a clever headline, and maybe a puppy? Bam! Clicks for days. But here’s the thing: getting someone to click is just the beginning. The real challenge begins when they get to your website.
The Click: A Tale of Instant Gratification
People click an ad because they’re curious, bored, or because your ad promised something. When they land on your website, they expect you to deliver on that promise—and quickly. If your site doesn’t immediately scream, “Here’s exactly what you’re looking for!” they’re gone.
The Website: Where Dreams Go to Die
Your website is where all your hopes for conversions live or die. IImagine your website is a grocery store. The ad promised a sale on avocados, but when the customer walks in, they’re greeted by a clown juggling pineapples. Entertaining? Sure. Helpful? Not so much.
Your website needs to match the promise of your ad, both in tone and content. If you promised “50% off cozy sweaters,” your visitors better not end up on a page about wool manufacturing. Keep it simple, direct, and focused. No clowning around.
Why Visitors Behave Like Confused Goldfish
Visitors decide within seconds whether your site is worth sticking around for. If they’re confused, overwhelmed, or bombarded with pop-ups, they’re outta there.
Here are some common pitfalls:
- Slow Load Times: If your site takes longer than three seconds to load, your visitor is already hitting the back button. Speed is everything.
- Missing Promise: If your ad’s promise isn’t on the page you sent them to, they’re gone.
- Too Much Text: Nobody wants to read an essay just to find the “Buy Now” button. Keep it short and sweet.
The Secret Sauce: Conversion-Focused Design
How do you turn a click into a conversion? It’s all about making the path from the ad to the action you want as smooth as possible.
Here are some tips for a killer user experience:
- Clear Call-to-Actions: Don’t make them guess. Use bold, obvious CTAs like “Shop Now,” “Sign Up,” or “Download Free Guide.”
- Match Your Message: If your ad promises a free trial, don’t bury the sign-up form under a mountain of unrelated info.
- Mobile Optimization: Most people browse on their phones. If your site isn’t mobile-optimized, you’re losing.
- Simplify Forms: Asking for their life story on a contact form is a sure way to scare people off. Stick to the basics.
- Test, Test, Test: Try different layouts, headlines, and button colors. Small tweaks can make a big difference.
Now go get those conversions, friend!
