Successful internet marketing is based upon having a sound knowledge of your customers
but many people are reluctant to provide personal information online. If you want to build cohesive web marketing initiatives you need to find ways to extract information such as demographics and lifestyle preferences. Here are some ways you can make providing this type of information more palatable to your target audience:
1. Keep conversion forms simple. Try to create forms with small numbers of fields to help to reduce the risk perceived when submitting personal data. Only add a telephone number to the form or make in compulsory if you follow up leads by phone. If you don't, by making it a required field you could be losing valuable prospects. Also weigh up what a customer is getting in return for the data provided. Users will make an assessment of how much information you require and the time it will take to complete the form versus the return. If you request too much detail your customers will back track.
2. Position important information above the fold. The call to action, headlines and forms should be placed up within the top portion of the webpage so users don't have to scroll down to see it. This increases the chances that it will be seen. Prioritise the different areas of the page so that users take the right action.
3. Keep your message plain and straightforward. People will only provide information if they are sure of what they're getting. Regardless of what you offer you need to be crystal clear about it before the customer fill out the form.
4. Think about the quality for SEO and PPC as well as the user experience. You will need to add keywords to the webpage to keep your quality score high.
At Click Consult we are experts in website marketing including SEO and PPC advertising.