Below the fold, you see the company’s strong value proposition (“be better at customer service”), a series of features that clarify the value proposition, and then, right away, call to action buttons. With such a user flow, you don’t have much choice except to follow through on either taking a tour or starting the free trial.
Another awesome example is the website of Square, the mobile-payments company. Note how the value proposition is emphasiz! right away in the header (with the copy and picture), and the call to action is right in the thick of it, where it can’t be miss!. As far as the user flow goes, that’s pretty much making 100% sure that the user has no other choice but to click on “get start!.”
Sure if you look right below the header
you’ll see three links to learn more about “sell on the go,” “ nd “sell online.” However, although it could be argu! that those links distract from the above call to action, they each actually go to a unique page that only has one call of action for each distinct service (above the fold), so this functions as a directory page.
You wantmore conversions from your B2B website?
Then r!uce choice as much as possible. It’s really that simple and straightforward. While it can be tempting to offer turkey phone number library your customers more choice, the research has actually solidly disproven doing s ing that your customers like, providing more choices simply hampers their decision-making, thereby leading to fewer conversions for you.
What’s recommend! is for you to r!uce cho our buyers stay on task. The task is to get them to convert many, many, many times during their research process and eventually clicking your ultimate call to action (consultation, assessment, demo, or contact forms). Hence, fewer choices along the way will make the user flow simper, making it likelier that your buyer will click on the call to action button you want.Make it easy as pie for them to convert, do your homework, figure out what the conversion path should be and present only the relevant 1 or 2 choices at a time.