In today’s always-on hyper-competitive consumer markets, knowing how consumers are interacting with your brand is important. The customer journey may take a few days but within that time frame, one may interact with different platforms with the most common being your business website.
To educate businesses on different touch points, we conducted research and studied different brands and their websites. In this blog post, we would like to share this research and hopefully, this will help you rethink how consumers interact with your website. Continue reading to learn how brands like Adobe, Cognizant, and Philips simplify the use of touch-points on their website.
(Source – Adobe)
When a visitor lands on your website, it is important for her to gain an understanding of how to start exploring. On the first fold of the web-page, consider using visual content to give an overview of the service or product you offer. It is wise to give a secondary option to enable a website visitor to dig deeper.
(Source – GQ)
You can ask website visitors to sign up for email newsletters in a variety of ways. One of the most effective ways is to request the visitor via newsletter subscription bar.
(Source – Cognizant)
Their main purpose is to let users fill forms without having to move around on the website. Make compact forms that are easy to understand.
(Source – HubSpot)
A free demo can show prospects how the product works. A guided demo can help them understand the basics of your product or enable them share the use case.
(Source – Philips Healthcare)
You can choose to place testimonials on different web pages such as homepage, product/service page, testimonials, portfolio, contact us, etc. You can also include reviews of your product or services left by a consumer on other websites to gain more credibility
(Source – Entrepreneur)
A short bio with an image and a link to a landing page can help you create a distinct profile. If you plan on investing time and money to establish your presence on a third-party website, then focus on bringing value through content as well. Furthermore, you can use big data and content marketing to reach the right customer.
(Source – HubSpot)
If a sales representative isn’t available, leave a submission form or consider deploying a chatbot that can answer commonly asked questions.
(Source – Content Marketing Institute)
Useful comments can help drive more traffic to your website. It is a section where readers can get to know more about the topic. Furthermore, it adds dynamic content to the blog post.
(Source – Zendesk Relate)
Adding a social media sharing widget is a great way to enable readers share your market assets. Also, the style and color of the icons should match your brand.
(Source – Zendesk)
Pop-ups with a light and functional design that are timed well enhance the user experience. After analyzing the behavior of a website visitor, you can modify the time after which the popup appears.
(Source – PwC)
Depending on the funnel stage a market asset belongs to, consider placing a relevant call-to-action text along with it. Keep it short and to the point which requires minimum effort to read. The above example shows a unique design and few things that stand out are – color scheme & short CTA text.
(Source – McKinsey & Company)
(Source – Adobe)
Frame questions that your audience will answer without spending too much time. In the above example, the form is not shown upfront. Instead, a message is displayed asking if the visitor would like to complete a short survey. A click on “Yes, later” will open a separate window which the reader can come back to at a later stage.
(Source – Adobe)
Many brands have configured a “Call Me” popup on their websites. While this approach can help you gather data and initiate a conversation with a prospect, a more effective approach is giving something of value, such as ebook, free demo, etc., and then asking permission to call.
(Source – Sprint)
Offer referral discounts as they are quite a trusted form of advertising. Email intelligence can help segregate customers who will respond to such opportunities. Add value with referral discounts for your customers.
(Source – UPS)
Most websites have a search bar and for a good reason. In a world, where consumers are hungry for experience, search bars should be made to bring convenience. In the example shown above, the search is being conducted using two different filters. The first one searches for a specific string and the second one enables one to choose a specific category.
(Source – McKesson)
Use animations to make your design interactive and encourage users to explore the website further. Website design practices like hover effects can give life to menus and allow pop-up texts to stand out. The above screenshot shows the selected tab making it easier for a visitor to navigate.
(Source – World Economic Forum)
Internal linking has two benefits – enable a website visitor to explore the topic and improve ranking in search results. Ideally, you should keep the funnel in mind and provide links accordingly leading the website visitor to the final purchase decision stage.
(Source – Open Source)
Most brands have a single column layout to show blog posts. To make most of the free space left on the sides, you can use it to show call-to-action text. OpenSource.com, an initiative from RedHat, use side CTA to improve the number of subscribers. Alternatively, you can use it to show information on your product or services.
We live in a world, where people have access to different platforms and their experience may vary. The platform which is completely under your control is your own website. With touch-points such as call-to-action text, newsletter subscription bar, author bio, etc., you can push the visitor down the funnel, one phase at a time.
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