By Betsy Kent
Did you know? The average American’s attention span has plummeted down to 8 seconds. That’s a steep decrease from only twenty years ago when the average was twelve seconds, this according to a recent study from Microsoft.
If you’re a business owner or marketer, this is not good news. It’s hard enough to stand out above the noise and actually get people to go to your site, but once they’re there, you have to get website visitors to stay long enough to create interest that will lead to engagement that will lead to contact or a sale.
Here’s the good news:
8 seconds is enough to make an emotional connection and turn interest (land on your website) to engagement (stay on your website and want to learn more). If you do a few things right.
I have a ton of experience in this area and have picked up a few tricks along the way. Here are my top three (proven) tips that get website visitors to stay:
3 (Proven) Tips That Get Website Visitors To Stay
Tip #1: Get Totally Clear About Your Ideal Customers
Here’s the unfortunate truth: Your website visitors have only one question in their minds when they land on a website, and that is: “What’s in it for me?”
It may be hard to hear, but your ideal customers don’t care a hoot about what you or your company does. They care about what you can do for them. And they will grant you just a few seconds to tell them. If your site can’t accomplish it, they’re gone.
So, the first thing you have to do is get totally clear about your ideal customers on a very deep level. By deep, I mean going way beyond demographics to include lifestyle and psychographic characteristics.
To get website visitors to stay you have to think and feel exactly the way your ideal customers do when they are searching for what you offer. In fact, I have my clients put up photos of their ideal customers around their offices, so they never forget who they’re having a conversation within their marketing.
Once you’ve built your ideal customer prototypes, then go on to Tip #2.
Tip #2: Use Your Ideal Customers’ Words As Your Website Copy
Global companies spend millions of dollars every year to uncover the Voice Of Customer for their brands. They know that studies have proven that when people read (or hear) their own “voice” in marketing copy, they sense that company “gets” them.
But small business owners and marketers like you don’t have to spend millions to discover the Voice Of Customer of your business. You can uncover it by employing role-play, customer interviews, surveys, and review mining.
Here’s a great example of the impact of Voice of Customer:
A business in New Jersey was disappointed in the low conversion rates of their website. In an effort to get website visitors to stay and make appointments, the company hired numerous copywriters and website designers over the years. But the best brand promise – they could …read more
Read more here:: B2CMarketingInsider