Votre stratégie de référencement fonctionne bien : vous obtenez sur votre site un flux constant de visiteurs entrants. Beau travail! Maintenant, votre prochain objectif est de convertir ce trafic en ventes.
Pour ce faire, vous devez d’abord trouver une façon de retenir vos visiteurs et d’éviter qu’ils repartent sans avoir vu l’essentiel de votre site. Voici quelques astuces qui vous aideront à les diriger vers les pages importantes de votre site.
LES APPELS À L’ACTION (CALLS-TO-ACTION)
L’appel à l’action est l’astuce la plus efficace pour emmener votre prospect là où vous le voulez. Créé principalement sous forme de bouton, de bandeau ou d’hyperlien, l’appel à l’action doit attirer l’attention et inciter au clic.
Peu importe d’où il provient et sur quelle page de votre site il atterrit initialement, le visiteur devrait se voir proposer directement un ou plusieurs choix de navigation sous forme d’appels à l’action contenant une formule incitative, par exemple :
- Découvrez nos services
- Parlez à l’un de nos représentants
- Téléchargez notre guide pratique
- Abonnez-vous à notre infolettre
- Demandez une soumission
- énoncer clairement votre offre (un document à télécharger, un abonnement, une réservation à faire, etc.);
- se démarquer du reste de la page (par la couleur, la police de caractère, l’aspect général, etc.);
- comprendre un verbe d’action (comme dans les exemples cités ci-dessus);
- être positionnés à un endroit hautement visible.
LES HYPERLIENS INTERNES
Bien que moins accrocheurs, les liens hypertextes servent aussi à diriger votre trafic vers les pages importantes de votre site. Dans vos pages produits, proposez par exemple des articles complémentaires à votre contenu. Dans votre blogue, insérez des liens cliquables directement dans le texte ou dans des encadrés. Si l’un de vos blogueurs vante les mérites d’un produit, incitez le visiteur à en apprendre davantage dans une page dédiée ou à profiter d’une promotion.
MONTREZ-LEUR LE CHEMIN
Le plus important pour que vos appels à l’action et hyperliens soient efficaces, c’est de vous demander quel est le but premier de votre site web. Présenter un service? Vendre un produit? Proposer un abonnement? Créez vos boutons, encadrés et bandeaux en fonction de ce que vous souhaitez obtenir de vos visiteurs. Générer un bon trafic est déjà difficile, ne le laissez pas filer sans le convertir!
Besoin d’aide pour maximiser vos taux de conversion? Faites appel à notre équipe!
Besoin d’aide pour maximiser vos taux de conversion? Faites appel à notre équipe!
Ce texte a originalement été publié dans l’infolettre de l’agence de communication Bang Marketing.
Stéphanie Kennan est présidente de Bang Marketing, une agence de branding et de marketing Web située à Montréal. Elle travaille auprès des PME québécoises depuis 1998 et se spécialise en marketing B2B. Vous pouvez la joindre via LinkedIn.
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