Interactive website: A Hub for conversion strategy

Author: Animish Raje

Designation:

Business Manager – Lifesciences

Every business organization needs to have a website

This is the undeniable truth because everyone with any internet sense will surf to discover something about it, especially when they are thinking to spend money on it. Unfortunately, most websites are excruciatingly bad at their basic function:

  1. Creating Awareness
  2. Persuading people to buy

Even if, we say your product website is a fortunate anomaly, it is of no use if no one visits it or people who visit it don’t like it.

The expansion of the internet over the few decades especially on ‘Interactive Digital Medium’ have made a tremendous impact on ‘what’ and ‘how’ our capabilities are showcased.

But an enormous gap still exists

The biggest reason for this is that until now no one has showcased an enlightened capability of tracking analytics and designs with insights of the actual website usage data.

“Good Design helps sell better” – Laura Klein

“A good first impression isn’t just about design but how fast that design loads” – Tommy Walker

The website design created should perform in a way it is built to perform. This hub should create the top of conversion funnel attracting the maximum amount of traffic & glue them to its versatility. The combination of design and functionality is more like a ‘legendary wish’. But the secret ingredient of having a successful website is its ‘interactivity’.

Let’s take a simple example, two little girls selling lemonade next to each other. One attracts more customers than the other irrespective of having the same ingredients. The only reason, one attracts more customers is interactivity with the customers. This can be in terms of suggestions, offers, displays etc. The whole scenario is about creating the perfect environment and products to make your customers interested and alas comfortable.

The trick is use of subtle interactions

For this, we can take examples like klickhealth, digifacets, blacknegative, 360i, code and theory etc. They explain the experience of doing the right stuff which engages the user while they are traveling in the journey of information on the website. Once, the user interacts with the website (in a desirable way), we get an opportunity to collect data about our potential customer. This data can be used to make strategic business decisions that affect our buyer’s journey.

Creating the Right Infection Point

The interactive infection point is a trigger moment. The user stays connected with the website content and information from this point. For taking this experience beyond, the creation of engaging content i.e. diagrams, cartoons, humor, thought leadership etc. are not only the existing avenues. Live chat connects or chat bots can be other. Since, we are in a world where ‘Social Media Stories’ is the to go thing, videos on the website can have rich images and text to attract customers to Call to action (CTA) button. And of course, the relationship begins when you interact, communicate the truth on user’s favorite subjects. A comment section will do the trick. Finally, the navigation of your website must be extremely easy. As rightly said by Mr. David Ogilvy,

“Consumer isn’t a moron, she is your wife”

We need to realize that treating them the right way is the only key to success. Thus, websites are the backbone of our business and customers are the one who fuels it

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