Optimizing for Conversion (Part 2 of 5) – Call to Action

In our last post we covered the sales funnel. It’s time to learn how you can move visitors through the sales funnel with call-to-actions at each level. Let’s look at each step through the process and understand how the consumer moves from one phase to the next.

Category Awareness > Brand Awareness
This call-to-action is satisfied when a consumer notices your business listed in the search results.

Brand Awareness > Brand Consideration
When a searcher sees your listing and visits your site, he or she begins to consider your brands strengths and weaknesses. Using competitive differentiation, write great ads and meta content that matches the users’ search term and intentions.  For example, did they want a “pet friendly hotel in la” or a “downtown hotel in la”?

Brand Consideration > Brand Preference
Use your unique value proposition and ask them to learn more. Explain what makes you better than the competition and even list how the competition fails to meet your standards.

Brand Preference > Purchase Intent
The consumer prefers your hotel, has considered options, and knows enough to make a decision to book. At this point, you may ask them to buy now and book their stay. Make sure booking and specials are easy to navigate and inventory is available.

Purchase Intent > Purchase
Get them from learn more to buy now. Make sure product is available and the price is the same as advertised. Also, clearly disclose incentives, freebies and added values. A consumer can stay in this phase for one second or one year.

Purchase > Customer Retention
Get them from buy now to buy more. Is your site truthful and does it inform the consumer of all challenges in advance? Do you meet or exceed your purchaser’s expectations?

Customer Retention > Advocate
Repeat the process and exceed expectations over and over. These consumers will tell everyone they know how great their experience was and stick up for your company. Give consumers a reason to write a positive review. Let them expose you to the world.

How to Apply each Step in your Web Site Strategy

Below is a list of tools or variables used in Internet marketing and where they apply to the buying funnel.  Use this knowledge when mapping out a Web site sales strategy. It will help you understand how to influence a consumer with your Web site as they continue through the sales funnel.

Posted by admin
Categories: Tips for Hoteliers
Tags: Call to Action, Conversion, Sales Funnel, Strategy