The first paragraph of an article is a brief summary of its content. This article discusses the importance of guiding website visitors towards desired actions. It emphasizes the need for clear communication and strategic design to increase user engagement and achieve business goals. The article also introduces the concept of the Most Wanted Response (MWR), a term coined by Dr. Ken Evoy, which refers to the primary action a website owner wants a visitor to take.
Upon landing on your website, a visitor might wonder, "What's next?" Without guidance, they might aimlessly click around, read a few articles, or check out your 'About' page. After a few minutes, they might lose interest and move on. Is this the user journey you envisioned?
If you're running a business, you likely want visitors to take actions that align with your business goals. For instance, if you're selling low-cost items, you might want them to make a purchase. If you're offering high-priced items or services, you might want them to request more information. If you're running a membership-based service, you might want them to sign up. However, it's unlikely that visitors will take these actions without some guidance.
The first step in guiding your visitors is to identify your Most Wanted Response (MWR). This term, coined by Dr. Ken Evoy of Make Your Site Sell, refers to the primary action you want your visitors to take.
Let's say you want visitors to sign up for your membership-based service. You might also be selling products and encouraging visitors to subscribe to your newsletter, but your MWR is for them to sign up for membership.
If a visitor comes to your site specifically to sign up for membership, they'll likely do so unless something dissuades them. However, if they're just browsing or comparing options, you'll need to influence their decision.
As soon as a visitor lands on your site, impress them with a headline and copy that clearly communicates your membership offer and its benefits. Make it clear how membership can solve a problem or provide value.
Take them through every advantage of joining, using testimonials from satisfied members to build trust. Include these testimonials in your regular copy, as they're more likely to be read there than on a dedicated testimonials page.
Include a direct link to your Membership Form every few paragraphs to capitalize on the moment a visitor decides to join. Don't let them lose interest by providing more information than they need at that point.
When you've made all your points, close the sale. Ask them to join. You can subtly transfer ownership by referring to "your membership" instead of "a membership." For example, you could say, "Click here to activate your membership."
You can still include links to your "Less Wanted Responses," such as buying a product or subscribing to your newsletter. However, these should be less prominent than your MWR.
By designing your site this way, you're likely to see a significant increase in your MWR. The same principle applies if you're publishing an ezine or newsletter. Decide on your MWR and guide your subscribers towards it.
Dr. Ken Evoy is a well-known figure in the field of website optimization, and his concept of the Most Wanted Response (MWR) has been widely adopted. For more information on this topic, you can visit Make Your Site Sell, a resource Evoy created to help website owners increase their conversion rates.
The New Ergonomics: Good Health Through Inconvenience
You spend your day at a computer ... or ... desk. The ... item fills up the corner of the room, holds your ... ... scanner, filing basket and a year's worth of
Tips for Good Business Writing
You can ... ... to your ... success by ... your writing skills. If you're ... a ... ... you will be required to write a business ... It could be
The Feasibility Study and You: A Dynamic Duo
You have a great new business idea. You've asked your ... family for feedback and they gave you thumbs up ... asked your existing ... if they'd have use forsuch a product or s
