In the hunt for ROI today we came across an example of a missed opportunity to capture that elusive ROI …
You know you have someone’s attention when they actually fill out a form and hit the submit button. Don’t lose that attention. We all know that after hitting submit the visitor will sit there and watch the screen to see if some encouraging words come up to confirm that they didn’t waist their time. If your system is not fast enough, they actually hit the submit button several times, hoping they might have just missed the button the first time.
Use the result screen to provide the next call to actions you want them to follow. Make sure you say thank you, but don’t let that golden opportunity slip by to get them to do something else. If your system is capable, insert a splash page between the submit and results page. If your system is really good, you will provide contextual call to actions based on the information you may already have collected on this visitor.
One of the most frustrating experiences for a web marketer (Internet Marketing) is to see a missed opportunity. I don’t know how many times I’ve seen the result page of a contact us form call the default page of some form mail script. The branding is gone, the navigation is gone, and your visitor’s attention is gone, left sitting there wondering if they are at a site that is really run by professionals.
As I tell all my clients, manage the experience, exploit the visit, and build another relationship. (in that order)