HomeBlog Is it Time to Change the Definition of “Attract” for Web Conversion Optimization?

Is it Time to Change the Definition of “Attract” for Web Conversion Optimization?

May 20, 2016 | By Barbie Mattie

  • Typically, the definition of “attract” for Web conversion optimization is used to describe how to get visitors to your Web site though various inbound and outbound strategies
  • That definition doesn’t account for the eight components you need on your Web site in order to be attractive to buyers
  • Changing the definition to include how best to capture the visitor’s attention once they get to your site ensures a seamless transition to visitor’s engaging with your site

Webster’s Dictionary has three simple definitions for the word “attract.” The first is to cause someone to choose to do or be involved in something. The second is to cause someone to like or be interested in something. The third is to cause someone or something to go to or move to or toward a place. For years, b-to-b marketers have used the third definition in the context of Web conversion optimization (WCO) for various inbound (e.g. events, social media, SEO, online advertising) and outbound (e.g. email, telequalification) tactics that attract visitors to Web sites.

While it is absolutely true that inbound and outbound strategies are designed to attract visitors to your Web site, this narrow definition ignores the other meanings. It’s time to change the definition of “attract” as it pertains to WCO to encompass visitors becoming interested in and involved in your Web site. Let’s face it, if visitors aren’t involved or interested in your Web site, then all the time and effort spent planning and executing the multi-channel tactics will be for naught.

Augmenting the definition of “attract” allows you to separate the strategies that get visitors to the site from the strategies that make the site attractive to visitors. Failing to account for and delineate those strategies can cause complications, one of which involves measurement. If you can’t determine if it was the site or the multi-channel tactic that got the visitor and caused the desired action, the allocation of scarce marketing resources to remedy conversion challenges becomes more complicated.

By reframing this definition, organizations can shift their focus to include the Web site’s level of preparedness to receive visitors from multi-channel tactics. To receive these visitors and be attractive to buyers, the Web site must have the following eight components throughout:

  1. Brand consistency, through the consistent use of your company logo, tagline, product/service brand logo(s), tone and mnemonic (if applicable)
  2. Messaging consistency throughout the tone, value proposition, mission statement, messaging components and thought leadership themes
  3. Device optimization for desktop and mobile devices
  4. Technology integration across all existing platforms and tools
  5. User interface/user experience through the user interface, site architecture and navigation
  6. Up-to-date, relevant content identified through metadata, content tagging and alignment to the buyer's journey
  7. Iterative testing of Web/landing pages, calls to action, messaging, keywords, onsite promotions, navigation, forms and links
  8. Targeting through personas (audience segment) and/or personalization (individual)

The new and improved definition of “attract” emphasizes getting visitors to like and be interested in your Web site, which facilitates their initial attraction. It’s immediately after that initial attraction that visitors start to engage with your Web site. After the amount of time and effort put toward crafting the multi-channel strategies to get visitors to your Web sites, don’t you want that transition from attract to engage to be as seamless as possible?

Learn more about the SiriusDecisions Web Conversion Optimization Framework and Assessment Process by joining the session “Web Site Optimization: One Size Does Not Fit All” at SiriusDecisions Summit!

Barbie Mattie

Barbie Mattie is Senior Research Director of Emerging Growth Strategies, at SiriusDecisions. She is a sales and marketing professional with more than 20 years of experience in all facets of b-to-b and b-to-c, including market analysis, sales strategy, global go-to-market strategy, full lifecycle campaign development, execution and measurement. Follow Barbie on Twitter @BarbaraWMattie.

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