Businessman and woman drawing cogwheels on paper note
Digital dead ends are conversion killers. They act as obstacles, making it more difficult for your customers to end up where they (and you) would like them to be – clicking the button. Whether you’re measuring by number of downloads, email newsletter sign-ups, or units sold, eradicating the dead ends in your brand’s digital universe is a major key in optimizing conversion rates.
Matt Walsh, founder and experience director for Green Stone, defines a dead end as “any touch point that doesn’t intelligently encourage a consumer’s journey down the funnel through personalization and/or immediate engagement opportunities.”
Audit Your Marketing Universe
Finding and fixing the dead ends is pretty straightforward, but it is a time-consuming process. First, you’ll have to get an idea of the landscape you have control over. Start by putting together a list of every place you publish content to – your website, blog, and all social media accounts.
Then, pick a channel and start clicking as if you were an outsider – a customer or someone unfamiliar with your brand. When you move from a Facebook link to your website, what is that first landing page on your site like? Is it clear what service or product you offer, either from the content, a title heading, or sidebar explanation? When a visitor is done reading or viewing the content on the page, are there clear calls to action helping them to decide where to move next? purchase.
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