The art of flowww holds the secret to our success. It holds the secret to your success as well. Save this email for later reference.
You may have heard of the buyer’s journey? It’s a predictable process that everyone goes through when they are considering buying a product or service. There are 4 stages to the buyer’s journey. Learn how to apply the art of flowww to your website, and enjoy a unique competitive advantage over your peers.
The buyer’s journey, simplified:
- awareness (I’m cold)
- consideration (should I buy a sweater or a jacket)
- desire (I’m going to buy a sweater)
- action (purchases a sweater)
The art of flowww, simplified:
- an inline link (awareness: low- or no-risk click to another page)
- contextual navigation (consideration: table of contents, menu, side menu, footer, etc allows user to dig deeper into that collection of pages)
- a visual call-to-action (desire: typically a graphic with an indication that it leads to a download or tool that is of higher value or greater detail than clicking to another page)
- a button (action: Buy Now, Download, Let’s Talk)
Visitor Intent #
It’s important to understand the website visitor’s role in the decision-making process plays an important part.
For example, if you place a BUY NOW button in the pathway of a visitor seeking information (researcher), they’ll very likely leave your website with the negative impression that you were trying to “sell” them. That’s how you lose opportunities. A common real-world example of this is the contact Sales link at the bottom of a page or blog post – an instant deal killer.
Just as important is recognition that there are two primary types of website visitors:
- Researchers (often as much as 95% of your website visitors)
- Decision-makers (often less than 5% of your website visitors)
Much of the online world focuses on converting decision-makers because they are often the ones who decide to take the action to buy.
What the vast majority of website owners and their websites overlook, is that the other 95% of website visitors may not be buyers, but that they can be extremely influential in the buying process. In fact, the more content researchers see, the deeper into your website they click, and the more time they spend on your pages, directly translates to a much greater likelihood they will become your champion.
A champion on the inside. Think about it. That individual can become your strongest ally, your salesperson, your key to unlocking your success and theirs.
The art of flowww book addresses “where” links should be placed, and in which order, as well.
Our founder, Randy Milanovic, details the art of flowww in a book by the same name. It’s 64 pages of pure gold that achieved #7 on Amazon’s Best-seller List within a month of its release.
Get a paperback copy of the book now. It includes a bonus section outlining the 12 questions people ask, whether they know it or not. It’s a brain science primer on understanding how people make decisions that will change how you do content.