{"id":84245,"date":"2017-09-01T15:21:35","date_gmt":"2017-09-01T22:21:35","guid":{"rendered":"http:\/\/thegood.com\/?post_type=insights&p=84245"},"modified":"2021-04-13T21:05:49","modified_gmt":"2021-04-14T04:05:49","slug":"user-goals","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/user-goals\/","title":{"rendered":"How to Make Your Marketing Support User Goals and Boost Conversions"},"content":{"rendered":"\n

Acting as if online selling takes continuous marketing is a primary mistake ecommerce managers tend to make. Website user goals aren\u2019t any different than offline customer goals.<\/p>\n\n\n\n

For instance, let\u2019s say you walk into a local deli to get a roast beef sandwich. You\u2019re on your lunch break, and you\u2019re starved.<\/p>\n\n\n\n

You want a sandwich.<\/p>\n\n\n\n

The clerk says, \u201cCome on in, we have the best food in town.\u201d<\/p>\n\n\n\n

\u201cGreat, I\u2019ll take a roast beef sandwich on whole grain bread.\u201d<\/p>\n\n\n\n

\u201cWe use nothing but the best meat too. It\u2019s grass-fed Angus.\u201d<\/p>\n\n\n\n

\u201cWonderful, could I get a sandwich?\u201d<\/p>\n\n\n\n

\u201cWe source our Vidalia onions straight from Georgia, and the mustard is organic\u2026\u201d<\/p>\n\n\n\n

How long would you hang around at the counter, trying to place an order, if the clerk wouldn\u2019t shut up and start getting your meal prepared?<\/p>\n\n\n\n

The same thing happens online.<\/p>\n\n\n\n

Many of your visitors are anxious to find what they\u2019re looking for, get the order placed, and get on with life. Your job is to help them do that and stay out of the way.<\/p>\n\n\n\n

The easier you can make the journey from \u2018just shopping\u2019 to \u2018ready to buy,\u2019 the more sales you\u2019ll make online. Conversion rate optimization (CRO) is concerned with helping those visitors take the next step towards buying.<\/p>\n\n\n\nThe easier you make the journey from \u2018just shopping\u2019 to \u2018ready to buy,\u2019 the more sales you\u2019ll make. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n

Let\u2019s look at best-practice tips on how to do that.<\/p>\n\n\n\n

\"user
Jimmy Johns built a business on being \u201cfreaky fast.\u201d They put the fast back in food. Source: Jimmy Johns<\/a><\/figcaption><\/figure><\/div>\n\n\n\n

Don\u2019t Forget the Difference Between Marketing and Sales<\/h2>\n\n\n\n

Even though you\u2019ll often see \u2018Sales and Marketing\u2019 as the department identifier, marketing comes first on the customer journey.<\/p>\n\n\n\n

Here\u2019s a simple way to view the two: Marketing attracts prospects to the offer, then sales helps those potential buyers take ownership and become paying customers.<\/p>\n\n\n\n

Problems occur when the transition from marketing to sales is confusing or obstructive. Conversion rate optimization is grease for the wheels of ecommerce. It enables the marketing to sales movement and makes it more efficient.<\/p>\n\n\n\n

We\u2019ve sometimes said that marketing has won once a prospect lands on your website. That doesn\u2019t mean the marketing job is over, though. There\u2019s still support work to accomplish, but it\u2019s critical that those marketing tasks are performed in the right place at the right time.<\/p>\n\n\n\n

Website user goals must take primary position. When you help people get what they want, they\u2019ll keep coming back for more.<\/p>\n\n\n\nWhen you help people get what they want, they\u2019ll keep coming back for more. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n

Let\u2019s look at the primary places where marketing best supports user goals \u2013 thereby helping boost the conversion rate and increase sales<\/a>.<\/p>\n\n\n\n

7 Places Where Marketing Supports User Goals<\/h2>\n\n\n\n

There are few things as annoying as pop-up forms that prevent you from reading an article or performing a task online \u2013 without first attending to the pop-up.<\/p>\n\n\n\n

A close second may be photobombers. You know, those hilarious individuals who get their kicks from finding someone attempting to get a special photo, then inserting themselves into the background in an attempt to spoil the shot.<\/p>\n\n\n\n

Both are prime examples of out-of-control marketing. The first attempts to force you to make a hasty decision, and the second can\u2019t quite get over not being the perpetual center of everyone\u2019s attention.<\/p>\n\n\n\n

First, watch this brief clip. It illustrates the concept beautifully: Your Site as a Store<\/a>.<\/p>\n\n\n\n

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A video posted by The Good (@thegoodgroup)<\/a> on