Why Front-Loaded Conversion Can Kill Your Bottom Line.

What is I asked you to share this article, right now?

To comment on it. To recommend it to friends.

You’d tell me to take a hike!

I haven’t told you what the article is about. I haven’t gave you any reason to actually do what I said. There’s nothing in it for you.

I haven’t made the case.

In other words, it’s a dumb idea. But anyone working on hitting some KPI in conversion-marketing is usually advised to do it anyway.

I’m talking about…

Call To Actions — And How We’re Asked To Use Them.

A common recommendation for call to actions is to make sure they’re above the fold, so the user doesn’t have to scroll.

Better yet… have more than one.

Have TONS of buttons EVERYWHERE, that way they can’t miss them.

Hell, if you do that, they might even click one by ACCIDENT, and wouldn’t that be fantastic?

As you can guess, this is not the greatest idea.

I’m not saying all of that can’t increase conversion…

Nor is it a bad idea in ALL scenarios…

But when advice like this gets plastered everywhere, it makes me think that we’re putting the cart before the horse.

We’re Asking For The Sale Before Telling Them Why They Should Do It.

Scenario A:

You’re enjoying yourself in a mall on a cool fall day.

You pass by an ice cream shop.

Why not? You go in, get yourself a scoop of refreshing lemon sorbet.

Scenario B:

It’s the blistering height of summer, where people standing outside are practically melting. So are you.

You stumble into the mall and haven’t had anything to drink for hours.

You pass by an ice cream shop and your eyes light up. You get a scoop of that same lemon sorbet.

In which scenario would that first bite of sorbet be the most memorable? In which would taste the best?

The answer is obvious.

The underlying reason one has bigger impact than the other…

Desire.

It’s the same with any kind of product, service, or campaign we push.

Marketing is all about BUILDING DESIRE in people.

Not making them click a button.

The button is just a step required to get to what they really want, what you’ve MADE them want.

Someone who has an incredible desire for that refreshing sorbet is going to remember it. Is going to go the extra mile to enjoy it. Is going to remember that store, that ice cream stop.

It’s The Same With ANY Product.

When you get someone to commit an action without building desire in them — they have no investment in the follow through.

Make sure what you’re tracking is not a vanity metric.

Someone opting in to an email list might do it because it’s easy on a short landing page, because that CTA is above the fold…

But will they actually read the free eBook they get sent? Or just forget about it?

Compare that to a page that carefully explains how the eBook they’re getting sent will change their life.

How it’ll teach them how to hit the goals they want to accomplish. How it’s written by an unmatched expert. How many famous entrepreneurs have vouched for it. How it’s just incredibly amazing and here’s why you NEED it.

Which do you think is going people more invested in reading the book?

Consider Putting Your CTA At The Bottom.

Yeah, you might be trading some conversions up front for that desire.

That first number might be a little lower than otherwise.

But you know what?

The people who DO end up hitting that CTA have actually read through WHY they should care.

If you’ve done your job properly, they’ll actually WANT what you’re offering.

That means…

  • They’ll jump through more hoops to get to it.
  • They’ll pay more for it.
  • And they’re more likely to stick around in the long term.

And that’s a good thing, because…

The Value Of A Customer Doesn’t End At The “Buy” Button.

Rather, for most products and services, the REAL value is through recurring revenue.

Because generally the initial investment to acquire a customer is high…

But to get an existing customer to come back?

That’s far easier.

And it’s easier still when they have an active desire for your product. When they use it and love it.

So getting a head-start up front pay dividends down the line.

And let’s keep in mind…

Most CTAs Aren’t A Sale.

Rather, they’re someone trying to boost the clickthrough rate on an email.

An opt-in form on a splash page.

A survey.

Basically, they are RARELY the last step in the process. They are usually near the beginning.

Which means it’s critical to build that desire in your prospects BEFORE you get them to take action.

Getting clickthroughs is nice. But we need to look PAST the surface metrics at what really counts — lifetime customer value or engagement.

Sell First. Click Later.

Putting a CTA up-top, especially a paid CTA, can often result in someone clicking it… then clicking off.

Not following through because they aren’t SOLD.

Excepting rare cases…

By putting your CTA on the bottom of your selling argument, you’ll find the conversion difference is almost negligible. More than that…

You might find the actual bottom line conversion, the ones that matter, increase significantly.

It’s happened more than a few times to me.

Let’s stop targeting the vanity metrics — and start optimizing campaigns for what really matters.

Getting people to WANT — and delivering on that promise.

Read this far? A favor, if you would…

Whether you agree with what you’ve just read, or just want to explain to me how utterly WRONG I am…

Comments, claps, and shares make my day.

This is the totally shameless tip jar on the counter… and my end of article call-to-action (because I try to practice what I preach).