We live in an age where giving and giving back has really become a big deal. As Dr. Robert Cialdini wrote in his book, “Influence, The Psychology Of Persuasion”, the rule of reciprocation says that we should try to repay, in kind, what another person has provided us. So, what does that mean for your website design?
First, you should be asking yourself what you want from your customers. Are you looking for contact information? Do you want them to buy something? The bigger the request you make from your site visitors, the bigger the “return gift” needs to be from you. Now, it’s not always of equal proportion. If your site visitors are already coming there to buy, you may only need to return peace of mind back to them in the form of a 30 day money back guarantee. However, if your site visitors are potential clients and you want to get their contact information, you need to make the gift pretty sweet AND relevant to what they are searching for.
Which brings me to the second part of the idea of giving back. What are your site visitors looking for? It’s hard to tell, in fact almost impossible to determine, what your site visitors are looking for UNLESS you develop a system of testing in regards to “free gifts”. Try different things and see what works. I’ve even seen some sites that have polls on them, although I’ve never filled one out, so again, test it and see if it works. After all, marketing IS a system of testing. Try a newsletter sign-up or several different articles or free reports they can download and see which one gets the most activity. Be creative. Be unstoppable. Create a website design that gives back.