When a visitor stops engaging with your site, they’ve hit a dead end. This could occur after they’ve finished requesting a quote, registering for an event, or reading this blog post. The visitor got what they came for, so they close their browser, they leave your website, and the connection between you and your customer ends.

But it doesn’t have to.

In fact, more and more we’re seeing that with each of these dead ends, there’s almost always a unique opportunity to continue the customer journey.

What if, after your customer requests a quote, they are asked if they would like to join your mailing list? After joining your mailing list, what if they are asked if they would like to register for an upcoming event? And after they register for an event, what if they are presented with an engaging, relevant blog post?

Great websites do an excellent job of getting people to take meaningful actions in areas that may seem like dead ends.

Facebook invites people who’ve logged out to download their mobile application.

After purchasing a product on EBay, you’re asked to review the person who sold it to you.

And on a recent project we did for Slurpee Canada, after you sign up to receive a FREE SLURPEE COUPON, we ask you to join in on the conversation on Facebook.

Take a look at your website user flow, or see where your visitors are dropping out using your web analytics tools, and make a good list of all the potential dead ends. See if there are any opportunities for you to keep them engaged, and continue their journey. How far can you take them?

With that said, I’m not going to leave you with a dead end. How about talking to us about your marketing?

Author Josh Bluman

More posts by Josh Bluman

Join the discussion 2 Comments

  • DSI Canada says:

    Interesting. Users from our site drops out from our homepage. I’ve wanted to put up one of those scripts that asked if they really want to join or ask them to join our mailing list before closing but I hesitated because those kinds of things annoys me. If I get annoyed by them then I very sure that other people are too.

  • Josh says:

    Great point, and I agree with you. Those scripts are often annoying and I would not use one. They interrupt your visitors when they are simply trying to leave your site, which can create a negative perception of your company.

    However, interrupting visitors is different than providing the opportunity for them to continue their journey (avoiding a dead end). Continuing their journey involves offering added value at strategic points on your website, which can actually enhance the perception of your company. So what I would do is look for other areas on your site where you can ask people to join your mailing. At what point would visitors be most interested in requesting more information about your company? Perhaps they’re interested when browsing products pages, where you could place a sign up form that asks visitors if they would like to stay updated with news & product updates. But certainly not when they’re trying to leave your site.

Leave a Reply

Hot Tomali Communications
East Pender Street
Vancouver, BC V5L 1V7

P: (604) 893-8347
E: info@hottomali.com