The flow, in this case, is the free and easy path a user takes on your website to do something: make a purchase, sign up, download, subscribe, or whatever. A user arriving via a direct link either entering your URL into their browser or clicking on a bookmark is usually after whatever it is you’re selling. To get the conversion down the line, your goal and their goal must intersect, so your objective at this point should be to wipe out any hesitation they may have about you and your brand.
- Also known as the user journey, the flow must reflect their needs and their preferred route. Not yours. You have to put yourself in their shoes.
- We live in a multi-channel marketing ecosphere. There’s analog (the real world: billboards, flyers, radio and television spots, direct mail) and digital (everything online: organic search, PPC, social media, email).
- You have goals. And so do your visitors. Sometimes they align perfectly, and sometimes you need to find the common ground between them. The trick is to not let your objective take precedence over theirs.
“Your job is to get the right product in front of the right people at the right time. That product may be a physical object, or a service, or a lead magnet like an infographic, ebook, white paper, or email newsletter. Doesn’t matter.”