How many of your customers land on your website only to browse around and leave without converting? Do your high-quality leads sometimes fail to act, even after spending time looking at all the great things you have to offer? Why is that?
We could cite plenty of possibilities, but one reason is that visitors think clicking that call to action button requires too great a commitment—a phenomenon known as “action paralysis.”
What is Action Paralysis?
Action paralysis occurs when a visitor chooses not to take an action on your site because he or she isn’t ready to make a total commitment.
For instance, if your call to action uses words like “buy,” “download,” “join,” or even “submit,” it can create a point-of-no-return mentality for the visitor.
If they click, they’re stuck. There’s no going back. So instead, they choose to think about it and come back later. And we all know how many of them actually do come back. (Not many.)
What Can You Do to Prevent It?
Action paralysis happens when you ask the visitor to take too big an initial leap. You can improve conversion rates and reduce or eliminate those customer concerns by breaking that leap down into smaller steps, known as micro-conversions.
Let’s say you want website visitors to sign up for a monthly HVAC service plan. Committing to an extra payment each month might be a big step right off the bat, so you need to break it down a bit.
Your initial landing page call to action might say “Get your Free Assessment Now” with a secondary CTA offering the option to “Learn More.” Additional steps might answer common questions, display various service plan options, and ask visitors to register for free information.
Micro-conversions serve to improve conversion rates by breaking down barriers to conversion, addressing customer concerns in a series of small, non-threatening steps. Every time the visitor clicks, he becomes more committed to the process, making the final conversion goal more likely.
When you fail to look at your call to action from the customers’ point of view, you sent them up for action paralysis. You can improve conversion rates overall by softening high-commitment calls to action (Buy Now! Register Now! Download Now!) with a less-demanding secondary call to action. Walk visitors through a series of lower-commitment steps, address their concerns, build trust, and earn the right to be heard.