Here are the Don’ts:
- Don’t create demand for a cool, innovative product or service
- Don’t ask me (the visitor) to invite friends or colleagues
- Don’t ask for a visitor’s name and email address, especially if the visitor is a qualified, interested prospect
Wait, aren’t those the same as the do’s? Yes, except for the little details, which I’ll share at the end.
Here’s the story:
I was Googling some information on organization, specifically related to my work space. In the process I came across a site that promised to dramatically improve my note-taking ability. Yes, it was a little off topic, nonetheless, I was intrigued. I clicked on the link.
The site did everything right. It was nice-looking, the company seemed reputable and the product it touted seemed very promising. The site itself was very intriguing and had just enough information to make me want to believe.
I “nibbled” and took the online quiz. It was simple, unintrusive and effective. More intrigued than ever, I bit again at the end of the quiz and shared the link with a colleague. Finally, I took hook, line and sinker and gave them my email address for a chance to watch their free webinar.
So, they created demand and I bit, asked me to invite friends which I did, and asked for my email address which I gave them. The whole thing was a life science marketer’s dream—a perfect conversion! It was textbook…
except for a couple small details.
Here’s how the site turned do’s into don’ts:
- Don’t ask for a visitor’s name and email address, especially if the visitor is a qualified, interested prospect UNLESS you have also checked and validated your follow up email form (the email I got addressed me as “John Smith,” not my name).
- Don’t ask me to invite friends or colleagues IF you are going to send them to a broken link or a redirect (exactly what happened, I found out later from my friend).
- Don’t create demand for a cool, innovative product or service IF you aren’t paying attention to the details!
In each case, they did everything right, except for the last little details. Had things been different, I might be writing a blog post (and telling friends) as a true convert and fan—ultimately sending more qualified and intrigued visitors to their site. As it stands, I’m writing a blog post about them as an example of what not to do.
In conclusion, you’ve got to intrigue your visitors to get them interested and you certainly want to capture pertinent information from qualified visitors. But before you go live with you life science website, make sure all the little details are taken care of. If you don’t have an internal pre-launch protocol, then search google, create one and follow it. If the company in the story had just spent a little bit of time at the end of the process to ensure that everything was working, their results would be far better.
“The details are not the details. They make the design” (and the profits) —Charles Eames