Think about it for just a second… Why do you think you should avoid back to top buttons? To give you a clue, this question is aimed at website developers, marketers, content writers, basically those who create website pages and posts.
Okay, for those who haven’t already guessed where this is heading. Let us start at the beginning. There you are, after hours of finger aching work, you have finally crafted a perfect website page or post. You have added some calls to action or at least some kind of plugging of something else which will encourage readers to click to see another digital product.
Importantly, due to the very nature of how content has to guide someone to take action (or think a certain way) you can be sure that on a standard page structure the reader will scroll further down the page the more they read about the subject matter.
So WHY oh WHY would you want to add the perfect ‘ESCAPE’ or ‘EJECT’ button, so that, in one easy click, the reader can disappear back up the page and away from what you are leading them to psychologically.
Any salesmen worth their salt will tell you that if you are selling something, you need to take people on a journey they want to go on. You have to make them fill their mind with the reasons they will want to buy the product. With this principle in mind, can you imagine if just at the point you are getting a sale you say, ‘Sorry, it is home time, can you come back next week I am on holiday from tomorrow onwards’. Do you think that would stop any sales momentum?
Stop following the crowd…
Dare to challenge and think differently online…
Cn is passionate about pushing the boundaries of what digital products can do. So many websites are all the same. Do a search for marketing companies and just watch how many come up with the same page layout / structure. Yes, of course search engine algorithms like page content shown a certain way but there are ways you can compensate and be different to the competition.
You can start by stopping using those back to top buttons! Unless you have cleverly crafted your call to action to be at the top of the page (see and click on the header image at the start of this post) again, use common sense at all times, and make sure you know what each part of a page is doing. Remember marketing content basics should follow the golden rule of: Purpose Purpose Purpose!
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