A new user comes to your site - eager to have their problem solved by your business. They aren't 100% sold from your value proposition at the top of the page.
As they begin to move down the page:
Benefit 1 = YES
Benefit 2 = that would make my life so much easier!
They gain more excitement that YOUR business can solve their problem. What is this.... raving testimonials! People just like me who have the results I want...YES!
Stop it - another free add-on. They are salivating at your product and reaching for their wallet.
They arrive at the bottom of the page to the footer..... and leave the site.
"WHAT HAPPENED!" You scream as you view your luckyorange video.
I can tell you what happened. You did 99% of everything right...
accept....
Asking them to take action. Reintroducing a the call to action for a user to buy / contact / sign up / etc for your product.
One of the most valuable strategies I always propose to my clients are to make sure that there is a clear and concise call to action at the bottom of the page.
Just one line of copy and a button. That's it.
Take a look at these 2 wireframes.
The one on the left is the EXACT same layout (and same copy writing) but leaves the user hanging and not knowing exactly what they need to do next. As soon as this "I don't know what to do next" enters the user's mind they are more likely to leave - even if the product or service is perfect for them.
The one on the right introduces the Call to Action Section at the bottom of the page. This layout guides the user down the page and then gracefully prompts them to take action (or the next step).
It is 100% clear what the user needs to do next (both visually and by the location on the page)
Taking it to the next level
For an extra impact, implement your Call to Action Section at the bottom of every page.
Why?
Odds are your users are coming to a blog post, an interior page, or other pages rather then your main landing pages. To ensure all users know what to do, place the Call to Action Section right above your footer on all pages.
Never lose another conversion to users who don't know what to do next.