There has been a lot of talk about colors lately, especially the orange row. Do you ever wonder what inspired the design of the orange row on the Clickfunnels homepage?
The short answer is that it represents all the stages a customer might go through while using the platform. When they first arrive at the site, there is not much to distinguish one button from another. As a visitor scrolls down the page, they will eventually see a row of colored buttons at the bottom of the page with the heading, “Choose a Plan.”
These are the early stages of their engagement. They could be seeing the landing page or one of the many intro pages that lead up to the home page. As they scroll further down the page, they will notice a large button in the center that says, “Start a Free Trial.”
This is the beginning of their journey and it’s what sets the stage for everything that follows. Once they click on the button and enter the trial, they are presented with three rows of buttons. The first two rows are similar, but the third row contains the orange button. This is the row that will guide them through the rest of the platform’s features.
The Orange Row Is About Discovery
If you come from an information architecture standpoint, you could say that the orange row is discovery, but this would be a vast over-simplification. It is more accurate to say that the orange row represents all the different types of discovery that a person using the platform might encounter.
Let’s look at each stage individually.
1. Discovery: Visiting the Site
The first stage of a visitor’s interaction with the brand is simply to discover it. To put it bluntly, the visitor doesn’t know what to expect from the site and may come from a completely different background than the brand’s other platforms. In the case of Clickfunnels, this could be someone from Google who is looking for a platform to grow a business online or a Twitter user who wants to get all the analytics they can on their site.
The goal of this stage is simply to ensure that the brand is discoverable. If a person visiting your site for the first time doesn’t know what to expect, you have failed at discovery and the task before you is to figure out why.
There are a variety of ways to achieve discovery, but none of them is complex. First, ensure that your site is visible and easily accessible from the outside. Google makes this very easy for you by prioritizing their search results and ensuring that your site shows up near the top of the list. If someone is visiting your site from a search engine and doesn’t find what they are looking for, it’s your job to figure out why. Use your analytics to discover the types of content your audience interacts with and creates. Look at which pages visitors scroll down on most and which ones they rarely if ever get to. Discovering the types of content and platforms that your ideal customer uses can help you figure out what you should be doing.
2. Exploration: Examining the Site
After someone has visited your site a few times and is somewhat familiar with its content and structure, they will begin to explore it. At this point, they know what to expect and may notice additional things about your site that they had missed before. While still maintaining a safe and familiar place for the visitor, you want to give them the opportunity to see things from a new perspective. This stage is all about information gathering and discovery.
The most effective way to achieve this is by using different colors for buttons. In the case of Clickfunnels, the use of different colors for the different stages represents a new form of contrast to engage the viewer. Imagine a red button for new subscribers or a yellow button for people who have just signed up. Using different colors for different functions allows the viewer to more easily distinguish each type of action and makes the page more aesthetically pleasing.
3. Decision: Choosing a Plan
After someone has been exploring your site for a while and decided that they like what they see, they will move on to the decision stage. At this point, they know what to expect and how your site works. Your goal is to keep them engaged while making sure that they choose the right plan for their needs. This stage is all about ensuring that the visitor has everything they need and wants in one place. While you don’t want to lose track of them at any point during their journey, you also don’t want to bombard them with information.
The best way to achieve this is with a comparison page. The orange row represents a good example of how you can use different colors to represent different options. If someone is looking for a basic dashboard that collects all the necessary data, they will see a row of orange buttons at the bottom of the page. These are the plans available for everyone.
However, if they need more robust features or a custom plan, they will see two rows of yellow buttons. These are the plans that are only available to Pro subscribers.
By taking the time to curate information about your product and presenting it to the viewer in the form of a comparison, you can give them all the information they need in one place without overwhelming them with too much information. You also give the viewer a clear choice and let them know exactly what they are getting into. The key to a successful decision stage is giving the customer everything they need while not forcing them to choose.
4. Evaluation: Assessing the Platform
Once someone has decided to make a purchase and is on the platform’s thank-you page, you can gently encourage them to take the time to assess the product. Some people might not need another tool and could simply be doing what they were already doing, but for others, the choice could be a difficult one. This is why it’s important to give them all the information they need in the right format. A good evaluation can help a person make the right purchase decision quickly and easily.
One way to achieve this is with a video. If someone is having trouble deciding which plan to choose and you have a video that answers all their questions, you might encourage them to watch it. This can be a powerful tool because videos allow people to both see and hear what you are describing. In a world full of text, it can be difficult to pull off a truly compelling video.
5. Conversion: Turning Strangers Into Customers
At this point, the visitor is completely immersed in your brand. They have been searching for your product, they know what it is and how it works. Now, you want to engage them enough to make them take the next step and become a paying customer. The last stage of a customer’s journey is all about turning strangers into regulars and making them invested in your brand. If you can accomplish this, you will be able to identify and engage your target audience effectively.
The best way to do this is by establishing trust. If someone is visiting your site for the first time, you might want to show them that you are a legitimate source by adding a contact phone number or address at the top of the page. If they have any questions about the product, they can contact you directly and you can build a relationship.
Once you have their trust, you can use various tactics to get them to purchase. One strategy could be to offer a free trial or a money-back guarantee. Your product is probably the most important part of your marketing strategy, but you also have to remember to develop the necessary relationships with your customers.