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Saturday, March 20, 2004Seven Conversion Rate Concepts for the Final Exam
Seven Conversion Rate Concepts for the Final Exam [ClickZ]
Always Consider the Source
Visitors arrive via different search engines, keywords, or ads. Understanding this helps convert them. What message prompts prospects to visit your site? Do they arrive and immediately find what they came for? Why does the message get them to click? How do you echo the message's relevance on your site? Does the message qualify buyers or disappoint searchers? ...
Know Your Audience
Each person must be sold differently. Invest time up front planning hyperlinks and the words around them...
Buy From Your Site
How easy is it to buy from you? Pick a task on your site and try to follow it to its end...
Consider Persuasive Momentum
OneStat.com reports 54.60 percent of Web site visitors look through only one or two pages on a site before leaving...
Make the Next Action Obvious
Visitors must first orient themselves. Don't make buying difficult. Do make the next step obvious...
Provide a Reason to Click
When do prospects delve deep into your site? When they see value in your offer. Provide it by anticipating their questions and answering them on the spot. This can be done in the immediate copy or through a hyperlink to the answer...
Conversion Reflects Action
Conversion reflects how well you get visitors to take the action you desire. There are two sides to this. The macro side is your overall objective. Every site should have at least one final objective...
