Website Conversion Strategy: Turning Visitors Into Customers
You can increase your website's visibility within the major search engines, but the resulting increase
in traffic to your site will be wasted unless you also consider the "conversion actions" you want your
visitors to take. To achieve optimum results, you must create a website conversion strategy to ensure that they take those
actions. Conversion actions may include: downloading information, subscribing to a newsletter, filling out
an application, purchasing a product, or any other objective you offer on your site.
These actions align directly with your online marketing goals. Therefore, your website conversion strategy should
seek to persuade and assist visitors in taking those actions, as well as
remove elements that serve as obstacles to taking those actions.
You may increase the conversion power of your site by:
Developing Web page copy to make visitors feel confident that you can meet their needs, answer their questions, solve their problems
Adjusting navigational links to lead visitors through the site to more easily complete their desired tasks and achieve their goals (and yours)
Including appropriate "calls to action" on each page, leading the visitor toward conversion
Building content that speaks to each of your archetypal visitors (personas)
Aligning your selling methodology with the visitor's buying methodology
Designing pages that take advantage of "eye-tracking" principles
Through these, and many other techniques that make up a comprehensive website conversion strategy, you can dramatically increase the rate at which visitors become customers. And increases in conversion rate translate directly to your bottom line.
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