You've spent the time, effort, and money to drive traffic to your website through search
engine optimization, paid inclusion and pay per click advertising, but what happens to those
visitors once they arrive? You may attract thousands, or even millions of visitors to your site
every day, but it won't help your bottom line if they don’t become customers.
iProspect's Website Conversion Audit™ (WCA) is a flexible
and customized
service designed to streamline and optimize your website conversion process. Your goal could include
compelling visitors to purchase a product, sign up for a newsletter, contact your company, or another
unique process defined by your website's intent. Whether you want to incorporate conversion best
practices into your site redesign, prioritize website upgrades and usability enhancements, or are
facing a problem specific to your industry, iProspect's WCA service is designed to focus on the usability
of your website, and analyze your ability to convert prospects into loyal customers.
WCA is the next natural step in your online marketing campaign. The audit is an opportunity for you to not
only learn about your typical visitors and their behavior on your website, but to also have a credible third
party provide you with a fresh perspective on how visitors view your site. The analysis will generate a variety
of actionable short–term and long–term recommendations that will help you to produce measurable increases in
your website conversion rate.
The WCA Process
The Website Conversion Audit™ is typically delivered over a
period of four to six
weeks. First, our conversion team works closely with you to learn more about your company, your customers, and
your market positioning within your industry. This usually includes receiving deliverables from you, such as Web
analytics, customer feedback, and industry information. Following the receipt of those deliverables, the
iProspect team conducts an "Uncovery" phone conversation with members of your organization to gain insight into your
company, your goals, and your customers.
We then create a profile of your typical customer based upon the information we receive, and then evaluate your
website based upon four major categories: Planning, Communication, Structure, and Momentum. Based on various
criteria, iProspect's team of conversion experts recommends site modifications with both short–term and long–term
goals. After implementation, the end result is a website that is easier to use and better at communicating the unique
value of doing business with you to your prospective customers. A follow up phone conversation is then held to discuss
the audit in further detail and answer any questions.
Some examples of the criteria we evaluate are:
Usability
Navigation
Eye scanning principles
Articulation of unique value proposition
Confidence building messages
Process continuity
Content (persuasiveness, tone, intent)
Effective calls to action (motivating visitor to act)
iProspect is your search engine marketing and website conversion partner, with a mission to increase your
online market reach, strengthen your brand equity, help you achieve stronger business results, and generate
greater profitability. We've lead many successful WCA engagements, providing services to industries including
retail, healthcare, entertainment, and business–to–business. We're professional marketers who
know that technology alone cannot solve the challenge of channeling people to your website and driving them to perform
the action you want them to take; we'll work with you to turn those visitors into leads, sales, and loyal
customers for your company.
& Creating Visitor Momentum Toward Action
