Conversion Optimizations

Increasing Leads and Sales After People Come to the Site

Increasing focused traffic to a company's web site and sending emails to appropriate potential clients are important tactics. However, they are just the first step. The goal of online marketing is to start a conversion process. A conversion can be defined in many ways:

• An inquiry initiated by a potential client by telephone, fax, email, or filling out a form for more information
• An on-line sale
• A potential client bookmarking the site for a return visit
• A visitor emailing the site to a friend or colleague who would be interested in your product/service
• Downloading a white paper
• Filling out a form for a newsletter

In other words, your goal is to initiate a relationship between you and the person you've successfully reached through your online marketing. If he or she just clicks to another web site, they are lost to you.

Leads and Sales conversion optimization is an involved process that includes 3 major steps:

• Creating Personas. On a website you cannot react or adjust your approach to each visitor as a salesperson would do. However since different people have different concerns you can create personas which act as metaphors for different types of concerns. The next step is to address those concerns.
• Removing obstacles to converting. This can include answering questions that you anticipate will be asked such as advantages over other products, prices, or return policy. Each persona has to have their concerns answered. Different click through paths may be used to achieve this so one persona doesn't have his momentum slowed down with material that doesn't interest him.
• Testing and optimizing further. A/B and multivariate testing should be used to optimize the site continuously.

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