Audience Identification
If you are like most businesses, you want to attract several different audiences to your site. They might include shoppers, prospects, partners, resellers, the Press, potential advertisers, etc. You probably want to have a separate conversion process for each audience. For example, you want prospects to fill out a form with contact info, and editors to download a press kit.

The first step in developing a successful conversion strategy is to list all of your target audiences, then next to each one write down your company’s value proposition to that audience, and then state what you want this audience to do on your site. The value proposition should be short – one or two sentences.

Website Visitor Conversion
A relationship is established with your website visitor when they provide you with contact information. But in this day of shady net operators and spam artists, getting people to leave behind any valid contact info is getting harder and harder.

There are two things that influence conversion: TRUST and VALUE.

Trust refers to the perception that your visitors get when they come to your site. Your website is the front door of your office or store. It needs to look professional and inviting. Your company should appear eager to serve, but not overbearing. You website visitor should not feel like you are following them around, tapping them on the shoulder constantly, asking them if they’re ready to make a purchase.

Does your company have a good privacy policy? Do you protect the information that your prospects share with you with the same diligence with which you would want your own information protected? Will you respect a request from someone who doesn’t want to hear from you further? Do you state this policy plainly?

Value refers to something offered. You have to give in order to get. Your visitor may want to learn more about your company or your offer before committing to a further dialogue. Perhaps you can offer them something for free in exchange for some contact information, like a downloadable brochure, white paper, on-line presentation or demo.

Offer your website visitors something of real value in exchange for their contact information. When they engage, don’t violate their trust. Communicate with them only as much as you’ve both agreed. And finally, don’t make it hard for people. Don’t require more information than you need at any stage of the process. Indicate clearly which information is required and which is optional.

Website visitor tracking and measurement is an extremely important part of visitor conversion optimization. It helps you assess how well your conversion strategies and your campaigns are working. You can’t fix or improve something if you don’t know that it’s broken.

Market-Vantage can help you develop an effective conversion strategy and identify assets that you may already have and that can be offered to boost conversion rates. We can also develop those assets for you if they don’t already exist.

• Planning and Strategy
  
  
• Website Promotion
  
  
• Visitor Conversion Optimization



• Website Visitor Tracking