Conversion

We all know that delivering on customer's expectations gets repeat business and generates the very best form of advertising -- word of mouth.  But getting there is another story.

1. Know what people want and how they
    want it delivered.

People want to be shown respect for their time-starved lives.
People want relevant information, fast.  And people want this information delivered in a manner that suits their individual preference. 

Some people prefer visuals, video and podcasting, with little or no text to read; some like lots to print off and glean over lots of detailed information, while for those died-in-the-wool comparison shoppers, an abundant selection may be what hits the mark.

2. Mesh that with what you want them
    to do on your site.

visualize YOUR TARGET customer doing a search for your product or service, and then clicking onto your site.

You see how, by the very act of clicking (onto your site), they have in fact already committed? 

They have come to your site hoping that you have what they need, and that you will quickly satisfy that need.

The fine art of convincing customers that they are in the right place involves designing every click so that they are taken without hesitation to where they want (or expect) to go. 

This cannot be stressed enough.  Sites that do not give people what they expect, at every click, lose customers.  Only if a visitor is really interested, and that site is the only place they can find what they want, will they stay.  Worse, they'll never want to come back.

If your search engine optimization is in good order, customers will click to your site.  At this point they have given you permission to present your products, services, features and benefits to them. They are looking for signs that what you have to offer is what they came to your site looking for.  

When visitors are confident in what lies ahead they will take the clicks you offer them.

On every page of your web site ask yourself three questions: 1. What action needs to be taken? 2. Who needs to take that action? 3. How can I best persuade them to take that action?

Are you giving customers exactly what they want? 

How do you know?  Sure, the functional aspects are pretty straight forward, IE, ensuring your site does what you said it would do, with each click delivering the right and sufficient information.

Equally or more important is meeting the emotional needs of your customers.   What do they feel like when they are online, and after they leave your site?

Dealing with such intangibles may be hair splitting to some, yet these are the very tools that will differentiate you as being worthy of repeat, long time customers. 

          - Is your website informative?
          - Does every click deliver on it's promise?
          - Is it persuasive?

Not sure? You have precisely 2.3 seconds to capture their attention and get them to take the next step or make another click towards conversion.

With only 2.3 seconds, how do you convey to visitors that your site has what they are looking for?  

Is your site customer focused?

We all want competitive differentiation, improved profitability and greater customer loyalty.

This will happen only with a truly customer-centric approach - giving customers more value, which in turn will induce loyalty, ergo profits.

Does your website offer the services, information, answers, and products that your customers want? 

How do you know?  A well-planned website is a measurable one.  Knowing what your key performance indicators (click-thrus, sign-ups, sales, visitors, etc) are, and then carefully crafting each page to achieve optimum conversion, is the goal of a revolutionary new software tool we use called *Persuasion Architecture™. 

If you're not seeing conversion that far exceeds the industry norm - that is, what others tell you is the industry norm - call me.  I can help make your million dollar dream an online reality.

Improving your conversion may only require something as simple as a fresh pair of marketing glasses.

It works, it really does.  Call me at 604-805-5869.

Learn more about persuasion architecture, what to do when customers ignore marketing ...

Read about building better customer experiences on Future Now's blog by Bryan Eisenberg and John Quarto-von Tivador



Check out these nifty free marketing tools, compliments of my friends at Future Now Inc.

FREE WeWe Calculator

free conversion calculators.

*Persuasion Architecture is a trademark of Future Now, Inc.