Conversion Websites.

Having a website that converts is no different to any other form of marketing that is conversion orientated. Yet so many websites are merely fonts of information that have no focus on achieving the visitors’ goals and therefore the websites goals.

Lets us consider the concept of ease of use and familiarity.

Let us compare a website to a supermarket, and they certainly don’t do anything on a whim. Irrelevant of which chain you visit the supermarket is laid out much the same, you are guided down the aisles, with boards above that tell us what’s in the aisle, so we can go straight to it if we want. A website is no different lots of “aisles” - pages with “boards above” – top or left side navigation.

The aisles littered with “calls to action” – “special offer”, “buy one get one free”, “any 3 for £2” etc., plus supporting material, product information, recipe sheets, videos etc. Similarly your page should have “calls to action” – “add to basket”, “sign up” “free newsletter” etc., plus supporting material, product information, technical specifications, other uses for the product.

Now imagine a supermarket laid out differently, with the products all mixed up. No correlation milk next to apples next to cleaning product in one aisle and oranges next to red wine next to toilet rolls in another, you would leave rather than struggle on. So it is the same for a website, being quirky and different does not work in the majority of situations.

Now subconsciously the supermarket has got you to achieve your objects following their laid down trail or scent. It is no different for a website. You may be lucky and get the visitor to go from entry to “purchase” in one click, but chances are they will browse around the site and you must make this easy, self explanatory and friendly. Assume your visitor is a “Martian” they know they want a “widget” try to avoid jargon and TLA (sorry, Three Letter Abbreviations), make everything concise, specific, use graphics appropriately. Talk about benefits and not features, “using our widget your spaceship will avoid meteors’ as opposed to “our widget has a unique meteor avoidance process”

So the key to a conversion website is making it part of an Internet Marketing System. So many people start off with “What colour do you want?” “What is the look and feel?” etc

You must start with the process.

1. What is the goal you want to achieve?
2. What is the goal the visitor wants to achieve?
3. Are they the same?
If No. then think again!
Yes. Move on
4. So how can we help the visitor achieve their goal?
5. How will we measure the visitor activites? do they do what want we think they will do?
6. What will we do if they don’t?
7. How can we make it easy for them?

When you have these and the other questions answered then the process continues and you can actually start to develop the website, after all you wouldn't build a house by buying a lorry load of bricks!
 
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