It’s all about personas, the art of persuasion, and Web analytics
Have you read the amazing facts to the right on this page? You should. That’s what Conversion Architecture is all about. – amazing results – when done right.
- Who are you trying to sell?
- What do they need to be sold?
- Is it working or not?
This is not rocket science, but it is to some extent an art. These three questions need to be answered carefully, thoughtfully and thoroughly if you expect to increase Web site vists to actual leads or sales.
Who are you trying to sell?
Do you know your target buyers?
- What their age and sex is?
- Where they live and how much money they make?
- Their personality style?
- How they think?
- How they make buying decisions?
- If they are repeat customers, just doing research, or ready to buy?
If you do, then you are ready to define your “customer personas.” This is step #1 to attracting and then converting visitors to buyers.
Keep in mind, that your audience is profiled primarily on their needs / pains / problems broken down into demographics, psychographics and where they are in the buying cycle (which decides their behavior on your site). Your goal is to ensure that every element of your Website persuades these different visitors on your site to take the actions that lead to the delivery of your objectives (conversion).
Your WSI consultant can help you to move your site visitors through your Website conversion funnel. Remember that every click on your site is a step towards conversion. If your visitors are satisfied with what comes after every click, they should build confidence that what they are looking for is coming next!
What do they need to be sold?
Depending on the buyer persona, giving your visitors exactly what they want from your site can be different. Some personas may just want to pull out their credit card and buy the single product they are determined to buy right now! Anything on your site that gets in the way of that goal means that they are gone in a frustrated huff to another site. Some personas may be interested but need to know who you are and why they should buy from you when they are finally ready to buy. Others may just be interested in gathering information today, and if they find what they need, they will happily sign up for your lead generating newsletter. Some may want to drive over and need a map. Others want to call and complain and they definitely need a phone number right now!!
Your Website can be built with a number of personas in mind, and the visitors either have to show up on the right landing page the first time they visit, or the Home Page needs to laid out in such a way as to make their pathway through your site clear and obvious as soon as they take a look at it.
Conversion Architecture starts by defining your business goals and target audience, and then ensuring that every element of your site persuades these visitors to take the desired actions. These elements include:
- Persuasive copy
- Conversion tools like live chat or click-to-call technology
The guiding philosophy of Conversion Architecture is that all Web sites must have a persuasive purpose. Building your site with Conversion Architecture™ in mind will result in more visitors doing what you want them to online – whether that is signing up for a free consultation or buying a new product.
Is it working or not?
Monitor and measure your results to ensure that your efforts are driving results to your bottom line. Web Analytics will tell you how people are moving, or not moving through your site. More than leaving bread crumbs, they leave tons of auditable evidence all over the place. Your WSI consultant can collect, analyze, prepare and review with you monthly (or more often if you need).
Your local WSI Consultant can engage you in a Conversion Architecture meeting to identify the details of your Conversion Architecture goals to partner with you on working the magic for your Website!
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