 | | | |  | June 15, 2005 | | By: Louise Rijk - Bio - Blog |
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| | | | | Web Site Conversion - The Key to Maximizing Web Site Profits | |
Web Site Conversion Services Offer Double-Digit Conversion Rate Improvements
 Getting traffic to a Web site is only half the battle. Unless your site converts a substantial number of visitors into buyers or leads, your profits won't grow. In the case of Web site conversion, quantity doesn't rule - quality does. If you think that boosting traffic is the best way to boost your response and ultimately, your ROI, you're turning your back on opportunity.
Web site traffic vs. conversion
Typically, business owners launch a Web site with one goal in mind - to generate revenue. Most often, Internet Marketers will concentrate on driving traffic to their site without considering what those visitors will do when they get there. That's changing.
With the rising prices for search advertising keyword buys, Web site conversion rates have become extremely important. Furthermore, natural search engine optimization has become more competitive and therefore more expensive to implement, even in moderately competitive markets.
If your business relies heavily on revenue from your Web site you are most likely feeling the crunch and the urgent need to increase your sites' conversion rate to stay in the game. If you start an online business you need to build a Web site that achieves a higher than the average two percent Web site conversion rate.
What is Web site conversion?
Web site conversion rate refers to the percentage of total visitors who take a desired action, whether it be buying, subscribing, downloading, registering, initiating a lead, etc. Driving action through persuasion is the foundation of Web site conversion. The more sales you make from the same number of visitors, the higher the conversion rate and ROI.
The benefits of Web site conversion
An average 2 percent conversion rate translates into 98 percent of Web site visitors failing to convert. Boosting your conversion rate even a few percentage points could have a huge impact on your Web revenue. Additional profits could then be reinvested in your Web site to produce more momentum and greater success. A higher conversion rate means that you can make more keyword buys at a higher position or buy fixed placement advertising you could not afford to buy in the past and grow you audience and customer base.
Two ways to improve conversion rates
Web site conversion rates can be improved in two ways:- Basic or singular path conversion optimization
- A more comprehensive program that includes an elaborate multi-path conversion process.
Each of these methods addresses basic Web site elements and reworks them with the goal of melding your visitors' buying process with your sales process. These changes enable you to develop a one-on-one relationship with each of your visitors, which increases the likelihood of persuading them to take a desired action.
Basic or singular path conversion optimization
Basic Web site conversion optimization analyzes and improves upon the critical elements of a Web site: navigation, content organization, design and layout, copywriting, conversion structuring, confidence building and user experience. These services restructure an existing Web site to appeal to every type of visitor - those need more information, those ready to buy, and those unsure about buying.
Basic or singular path conversion optimization is for existing e-commerce Web sites that require conversion optimization or new sites on a low to moderate budget. With this method conversion rates of up to 5 percent are achievable.
Comprehensive or multi-path conversion optimization
To push conversion rates beyond 5 percent a highly-customized, more robust method of conversion optimization is needed. This method goes beyond basic restructuring to include in-depth analysis of your marketing objectives and the psychographic, emotional, and linguistic needs of your visitor base.
To ensure that your Web site appeals to a wide variety of visitors - regardless of different needs, wants, goals, personalities, etc. - we develop multiple personas based on the common traits of each type of visitor coming to your Web site and we create several paths through the Web site to propel each type of Web site visitor towards conversion.
This comprehensive Web site conversion optimization program typically is customized for each client and is applied to new, high-end web sites and costs anywhere from $25,000 and up, depending on the scope of the clients' individual needs.
A comprehensive, multi-path conversion optimization program includes: extensive client needs/goals analysis, scenario design, customer characteristics analysis, persona development, wireframing, copywriting, layout and design, prototyping and ongoing Web site analytics analysis and A/B testing.
Investing in Web site optimization services today can pay off in the near future
The importance of Web site conversion optimization cannot be overstated. Don't wait until online advertising prices prohibit you from participating in online advertising. Many site operators and owners who have been involved in Web site conversion optimization have seen conversion rate improvements in the double digits and have dramatically improved their ROI.
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Advanced Media Productions, Inc.
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