What is Conversion?
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word: conversion is the name of the game. That is the result you are looking for when you design your site. Conversion is the internet marketing term for the end result you are looking for. For some, that may mean making a sale, and other times, it is getting the viewer to optin to your email campaign. Basically, you are “converting” the person from a faceless, nameless viewer of your site into an actual purchasing customer or a sales lead. This is where the “clicks” turn into dollars and cents.
When looking at conversion rates, you are looking at the percentage of unique visitors to your sales page that complete the desired actions (in the case of the sales page, this would mean buying the product).
Everything you do in regards to site design, copywriting, etc, is about trying to get conversions (sales). Your goal should not be to win a design award, or make a site that is a work of art, but rather each design element should be strategically placed to encourage viewers to become customers. Leave your ego at the door and concentrate on what works. Don’t be afraid to consult experts where needed. You might be a jack-of-all-trades and know a little about design and a little about writing, but if you are not an expert, you might want to stick to what you know best (your product) and let the experts create your design and write your copy for you. This is usually a relatively small investment for something that will hopefully create a long-term income. Even though you may need to make changes over time, you will own the graphics and copy that are created for you and you will be able to use them over and over again as needed.
Before you even begin to think about creating the landing page, you will need to clearly define the type of conversion activity you want to achieve with it. A clear purpose will help you to achieve clear results. A landing page conversion could be:
• Making a purchase: Adding an item to a shopping cart and starting the check-out
process. • Getting leads: Viewers fill out a registration form in order to accept a “free” offer, usually
with the understanding that this may lead to future sales. Offers could include Webinars, coupons, price quotes, eBooks, or free samples.
• Branding/education: Viewers spend a time examining, evaluating and/or interacting with content on the main web site after being re-directed from the landing page. Information about their viewing statistics may be collected, and they may be asked to participate in a survey to gather more information.
• Opt-in: Opting-in to receive communications from the company on a recurring basis. These may be emails, an RSS feed, a print newsletter, etc. The customer is made aware that advertising will be sent to them.
• Membership: Registering to use the features on the site (which may be “members only” information or applications) on a regular basis usually for a monthly fee, but in some cases in exchange for viewing advertising, clicking on other web site links or answering surveys and the like.
before you even begin to work on the design elements of your page, it is important to know exactly what action you want the viewer to take .If you are trying to sell them a product, then your landing page is going to be a sales letter, and you are going to completely focus your efforts on getting them to make a purchase now. Just the very act of deciding exactly what you want to accomplish will help you increase your results
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