Internet Marketing Consultants Denver
5 steps of the analysis of conversion Part 1
Recently, I attended the SEMPO / SEO Meetup in Denver, organized by Dave Carlson of Green Chair Marketing Group.
The topic of conversion has been meetup Analytics, Todd Barrs Spyglass LLC as speaker star. Not only Mr. Barrs give an excellent presentation, but it has also raised some important issues that are often overlooked or misunderstood approach to web design.
Without giving a recount play-by-play of the presentation, I broke the ideas into five categories summarize and develop some of the questions that were presented. This blog entry will cover the first three, followed by another blog entry detailing the following two categories. The five categories are:
- Alignment: Aligning the sales process with customers buying process
- Movement: setting up "scent trails"
- Commitment: Engaging visitors
- Amendment: the use of logos, ratings, and links
- Improvement: Improved sales conversion
Alignment:
A the first points that Mr. Barrs has been made that the sites should align their sales process with customers buying process. That sounds good, but what that mean? As explained by Mr. Barrs, each customer is at a different stage of the buying process when they land on your site. Some may skeptical and still in a learning phase, while others may have a thirst for purchase. It is important that sites are able to accommodate all types of buyers (if applicable) and be able to guide visitors to the next natural phase of the procurement process.
For destination embracing each type of customer and can interact with them on a more personal level.
For example, buyers who know exactly what they want (for example, they search the product by its proper name) should be directed to a page should be landing on a page that is always exactly relevant, but displays user comments and product offers a bit more dominant.
Movement:
Even if we do are not always able to predict exactly what the customer wants, it is our duty to make progress. Says Barrs, is the difference between navigation and research. Search them on your site, because they were looking for something specific, or because they have a problem they seek solve. The navigation is what you have to help them once they get there.
For developers, this means clear "Scent trail" that can lead visitors from landing pages exactly what they want, and encourage them to buy. These paths can significantly increase conversions continuity by visitors leading to the front and create a momentum of persuasion in order to complete the sale. This can be accomplished by reducing the number of steps needed to make a purchase, indicating the value of buying from your site now, responding to concerns they have many and taking into account other considerations related to your product or service. This is explained in the following section: commitment.
Commitment
As Mr. Barrs aptly noted, commitment is to keep your end of the conversation. It is the interaction between the site, the product and visitors. As mentioned previously, is to understand what types of visitors will look at each page and what issues they have.
However, this also means that good sites should stop to scream, because they should know that visitors are already interested. Almost everyone who used the Internet recognizes the text boxes and flashing brighter than spam, and avoid them, even if they are legitimate. Mr. Barrs also explained that the bonds are a contract between the mini site and the user. They need to tell the user exactly what they will get by clicking on it, and should never trick the user into clicking it. This creates immediate suspicion.
Instead, sites should be designed and organized to naturally guide the user's attention. This can be achieved through the use of images by design to be shaped "point" with regard to the important text, or by using images of people to "act" or the use of other queues non-verbal direct attention to another part of the page.
Stayed tuned for next week's article to learn more about validation and improvement of Google Analytics conversion.
About the Author
Monica Valdez is the Manager of Search Visibility for Amadeus Consulting, (www.amadeusconsulting.com) a custom software development company dedicated to creating intelligent technology solutions. As a Microsoft Gold Certified Partner, Amadeus Consulting excels in mobility and data management, search visibility, content management, e-commerce, social networking, data collection and management, browser plug-ins, and iPhone application development.
Internet Marketing Denver- Findability Group- Heather Lutze
