Increase the Relevence of Your Website

First let me say that this information isn’t new, originally titled Use These Six Factors to Increase Your Conversion Rate, the article details six factors to help you to evaluate your landing pages from the perspective of the page visitor.

However, I invite you to think about this in a different way. Every page of your website is a potential landing page. If that isn’t true, if the secondary pages on your website aren’t pulling in good search traffic, then I suspect your content is weak, poorly written, or lacks optimization. I think what follows is stunningly good advice not just for evaluating your landing pages, but for evaluating every page of your website.

Use These Six Factors to Increase Your Conversion Rate

Conversion drivers:

1. Value Proposition
The model shows that the vehicle that provides the potential for the Conversion Rate is the Value Proposition, making it the most important of the six conversion factors. The other five factors are either conversion drivers or inhibitors.

2. Relevance

Does the landing page relate to what the visitor thought they were going to see when they clicked on a link to land on your page?

The Relevance of the Value Proposition and context of the source media is White Paper: Five Steps to Developing a Successful and Scalable Conversion Optimization Strategy

critical. Each web page must use terms visitors can relate to and be consistent with the incoming link or the visitor will be disoriented and leave the page.

3. Clarity

Does the landing page clearly articulate the Value Proposition?

Clarity of communication via content, layout and design is the most common of the six factors that marketers struggle with. The two aspects of Clarity that must be analyzed are Design and Content. Designing for Clarity creates an unimpeded eye-flow. Content clarity ensures the images and text combine to minimize comprehension time.

4. Urgency

Is there an indication that the action needs to be taken  now?

Urgency has two components: Internal (or how the visitor is feeling upon arrival) and External (or influences the marketer can introduce to the visitor).  While Internal Urgency is generally per-existing when the visitor arrives on the page, the tone of the presentation, offers and deadlines can all influence External Urgency.


Conversion inhibitors:

5. Anxiety

What are potential misgivings the visitor could have about undertaking the conversion action?

Anxiety is a function of the Credibility built with the visitors and the Trust the web visitor is being asked to have. The lower the credibility and trust conveyed, the higher the anxiety the web visitor is experiencing.

6. Distraction

Are there items on the page that could divert visitors away from the web page objective?

The more visual inputs and action options a web visitor has to process, the less likely he or she is to make a conversion decision. Minimizing distractions like unnecessary product options, links and extraneous information will increase the conversion rate.

Original post by Chris Goward of Wider Funnel here

Who Are You Competing with in an Internet Age?

Where do New Customers Come from in the Era of Search Engine Marketing?

Your competitors may not be who you think they are.  That’s right – those businesses you frequently bump into in sales situations may not be the competition you should be focused on.  Sure, they do no doubt represent some level of competition.  Customers who know you may be routinely going back and forth between you and your traditional competitors to get the best price or may make a choice based on the attractiveness of your signage or the location of your storefront, but do you know where most new prospects are going to find goods and services?

Everyone’s Researching the Internet for Businesses, Products, and Services They Need First!

The reality is that you are competing not just against local competitors, but with everyone on the internet as well.

Local service-oriented companies may believe they are immune.  After all, how can an internet-based business compete with a plumbing, HVAC repair, or even a lawn care company? Internet marketing expert Lisa Barone of notes that 70% of consumers search the web first, even for local business information.  Other studies claim numbers greater than 80%.  While the true extent of that trend depends on the source you examine, you can realistically assume most consumers are looking for what they need online first.

You Can Ignore These Trends or You Can Adapt

So who are you competing with? Try a few searches in Google (If your email address is in the upper right hand corner of Google’s screen be sure and log out to eliminate whatever ‘personalized’ search results they may be serving first). Put on the hat of a potential customer, and leave out brand names and industry jargon.  If the business you are researching relies on local customers, tack on “in cityname” to your search. Then, perform the same searches on Microsoft’s Bing.

What did you find? In a nutshell, those are the companies you are competing with for new business.  Is your business on page one of the results?

If people can’t find your business for common search phrases, we can help!