When utilizing best of kind Internet marketing tools, your site can be your primary marketing vehicle. But what value will a website bring to your retail business if people are visiting your site and not converting (completing the desired action)?
The goal of any Internet marketing strategy is to ensure that every element of your website persuades visitors on your site to take the actions (conversion). Conversion on your website means the visitor completing your desired action or objective (i.e.: making an online purchase, subscribing to your promotional campaigns, visiting your store, etc.). Every click on your site is a step towards conversion which needs to be carefully planned. Visitor satisfaction with every click on your site should build confidence until they reach the final click where they convert into a customer.
Conversion Architecture™ starts by defining your business goals and target audience, and then ensuring that every element of your site persuades visitors to take the desired actions. These elements include: persuasive copy, calls‑to‑action and conversion tools like live chat, capture forms, cupon printing or pdf downloading.
The 40/40/20 Rule
The Direct Marketing Association (DMA) in its outlining of parameters that determine the success of any retail marketing campaign suggests the 40/40/20 Rule – 40% Audience Targeting, 40% Offer and 20% Creativity. Think of your website as a primary marketing tool where traffic generating strategies like pay-per-click advertising, search engine optimization, landing pages, viral social media marketing campaigns, etc. can help reach success and implement the 40/40/20 rule. Keep in mind this suggestions:
- Every element of the website should be though with your target audience in mind.
- Keep in mind that there exist multiple acquisition channels and you should have a strategy that considers all channels.
- Do not forget a content development strategy. Good content targeted for specific audience and driven through the correct channels will certainly produce conversion