Turning website visitors into customers is a complex problem at the heart of business growth. It is easy to find ways of sending traffic to a website yet it is very difficult for most website owners to create strategies to improve conversion rates on their website. I have put together a simple guide to help put the complex issues into an easy to understand framework that wil help you to achieve more clarity in solving the conversion issue.

1.Understanding Your customer

Many companies spend a fortune on internet marketing and neglect their key conversion tool, the content on their websites. The problem with content is that it is worthless unless it connects with the needs and goals on the visitor on your website. Before you can start to achieve your business goals you need to spend time understanding your target customers. When a visitor lands on your website they have 6 key questions: Do I trust you? Do I believe you? Do you understand my needs? What’s in it for me? (WIIFM),What do you want from me? Is it worth it? A good strategy will begin by answering these questions.

2. what Are Your Conversion Goals

Without a specific goal it is very difficult to create a strategy, yet many website do just that and as a result have a very poor record of generating sales and enquiries. There are two main goals of most websites: generate sales, and generate enquiries. Other website goals may also include: download information or eBook, specific page views, become a member, newsletter sign up, join social media, visit duration.

3. Plan Your Conversion Pathway

Mapping a conversion pathway is a simple process when you understand your customers, and have clear conversion goals. Work backwards from the specific conversion goal and map out the steps in the sales process. Each step will need to engage the visitor, answer their questions, and overcome their objections to get them to move on to the next step in the sales process. Please note that too many steps can sometimes fail to keep the visitor engaged, and too few steps may not be enough to convince them to take action.

4. The Importance Of engaging Content

Without engaging content you will not be able to hold the visitors attention for long enough to complete a sales process. In many respects this is the most important part of an online sales process. Your understanding of the clients needs, goals, and concerns is the key to creating engaging content. Use headlines to convince them to read body copy, and user friendly formatting to make the process clear and simple. There a many techniques and recommendations for writing good copy, and many excellent resources online to help you.

Creating a successful strategy to turn visitors into customers is best done working from the top down, that is, starting with an understanding of your customers and your conversion goals and then filling in the detailed steps in the sales process. Keep in mind that this is a process of continual measurement and refinement, it is not a simple one strategy solution if you want to be truly successful.

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