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[C1021]Conversion Rates Pounds To Dollars

by Mark Kimathi, Mar

Once you have grabbed your visitors' attention you want to sell each and every one that fits your customer profile. The only way to do that is to create enough desire for your offer for them to take action. Indeed the majority of an online sales letter or copy is made up of persuasive content with the express purpose of creating desire. Its persuasive ability entails the quality of the copy.

A poor copy has little conversion. This means few prospective buyers actually buy. The visitors are neither motivated nor compelled enough to take action now. The sales copy allows for procrastination and the like. Eventually the visitor does not buy. The very nature of the internet is such that if you cannot convince a visitor to buy now, they will still buy alright; only that they will often buy somewhere else. You will lose them forever.

A fair sales copy results to half-hearted buyers. Such buyers tend to have a "so-so" kind of perceived value of what they have purchased. Often you will register higher rates of refunds. This is because they are unsure about what they bought. For the ones who keep the product or services, most were motivated to buy anyway so you just happened to be at the right place at the right time.

Equally important fair copies will rob you off the viral effect that results from word of mouth. Word of mouth commonly referred to as buzz online, can be a huge contributor in increasing both sales and conversion rates.

You want a zing bang copy that has you visitors still tingling with excitement weeks after a purchase. This will only be achieved by sufficiently creating desire and ofcourse a product that over-delivers. Sales is said to be a transfer of enthusiasm. Online, a sales copy should do that literally - pun intended. The reason for quality prospecting and capturing your visitors' attention is to bring them to this point. And this is where conversions happen.

Creating desire involves persuasion which in itself is a transactional process that results to change in beliefs, attitude and/or behavior. The choice of words in the sales copy; sequence of though; what you choose to draw attention to ,what you do not; how you say what you say and what you do not say; these and more contribute to the effectiveness of you persuasion. With persuasion comes desire which demands action hence a conversion.

How are Conversion Rates Calculated?: This is simply done by dividing the number of actions (sale, completed lead forms, phone calls, etc.) and dividing that number by the amount of clicks. Remember, dividing the small number by the big number give you a percentage. For example, say you need to calculate the conversion rates for the day and you had 27 sales out of a total of 1500 clicks. Simply divide 27 by 1500 (27 / 1500) to get a conversion rate of 1.8% (avg. conversion rate)

Paid Search and Your Website: You know how it is around tax season when you drive by the local H&R Block and there's someone standing out by the road with a goofy uncle Sam costume on waving a sign around to get you to come inside? That's a great example pay per click advertising. We're putting a sign out there relevant to a keyword in efforts to get some of that traffic to come to your business. Now, effective PPC Management will take that user to the best page on the site according to the keyword searched - the equivalent of taking them to the best salesman in the store for a specific product. Now it's up to your site to make the sale.

Website Sales and Usability: If your website conversion rates are below 2%, you possibly have some usability issues. Some common problems we see occur during the Check Out process. Do you require the user to create an account? This is a Huge Turn Off for most internet buyers. Give the user to either set up an account for faster check out the next time they buy from your site OR to check out without creating an account. Keep in mind, the fewer clicks to the sale the better.

What Can You Do to Improve Your Conversion Rates: There are several steps you can take to improve your website conversion rates. Try different versions of the same landing pages to find out which page converts the best. Make sure you have strong calls to actions on your landing pages to direct your users in the direction you want them to take. Make sure your specials are clear and concise, like "Free Shipping" or "30 Day Free Trial". If your check out process requires the user registering for an account before they can complete the sale, give them the option to either create the account or check out without creating the account. Most people don't want to register for multiple reasons, so this one technique can make a big impact on your online sales.

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Both Mark Kimathi & Clay Sinclair are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Mark Kimathi has sinced written about articles on various topics from Soccer, Lose Weight and Site promotion. Courtesy of the leading All-in-One Small Online Business solution. See a SBI. Mark Kimathi's top article generates over 18100 views. to your Favourites.

Clay Sinclair has sinced written about articles on various topics from Gardening, Web Development and Internet Marketing. For an impressive look at PPCE and their capabilities, review their Proven Success page. For a look at PPCE's. Clay Sinclair's top article generates over 1000 views. to your Favourites.