Know-How Exchange : E-Marketing

Peter,

To increase conversion rates in almost all situations you have to develop specific landing pages with very strong calls-to-action.

These pages must provide 2 options only - convert or leave. No other external or internal links unless they also lead to the desired conversion activity.

Using an existing page, be it a home or child page, just doesn't provide the relevancy most people are looking for and leads most people to bail without performing whatever conversion it is you desire.

Do you have specifically developed landing pages?

If you do, the next thing is to make sure these landing pages provide a compelling reason (the strong call-to-action) for the visitor to complete the conversion act.

This must be something that has such a high value that the visitor feels they will be foregoing something of great value if they do not perform the conversion e.g. "call".

Conversion is a factor of two things:

1. Getting the most qualified prospects there in the first place ... no window-shoppers

2. Offering a benefit and value so compelling that the qualified prospects will want to act immediately


The latter may take a page or two of explanation, but the appeal of the offer is ultimately what will determine your conversion rate.