Conversion Architecture

Have you realized that your website may be your main marketing medium? 

Focus on your online solution's image and functions

How important are image and functionality for your business?   If you own a traditional business, chances are that you have considered any renovation at some point.   For instance you may want new chairs or tables, different colors, a re-layout, bigger space, or just some different decoration.   But why would you do that?   Most certainly the answer would be to make your business more profitable.   How?   You may want new customers to notice you, or perhaps, keeping your current customer base returning to you.   Another option may simply be making your business work more efficiently so you do more with less.   Well, the same principle applies to any online business.   The architecture of your web site is a key component to integrate your overall marketing strategies aligning them with the majority of your web site users.   That way you can achieve greater results.

Even if you are not taking advantage of all Internet marketing tools, your website may be your main marketing medium .   But what is the real value of a visit to your business if they are not completing the desired action (i.e.: making a purchase, subscribing to a newsletter, etc.)?   That's when Conversion Architecture comes in.

Make your website a sales funnel

Your audience can be profiled under many categories.   These may range upon their needs, pains, problems, etc.   They can also be broken down into demographics, psychographics and different stages they may be within the buying cycle.   All these factors (plus some others) decide your customer's online behavior.  It is important to have elements in your web site to persuade visitors to take the desired actions that lead to the delivery of your objectives (conversion).   Internet Marketing pours your site visitors through your website funnel.   Manage your visitors using Conversion Architecture within your web site (the funnel).   Track and measure the tendencies to maximize your efforts getting the desired results. Every click on your website must have a purpose to drive your visitors towards a conversion goal .   A good experience within your web site builds on visitor's confidence until they reach that final click where they convert into a customer.

The first step to have Conversion Architecture is to define your business goals and target audience.   This is the foundation to ensure that every element of your web site is essential to persuade visitors so they take the desired actions toward conversion (your business goal).   Among the elements to consider are: persuasive web copy, calls‑to‑action, colors, page layout, content distribution, and conversion tools like live chat or video hot shots.   The ruling philosophy about Conversion Architecture is to have persuasive elements within a website to drive customers to your defined business goals .   A web site designed with Conversion Architecture™ is not just a website, it is an Online Business.   The natural result to expect is that you will get more visitors reaching your business goal – whether that is subscribing to a service, signing up for a free consultation, getting a quote or buying a new product.

The 40/40/20 Rule

According to the Direct Marketing Association (DMA), the Conversion Architecture follows the 40/40/20 Rule – 40% Audience Targeting, 40% Offer and 20% Creativity . The DMA outlines these figures to determine the success of a marketing campaign. Even if you are not using diverse Internet Marketing methods like pay-per-click advertising, landing pages, Search Engine Optimization (SEO), Social Media Marketing (SMM) campaigns, etc., you can always think of your website as your primary marketing vehicle. Make sure it's built using the 40/40/20 Rule where:

• Every element of the web site keeps in mind the majority of users and their varied profiles.
• There exist multiple acquisition channels making a variety of offers.
• Aesthetic design and creativity offers unique and personalized experiences for site visitors.

We as your local WSI Consultants for Puerto Rico can get you in an Information Architecture™ meeting to identify the details of your 40/40/20 formula and show you how to integrate it to your website! Call and book an appointment today.