Converting Visitors Into Buyers - San Jose SES 2007
Research Engine August 21st, 2007Nigel Ravenhill, Scanaler, and Bryan Eisenberg, Future Now, provided an entertaining look into “Converting Visitors Into Buyers” at SES San Jose 2007.
Here are a few notes from the session:
- The key to conversion is to remove the friction, the true force that causes people to leave your web site.
- Build trust and establish credibility with logos, verification systems, contact information, security and privacy statements.
- Make products easy to find, provide FAQ for popular topics, link your address to a live map, and be sure to make your 800# very easy to find.
- If you want people to convert, figure out what their motivations are and make sure your web site or landing page addresses this.
- People usually visit a web site to solve a problem. Ask yourself, are you solving their problem? On average, 98% of web sites don’t as only 2% of visitors convert. Don’t make people think when they come to your site, make it easy.
- Traffic Generation vs Acquisition….spend more money on what people do once they are on the site. Companies spend less than 10% of their budget once people get to the site.
- Easy steps to follow - Step 1 - Define Your Profiles; Step 2 - Define Conversion Goals; Step 3 - Do the Creative
There were lots of ideas about how to improve on conversions. I will be back later with more session notes.

