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Conversion Rate Optimisation - Persuasion Paths

Persuasion paths are the journeys around your site visitors need to make before taking the decision to buy.

Using well planned persuasion paths can seriously improve how many of your visitors you convert into sales.

On the trail of better conversion rates

Imagine each page of your website as a point on a trail. Every page should be designed to encourage your customers on to the next step, with the ultimate goal being conversion - they either contact you or purchase.

We know your website visitors are already interested enough in you to have visited your site; they are now looking for assurance that your product or service really is what they need. To persuade them of this and improve your conversion rates we need to anticipate their questions and give them the appropriate answers.

If they want to hear about other customers’ experiences before they buy, show them the way to your testimonials page; if they are worried their new shoes might not fit properly, tell about your returns policy.

To entice them to make the next click they must see it as logical and relevant to solving their problem. Each click is a small conversion that brings them one step closer to full conversion into a sale or enquiry.

Persuasion paths increase the stickiness of your website, so that rather than just giving up and abandoning their visit, potential customers are more likely to hang around and find out more.

The key to online marketing? Know your customers.

To effectively plan your persuasion paths there must first be a knowledge of your target market. Individual visitors will have their own questions and be at varying stages of the buying process. Creating personas for your typical visitors allows you to answer their questions with more accuracy and make sure they take the next click.

Knowing which of your site’s persuasion paths visitors are following and which they aren’t is central to conversion rate optimisation. Ongoing testing is an essential part of online marketing and enables you to continually increase your website’s convertibility through constant refinement.

Contact us now to book your free initial consultation and find out how Backbone IT Group’s conversion rate optimisation advice can improve your profitability.

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Find out how you could benefit from a high quality service tailored exactly to your needs. Talk to us now. No pressure, no obligation. Free Quote for SEO and website optimisation.

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Last Updated : 25th March 2009