The Conversion Scientist™

Avoiding the Marketing Strategies that Don’t Convert

Design your Web site around the strategies that drive leads and sales

I had one of those meetings this week; a meeting with a company that has really come to understand the significance of online conversion in their business. I predict good things for them.

They’d taken advantage of a Conversion Sciences home page review, and had attended my workshops. It’s a good feeling to know that I’m making a difference.

They wanted to be sure spent their Web budget on the things that were going to help their business grow faster.

This is going to sound obvious, but take a good look at your own site before you dismiss this statement: They decided that focusing on strategies that would generate leads would alleviate the need to invest in things that didn’t. They would save money and sell more.

That makes sense, doesn’t it?

So what should you be investing in?

Find out which conversion strategies you should be building your Web marketing programs around. I’m covering the Five Core Patterns of Conversion Marketing for Search Engine Land’s new Conversion Science column.

The first pattern is “The Brochure.” Most of the business sites on the Web are like an online brochure. But “The Brochure” is not designed to convert. It’s purpose is to support sales, often after the visitor has already spoken with a salesperson.

If you have a brochure site, you may discover that you really need a site based on one of the other four patterns: a Portal, an eCommerce site, a Considered Purchase site, or a Site as a Service.

Over the next four months, I’ll be digging into each, helping you choose the right pattern for your business, and highlighting the conversion strategies that you must get right for each.

The next installment is coming next week. I’ll send you an email when each of these go live if you subscribe to The Conversion Scientist.

Photo courtesy http://www.sxc.hu/profile/rometree

RISEAustin Podcast: Your Key Web Site Strategies

What is your Web site pattern?

I’ve boiled down the entire universe of Web sites into five patterns: Brochure, Portal, eCommerce, Considered Purchase, and Site as a Service. So far, no one has been able to identify a sixth unique pattern. Which are you?

Here’s the full presentation I gave at RISE Austin, an amazing and unique conference in which businesses present free sessions to entrepreneurs all around the city.

We are lucky to live in Austin. Enjoy the audio and slides.

Download | Subscribe to Podcast

ConversionCast: Convert Someone to Your Valentine at Flavia

Is Flavia going to help us get some x’s, o’s and some !’s?

It’s time for another special ConversionCast compliments of our friends at Flavia. We look at the three strategies that will make or break an eCommerce site:

• Categories
• Product Pages
• Checkout Process

We also take a hard look at their Home page.

Flavia has one thing going for them: they have metrics installed. In fact, they are double covered with metrics from Omniture Site Catalyst and Google Analytics. This means they know if a change will make a difference in their sales.

More ConversionCasts

Will their customers be their Valentines by buying their products? I’ll try to find out for you.

You can submit your site or landing page for a ConversionCast. Don’t miss our ChristmasCast if you’re into Holiday conversion.

“Valentine” courtesy Daniel Adam Johnson via the Podsafe Music Network