Digital Marketing - Conversion Architecture

Your business web site is your primary marketing vehicle.

Digital Marketing - Ways to Engage with your customers with Conversion Architecture 

Conversion Architecture is important because virtually all websites have a set of business goals or what is referred to in internet marketing lingo as a "persuasive" purpose.  To change what people think and do online you first need to clarify your target outcomes and then make sure everything leads to those outcomes.  Therefore, it is critcal that you design and build your business website with a well defined Conversion Architecture that will result in more visitors completing the conversion goals that are set out as part of your online prescence.

Many businesses have gone through several phases of internet experience over the life of the commercial internet.  In most cases, the first phase was "I need to get a website". For many the current phase is "now that I've got a website, I need to get found".  However, many businesses stop there in their understanding of Digital Marketing and regrettably fail to recognise the most integral ingredient to a successful online business which is - "Once I get found, how do I convert more visitors to customers?" During downturns in the economy, the need for an effective website Conversion Architecture has more even weight and purpose and will have more importance to businesses.  

Your website is your primary digital marketing sales funnel - Conversion Architecture is key

From market research, your target audience is profiled primarily on their needs, pains or problems broken down by the relevant demographics, psychographics and where they are in the buying cycle (which decides their behaviour on your site).   Your goal then is to ensure that every element of your website persuades visitors on your site to take the actions that lead to the delivery of your objectives:

• Continue to pour your site visitors through your website funnel
• Monitor and measure your results
• ensure that your efforts are driving results to your bottom line.

Every click on your site is a step towards conversion.  Your site should provide reassurance with every click on your site and build confidence until they reach the final click where they convert into a customer.

Conversion Architecture is key and starts by defining your target audience and your business goals, then ensuring that every element of your site persuades visitors to take the desired actions. These elements include persuasive copy, calls‑to‑action and conversion tools like live chat or click‑to‑call technology. The guiding philosophy of Conversion Architecture is that all websites must have a persuasive purpose.  Making sure that you build your site with an effective Conversion Architecture™  is a key design approach that will result in more visitors doing what you want them to online – whether that is signing up for a free consultation or buying a new product.

Digital Marketing Conversion Architecture – The formula is 40% Audience Targeting, 40% Offer and 20% Creativity.

This 40/40/20 formula comes straight from the Direct Marketing Association's outline of parameters that determine the success of a marketing campaign. Whether or not you use diverse Internet marketing methods like pay-per-click advertising, landing pages, viral marketing campaigns, etc.,  for most businesses your website is your primary marketing vehicle.  Build it using the 40/40/20 Rule where:

• every element of the website keeps in mind the majority of users and their varied profiles
• there are multiple acquisition channels making a variety of offers
• you offer unique and personalized experiences for site visitors via creative and aesthetic design

Your local WSI Consultant in Etchingham, East Sussex can engage you in an Information Architecture™ meeting to identify the details of your 40/40/20 formula and work the magic for your website! Call and book an appointment today.