Nearly every website has a conversion objective. Book publishers want to sell books. Authors are usually trying to build a following. Public speakers build their marketing platforms by increasing their speaking opportunities.
Whether or not the primary goal of your website is direct sales, there’s almost always a conversion goal. And nearly every site can do a better job of conversion. Bryan Eisenberg warns, though, not to blindly copy some other site’s standards, or the industry’s “best practices.”
In his article, How to Decrease Sales by 90 Percent, Bryan cautions to be careful of conclusions drawn from case studies. “Many companies try to emulate more successful competitors,” he warns, “without really knowing what they’re copying. What you need to do is uncover the key factors that influence your audience to convert.”
What’s your conversion rate? What’s your conversion objective? Can it be better? How do you know? Have you tested each of the elements? Will you test them?
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