Defining Conversions

Conversions are any change in a viewers behavior based on your message. Usually online this means clicking something but not always. Consider the following common conversions:

• Increased awareness of a business brand, product, service or person.
• Conversations or references for a business, person, product, service or article.
• Enhanced understanding of an issue that leads to more or less use of…
• Make a purchase
• Click a link

Increased Awareness

This is usually branding or making someone or something more recognizable to a viewer. This comes in handy for people looking to raise their stature in their industry or community. A great example of this are the politician’s websites that are gearing up for the November elections. Common examples are just about every business website out there - they all affect the brand of that business (for better or worse).

Conversations or References

If two people I’ve never met have a conversation about something I wrote that article is successful. If I can get people to link to something I wrote even better. Conversations and references are word of mouth or viral marketing. It’s a tough thing to make happen but always worth the effort.

Enhanced Understanding

Enhanced understanding naturally leads to people doing more or less of something. For most businesses they want the viewer to do more: buy more of our stuff!
But a non-profit may want people to do less: stop smoking, consume less energy, etc. The viewer has to make a choice to either ignore the message or accept it.

Make a Purchase

Making a purchase may come from enhanced understanding but it’s really about the value proposition and how your goods stand up against the competition. Competition that’s just a few clicks away online. Is your pitch good enough to get the viewer to stop what they are doing and navigate through your checkout process?

Click a Link

Learn more, order now, and subscribe are the most common calls to action I see. Then there are the ads including affiliate programs and contextual (Adsense). Sometimes getting the viewer to click the right link is the trick. Usability is the key to get viewers to click the links you want.

When I think of conversions for websites these are the categories I place them in. Once I know what types of conversions I’m looking for I start to define my market: not just people interested in “product x” but also people that will request more information or tell a friend about it or… whatever I want them to do. It’s a special type of person that will convert at all and a rare person that will do it the way I want.

I think that is overlooked on most websites. Traffic for the sake of traffic does not help your brand and can hurt it a great deal. Building traffic to increase conversions is as old as the internet. If you have 1,000 visits per day and 2% convert then if you get 2,000 visits per day your sales numbers double. Simple enough but what about the other 98% of viewers that didn’t get what they wanted? You also doubled the number of frustrated viewers which hurt the brand.

By knowing what you want your viewers to do and building the site around that your viewers will be much happier and your conversions will increase by percentages. How different would your bottom line be with a 5% increase in conversions?

source : http://www.14thc.com