The Four Key Factors For Website Conversion - By: Corte Swearingen

Before you start performing split and multivariate testing in order to improve your landing page conversion rate, there are several important factors to keep in mind.

Factor #1: Product Quality
The web can be a risky place to make a purchase. You can and rsquo;t touch the product and look at it like you can when you and rsquo;re out shopping at a store.

Nothing will undermine your conversion efforts faster than a crappy product. It and rsquo;s extremely easy for unsatisfied customers to post scathing reviews on blogs and forums. Having to defend against a product that doesn and rsquo;t meet expectations is a losing battle.

Understand that all your multivariate and sophisticated eye tracking tests won and rsquo;t mean a thing if you and rsquo;re putting out a substandard product.

Factor #2: Product Demand Versus Supply
This is an area that can trip people up. You may assume that there is a need for a particular product, but unless you have proof of that demand, you and rsquo;re better off moving on to something else.

How do you access product demand? You use a keyword research tool like Wordtracker or Keyword Discovery.

Keyword tools allow you to type in a search phrase and get an estimate of the demand for that keyword (how many people type it into the search engines within a fixed period of time) as well as the supply for that keyword (a measure of the competitiveness of the keyword).

Using a keyword research tool will tell you that writing an ebook on and ldquo;Fishing and rdquo; is a losing proposition. While the term and ldquo;Fishing and rdquo; is extremely popular, the competition for that keyword is enormous, making it virtually impossible to rank highly in the search engines.

However, the keyword phrase and ldquo;ice fishing house plans and rdquo; has a good search volume and very little competition. Writing an ebook on this topic is a much better idea and ranking in the top ten for this search term is very doable.

Before you create a product, do some keyword research to ensure your product is viable and has a low level of competition.

Factor #3: Unique Value Proposition
Every high converting sales page succeeds at helping the customer reach their goals. In other words, you must be relevant to your web visitors. One powerful way of doing this is to spend some time defining your Unique Value Proposition or UVP.

A UVP isn and rsquo;t a mission statement or a slogan. It and rsquo;s a statement that answers the question and ldquo;Why do I need to buy this? and rdquo; If you can and rsquo;t quickly communicate the answer to this question, you and rsquo;ll never achieve a high converting sales page.

Your UVP should be one of the first things your visitor sees. It must be concise, memorable, unique, and explain why the visitor needs to buy.

Factor #4: PREselling
As far as I can tell, the term and ldquo;PREsell and rdquo; was coined by Dr. Ken Evoy, a Canadian businessman and creator of the Internet company SiteSell.

Below is Ken and rsquo;s own words about his PREselling concept.

and ldquo;On the Net, effective PREselling creates a warm, and lsquo;open to buy and rsquo; mindset in your target group and gets that important click through to your monetization source (i.e., your order page, your merchant partner and rsquo;s sales site, your store, etc.). And PREsold visitors are much easier to convert into customers.

Successful PREselling content and lsquo;works and rsquo; at several levels...

1) It has that and lsquo;been there done that and rsquo; voice and flair.

2) It has specific knowledge that comes from real experience.

3) It is supported by a depth of useful information good reference material plays an important part.

4) It is spun or positioned in a way that is uniquely yours. Furthermore, it is consistent, from page to page, from e zine issue to issue, from week to month to year. And finally, it is for the customer, absolutely. and rdquo;

You and rsquo;ll find a lot of sales pages on the Net that really aren and rsquo;t complete websites. Well, I suppose you could call them single page websites, but all they are trying to do is sell a product.

Having a one page site is not going to create that nice warm and lsquo;open to buy and rsquo; mindset that Ken talks about above. In addition, the Search Engines are moving away from that single page model and looking for sites that provide more substantial value.

Here and rsquo;s my recommendation. Build a complete business website that not only contains your sales landing pages, but provides lots of additional free content centered around the wants and needs of your target market.

Creating a small site that contains 25 30 content pages based around the theme of your products will do wonders to help PREsell to visitors. In addition, each of these content pages can (and should) be focused on additional profitable keywords that are related to the theme of your product or service. Over time, this will help to bring in even more natural organic traffic from the Search Engines.

By following these four basic factors for website conversion, you and rsquo;ll be in a great position to naturally increase your website conversion rates.

Article Source : http://www.articleonlinedirectory.com/137915/the-four-key-factors-for-website-conversion.html

Author Resource : Corte Swearingen has been a marketing professional for 20 years and is the creator of the Integral Marketing System as well as the founder of http://www.small-biz-marketing-tips.com(http://www.small-biz-marketing-tips.com) and http://blog.small-biz-marketing-tips.com(http://blog.small-biz-marketing-tips.com).