WSI Retail Buzz

Leading the horse to water AND making it want to drink!
 
When designing an online interface, whether it is a website, a landing page, an ad or an email newsletter, the primary objective is to get users to take positive action, i.e. to convert.
Conversion Architecture is the wireframe or blueprint that determines the form and function, look and feel, visual content and copy of any online interface. From an Internet marketing perspective, it is based on the fact that a user (viewer / visitor / reader) has a need that must be fulfilled. If your website, landing page, email piece or pay-per-click ad fulfills that need quickly, efficiently and offers the user a good experience, you are closer to conversion, closer to closing, closer to improved business performance.
The Internet marketing landscape is changing at the speed of thought! Traffic building strategies like link exchange and pay-per-click (PPC) advertising are no longer enough because more traffic does not mean more profits or more business. Search engine optimization (SEO) which involves tools, techniques and technologies to improve your online search rankings has evolved into conversion rate optimization (CRO). The bottom line is, if you are aren't converting, your target audience is going to the competition. They still have a need that must be fulfilled, remember?