Conversion Architecture™ Platforms
It’s all about customer engagement
As a retail business owner, how often do you make a choice not to settle for rudimentary changes that generate average results and please only the average customer? Many of us are guilty of this kind of complacency not realizing that by catering to the “average” site visitor, we are probably ignoring the greater majority of our prospects who demand personalized attention. Retail businesses that seek to integrate their overall marketing strategies and align them with the goals of a majority of their website users can achieve great results.
When utilizing best of kind Internet marketing tools, your site can be your primary marketing vehicle. But what value will a website bring to your retail business if people are visiting your site and not completing the desired action (i.e.: making an online purchase, subscribing to your promotional campaigns, visiting your store, etc.)?
Your website is a sales funnel, just like your store
Your target audience can always be profiled primarily on their needs / wants / pains / and problems. This can be further broken down into demographics and 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 (conversion). Conversion on your website means the visitor completing your desired action or objective. Pour site visitors through your website funnel while monitoring and measuring their actions to ensure that your efforts are driving results to the bottom of the funnel and your bottom line. Remember that every click on your site is a step towards conversion. Visitor satisfaction with every click on your site should build confidence until they reach the final click where they convert into a customer.
Conversion Architecture™ starts by defining your business goals and target audience, and 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. Building your site with Conversion Architecture™ in mind will result in more visitors doing what you want them to online – whether buying a new product, signing up for your VIP Club or printing off a coupon.
The 40/40/20 Rule
Conversion Architecture™ follows the 40/40/20 Rule – 40% Audience Targeting, 40% Offer and 20% Creativity. These figures come from the Direct Marketing Association (DMA) in its outlining of parameters that determine the success of any retail marketing campaign. Whether or not you use diverse Internet marketing methods like pay-per-click advertising, landing pages, viral social media marketing campaigns, etc., you can always think of your website as your primary marketing vehicle. Build it using the 40/40/20 Rule where (a) every element of the website keeps in mind the majority of users and their varied profiles; (b) there exist multiple acquisition channels making a variety of offers and (c) aesthetic design and creativity offers unique and personalized experiences for site visitors.
WSI Retail Group 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.
- eMarketer estimates that marketers around the world will spend $6 billion on social networks this year
- Source: eMarketer, 2011 - eMarketer estimates that time spent with mobile devices is rising faster than any other medium, up 28% in 2010
- Source: eMarketer, 2011 - 69% of Canadians surveyed who purchased product or service in-store after "window shopping" online
- Source: Canadian Retailer
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