The document discusses optimizing websites for conversion and engagement. It defines conversions as actions like registrations, sales, and sign-ups. It presents a conversion equation that factors in motivation, value, incentives, anxiety, and friction. It also notes that over 70% of consumers would be more likely to buy online if products were described in their language, and over 55% say language is more important than price. The document promotes learning more about one's website by visiting the provided link for free book chapters.

1. Optimizing Websites for
Conversion and Engagement
by
Philippa Gamse, CMC
© 2012 Philippa Gamse

2. What is
Conversion?

3. Conversions
• Conference / meeting registrations
• Exhibit sales
• Sponsorship sales
• “Call for papers” / abstract submissions
• “Keep me posted” sign-ups
• Exhibit / sponsor information requests
• Schedule downloads
3

4. Conversion equation:
C=
4m + 3v + 2(i - f) - 2a
Source: Marketing Experiments
4

5. Conversion Elements
• Motivation
• Value
• Incentive
• Anxiety
• Friction
5

6. 1.Over 70% of consumers would be
more likely to buy a product online if it
was described in their own language
2.Over 55% of consumers say that
the ability to read in their own
language is more important than price
Source: Common Sense Advisory, Inc.
6

7. Do You
Know?
. . . what you don’t
know about your
Web presence?

8. Free sample chapters at:
www.websitesthatwin.com/book-preview.html