This document provides tips on improving website conversions by understanding visitor behavior and implementing a clear call-to-action. It discusses capturing visitor attention through useful content, then generating interest by focusing on specific benefits. Desire is created through reassurance and empowering visitors with information. Finally, a strong call-to-action gives clear directions to get visitors to take the desired action. Calls-to-action should be used on every page to guide visitors through the process from awareness to action.

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The art and science of turning casual visitors
into paying customers

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• Jerry Bates - Founder | FittingSites.com
• A "traditional" graphic designer who discovered
a love for web design.
• Started FittingSites.com in 2009.
• Launched over 40 websites to date - approx. 1
new website every 3 weeks!
• Website conversion has become a passion
and critical part of my business.

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• Online brochure - To provide information
about products, services, Etc.
• Virtual storefront - To sell products online.
• Internet billboard - Drive traffic to my physical
location.
• Validation - Build your "brand" or look "bigger"
than you are.
• Competition - Everyone else has one.
• Not really sure - You just know you need one.

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7. “The only purpose of
advertising is to sell. It has
no other justification worth
mentioning”
Raymond Rubicam - American advertising pioneer

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• They are not always a "hard" sale.
• In fact, they rarely are.
• Approx. 96% of visitors are not ready to buy...
yet.
• They are realistic and actionable. The easier,
the better (and more successful.)
• Should always place the prospect in your sales
funnel.

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Encouraging a visitor to
fill out a form, email, or
call you.
Great conversion if you
are good at selling your
product or service
directly.

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Asking a user to click
through to something
else, such as an
download link or a call-
to-action button.

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Driving traffic to specific landing pages that
feature information you would like your visitor to
know. This could be a blog post, a product
information page, etc.

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Encouraging a visitor to
subscribe (either RSS or
newsletter) or connect
with you via social media.
Creates the opportunity
for many repeat
conversions through your
content.

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Connecting with a user on a
personal level through blog
comments.
This can be a tricky conversion
(not everyone is a writer) but
rewarding if it sparks a
conversation, draws other
visitors in, etc.

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Compelling a visitor to share information about
you with their followers. This act adds credibility
to the information shared with their audience.

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Creating (or acknowledging) a need for a product
or service and making it easy and intuitive for
them to complete the sale.

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• Your core business - Consider the 80/20 rule.
What accounts for 80% of your business
income?
• New offerings - products and services with
the potential to generate excellent sales and
cash in the future.
• What do YOU want to sell? - This is an
individual decision.
• What you decide here should be the focus of
your website and your conversions!

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• Lifetime Value - Total amount of a customer’s
purchases over the years.
• Longevity - How long customers have been
buying from you.
• Profit Generated - Total profit from each of
your customers instead of total sales
generated.
• This determines who the conversion is for, and
helps you understand how to "speak" to them.

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• Customer Demographics - Age, gender,
location, disposable income, etc.
• Reason for buying the product - I.E., the
benefits as the customer sees them.
• Perception - How the customer perceives your
product or service compared to the
competition.
• The better you can answer these questions,
the better your ability to convert.

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28. “Failing to plan is
planning to fail”
Alan Lakeinell - Personal time management author

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30. The AIDA model

31. “The four major cognitive
phases that buyers follow
when accepting a new idea
or purchasing a new
product.”

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• Are you talking to me?
• Do you have something I want?
• Why should I get it from you?
• What will I have to do to get it?

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• Make sure that there's continuity and flow.
• Support a visitor's progression through each of
the steps.
• None of the steps can be skipped.
• All of them must happen in sequence.
• Be careful and patient; each step is an
opportunity to bail out.

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• "Are you talking to me?"
• The internet (and your website) is full of
distractions.
• Modern web surfers have "built a wall" around
their attention.
• Modern web surfers are "scanners" of content.
• Capturing attention is as much about
permission as it is about interruption.

35. “Your website needs to
convey immediately why
the visitor should spend the
next several minutes of their
life reading what you have
to say!”

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That includes the time it takes for your site to
load in the browser

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• Useful Content - Especially if supported by great design.
• Clear Information - Logical hierarchy with large headings
to break up text.
• Simple Language - Powerful and easy to understand
copy.
• Compelling Images - Especially images that convey at
least one benefit.
• Above the Fold - Important things at the top.
• Fast - Optimize your page load time.

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• Distracting Design - Including animations
and/or even music.
• Poor Content - Disorganized or non-existent.
• Choice Anxiety - Too much to choose from.
• Advertisements - Shift attention from your
content to their content.
• Entry Pop-ups - Pop-up offers or signup nags
that block the page content.

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• "Do you have something I want?"
• Satisfy this question by informing the visitor
about your products or services.
• Interest, like attention, is fleeting...

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Understand what features of the product or
service are important to visitors.

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In other words, get to the point, and don't try
to be clever.

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• Understand and identify the visitors need and/
or pain point.
• "You" focused language - write like it's a one-
to-one conversation.
• Give just enough detail to entice the reader.
• Bullet points work - brief, easy to scan,
digestible.

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• "Why should I get it from you?"
• Goes hand-in-hand with Interest
• In fact, it can sometimes be difficult to tell them
apart, except for one critical difference...
• Once you have their attention and interest, you
have something very precious: Their time.

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But you can build desire through careful
reassurance of the readers feelings.

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• Blog.
• White papers.
• Features and benefits.
• Demonstrations or "try before you buy."
• Pictures.
• Arm them with the information they need to
make an informed decision.
• They will feel empowered and understood.

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• Trustmarks.
• Testimonials.
• Competitive comparisons.
• SSL certificate (ecommerce).
• Social media.
• Be open, honest, and transparent.

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• Don't rush or "hard sell"
• Let visitors dictate the terms of their
relationship to you
• Option to stay anonymous.
• Make information available in whatever format
is easiest or appropriate to them.

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• Creates the appearance of demand.
• Make "buying in" feel like a special privilege.
• Nobody like to feel like they've "missed out".
• Effective in the right situations, but don't rely on
it solely.

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• "What will I have to do to get it?"
• Lead customers towards taking action that
results (finally) in a real conversion.
• Just because they realize they want it doesn't
mean they're convinced they should get it from
you.
• To help convince the visitor, you need a good
call-to-action!

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55. The AIDA model

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• Strong Title - Captures the visitors attention
as quickly as possible.
• Focused copy - Informs the reader of the
benefits of a product or service to create
interest.
• Address Pain Point - recognizes reader's
needs and fears to build desire.
• Offers a Solution - Provides a clear action
that promises to resolve this pain.

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• Visitors rarely connect the dots on their own.
• If you don’t offer directions, they are far more
likely to wander away and never return.
• A good CTA is like an "exit here" sign on the
highway.

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• Bold Use of Text - Can be read at 80 miles
per hour.
• Incredible word-economy - The best
billboards communicate their primary message
in fewer than five words
• Uses strong images - Both to tell a story and
to appeal to your emotions.
• Provides clear actions - I.E., turn left at the
next exit.

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• Never assume your audience knows what you
want them to do.
• Use active language such as “click here,” “call
now,” or “order today.”
• Guide your prospects through a series of
actions that ultimately result in a conversion.

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69. U%! $-!. EVERYWHERE!
• Every page on your site is a landing page.
• The first point of contact your potential
customers have with you may be on a internal
page, or a blog article, etc.
• A CTA on every page of your site!
• Doesn't have to be the same offer on every
page.
• Sidebars are great for global CTA.
• Put you CTA in your content.
• Also as links in your content.

70. I) S+..'r0
• Have a goal for your website and stay focused.
• Identify your best product/service.
• Understand your best customer.
• Build a conversion process utilizing AIDA.
• Create strong calls-to-action to drive those
conversions.
• Have calls-to-action on every page of your site.

71. &')1 0(+ f(r 0(+r '$$!)$#()!
• Follow: Facebook.com/FittingSites
• Learn: Youtube.com/MyFittingSites
• See what we do: FittingSites.com
• Let’s talk: FittingSites@gmail.com

72. www.webstrategycamp.com