Online Strategy

Website Conversion Optimization–Discovery Phase

In order to improve your website’s ability to convert visitors into sales or qualified leads, we must have a solid understanding of your brand positioning and, more importantly, the greatest needs and concerns of your potential customers. Through a discovery process that more than a few of our clients have called “enlightening,” we uncover the vital information that makes the difference between a site that converts at 1% and a site that converts at over 3% (some convert traffic from all sources over 6% and paid search at over 10%). Transforming your website into a sales and lead generation machine begins with the following activities:

Determine Specific Business Goals

What, exactly, is the purpose of your website? This question is at the core of our work. The answer to it drives your entire search marketing program. There are four types of websites and each has its own specific goal:

What type of website do you have? Note: your website may be a combination of two or more types.

Develop Target Personas

The better you know your customers, the better you can serve them. Creating personas is an eye-opening process that provides tremendous insight into your customers buying process. By clearly identifying the most common questions, concerns, and attributes of your target personas, we can create persuasive scenarios that lead people from the home page to the shopping cart or contact form.

Identify Website Use Cases

It is important to understand what your potential customers will be using your website for so that you can ensure that you provide an easy path for them to accomplish their goals. Examples of different use cases include the following:

• Gathering information about your products or services

• Assessing your company's credibility

• Logging in to their account to run a report

• Purchasing a product through your shopping cart

• Locating your company's contact information

The way people intend to interact with your website dictates what should be included and provides a context from which you can organize information and create user-friendly applications and functionality.

Identify Your Target Personas Buying Processes

Mapping out the buying process your target personas use to purchase your products or services and then matching your selling process to their buying process are hands down the most valuable insights on this entire website. Focusing your search engine marketing and web development activities on this concept provides benefits far beyond the investment.

Customers will purchase goods and services in their own time and in their own way. It is your job to provide a selling process that meets their buying process. Clixo can help you do just that.

Understand Your Sales Process

How do you sell your products?Online? Retail? Wholesale? All of the above? Assuming you have created a sales process that is consistent with how customers want to purchase your products or services and having a clear idea about how your website steers people into your sales funnel are critical. From the way you present information online to what your calls to action should be, your sales process plays an important role in the structure of your site.

Uncover Your Brand

Who are you? What do you promise to your customers? Are you the Mercedes of your industry or the low price leader? Your brand dictates the theme and specific messaging of your website.
If you have never thought much about your brand, we will work with you to uncover your positioning and formulate messaging that matches.

Determine Unique Selling Proposition(s)

Why should I buy from you instead of your competitors? Having a good answer to this question can make the difference between average sales and superstar results. If you have a USP, we need to know what it is. If you don’t, our marketing experts can help you develop one.

Review and Conduct Competitive and Persona Research

Often your front line employees know what customers want better than anyone else. Instead of guessing, let’s go ask them. While we are at it, why don’t we ask your customers too? Our research is designed to verify our assumptions and ensure that we are truly positioning ourselves in a distinct way from your competitors.

Review Cross Channel Marketing Activities

Where does your website traffic originate? Our findability experts will take care of driving traffic from the search engines, but you may have guests arriving from television, radio, events, and myriad other advertising activities. Let’s make sure we have a solid plan to maximize those efforts as well.