Improving Conversion

  Conversion for direct-response advertisers refers to getting a consumer to take the next step towards closing a sale. Ultimately, the goal is to make a sale, which is essentially a conversion.  At least two steps have to occur before making the sale. The first step is leading potential consumers to your product or service. The second step is to establish contact to begin qualifying the lead.  

  A very important consideration is to understand the buying cycle of your consumer so that you can offer paths for for different stages in the buying cycle. For example, consider a retailer that sells children's coats for the winter season. Since children out grow their coats, an annual purchase is probable. Research shows that the majority of parents start looking for coats in August. Parents may explore certain types of coats or where to get the best deal before the peak season. During the coat sale "pre-season", targeting these early explorers may provide a boost in sales if you can provide the information they are seeking. In like-fashion, an advertiser should make sure that consumers that are currently looking to buy have an explicit path to sale.

   For a more cyclical example, consider auto advertisers. There are consumers in different stages of the buying cycle at all times. Catering to consumers at different stages allows an advertiser to guide consumers that are in various stages of the auto buying cycle and possibly decreases the time it takes to establish contact and ultimately close a sale.

 Understanding the buying cycle is key to developing internet advertising strategies. An advertiser should first evaluate the company website to determine if the content is developed to provide potential consumers with the best shopping experience. Developing a site with a logical approach and easy-to-use e-commerce tools that cater to consumers are the best sites.

   Site evaluation and development is one way to improve conversion. There are many other strategies that can be incorporated to increase efficiency of advertising and converting consumers to sale.

 Other ways to increase conversion:

• Ad Testing of text ads, banner ads and product listings
• Always utilize "call to action" commands on ad banners
• integrate your marketing efforts
• Minimize options to focus when guiding consumers through a step

If you need help developing your online business, contact us.