Conversion is a fickle subject. You may not know this but, conversion rests upon opinion and shrewd judgement rather than figures. I'd like to share something I’ve learned about conversion which you may find interesting, it is a little tip bit I’ve used for some time now to increase website conversion. 

To increase conversion you take on the arduous task of testing and tweaking, a paradox which sometimes leads to dead ends. Testing and tweaking is a practical solution to increase conversion when you're already making sales. However, if you're not making sales then you need to take a step back, take an objective look at your content and ask yourself “am I connecting with the readers key needs?” and “am I capturing and engaging the reader?” or “am I sparking their interest?”

There is a common theory that on average a reader will view a product 7 times before making a purchase. It is no surprise then that long copy converts, but lots of content makes no improvement if it doesn’t engage the user in a way that captivates and stimulates their interest.

To stimulate the reader and increase conversion I use what I like to call the “lightbulb moment”.

The lightbulb moment happens when you spark the interest of your potential customers by telling them something about the product/topic that they didn't know. To achieve the lightbulb moment we need to take an objective look at the product we’re selling and compare it to the market we’re selling to and more importantly, what will stimulate the customers interest and spark the lightbulb moment.

The way I like to do this is to create a list under the concept of “you may not know…”

So to do this, visualise the product, think about the market and write down some bullet points.

you may not know: “you can actually…….”

you may not know: “it’s actually really simple and easy to…”

you may not know: “that other products don't xxxxx because….”

The whole idea is that debunking the readers micsconceptions with your positive facts about the product/topic stimulates them to understand that you and this product know better, that you understand it more and that you know how to make their life easier. This happens subconsciously and leaves the reader gagging for more information.

Capturing the readers attention like this leaves them with a desire for more information, you’ve effectively hooked the reader into a position were they want to be persuaded, so now it’s time to engage them again and again by bombarding them with more facts and give them a proposition or an offer they can’t refuse.

By creating and following a structure around conversion for each webpage of a site you can more effectively split test conversion because you will understand that each paragraph in the content has a purpose which is aimed increasing and developing conversion.

Do you understand conversion?

Head over to http://www.ph-creative.com and drop us line so we can give you the wealth of insider experience we have been using to increase clients conversion for years.

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