Completing a Conversion

Even after a visitor has decided to respond to your call to action, you may still not get a conversion. This is especially true if the visitor is acting on impulse and does not feel like they desperately need the information, product, or service that you are offering.

Here are some items that can affect whether a visitor completes the conversion process:

Subscription form length
Make sure every field is necessary. It may be helpful for you to know someone’s age when the user signs up for your newsletter, but is it necessary? With the short attention span of Internet users, many will not be willing to spend more than a minute or two filling out your form.

Required fields can be a deal killer. To purchase a product a visitor may need to supply you with their credit card information and mailing address, but is their phone number necessary?

Security reassurances
If the visitor gives you their phone number, e-mail address, or credit card information, can they trust you not to abuse it? Make sure you point out security features your site has and provide clear links to your privacy policy.

I need to think about it longer
You will get plenty of visitors who start the conversion process, but then for one reason or another do not complete the process. Perhaps they could not find their credit card, or maybe the phone rang and they got distracted.

This is when outreach marketing programs like Stay-N-Touch Marketing 2.0 can be a huge benefit.

With all the questions running through your visitors’ minds, not to mention their natural skepticism, it is little wonder that conversion rates are typically in the single digits. To be successful, you need to understand the importance of site statistics and have a program that provides you with feedback on your conversions.

Do not be discouraged if your efforts do not yield instant results. Remember, it takes time to refine your message and identify exactly what works best for your customers.