Conversion Optimization

Chapter 10. Be Iterative

THIS BOOK INTRODUCED YOU TO A FRAMEWORK that should apply to any marketing or sales effort you run online or offline. The principles of the Conversion Framework guide how you should interact with prospects, how they view your product or service, and whether they are persuaded by your offer. At the heart of the Conversion Framework is the belief that customers are the focal point of any successful marketing effort.

The first three elements of this deal with the initial part of the conversion process. These are:

• Understanding your website visitors through personas

• Gaining visitors’ trust and confidence

• Designing your website for the different buying stages

These elements demonstrated how to translate marketing information into personas that have needs, wants, and fears. You no longer talk about a generic marketing segment, but rather about a specific persona that guides the creation of every element on your website. As visitors land on your website, your first task is to convince them to stay by gaining their trust. Visitors decide whether they trust your website in less than one second. And confidence is built through a long-term relationship with your customers. Of course, not every website visitor is ready to buy. Visitors come at different buying stages. Each stage requires you to present customers with various designs and information to persuade them eventually to convert. Designing for different types of personas at different buying stages is one of the most ...