Chapter Three

Information Capture and Defining the Ideal Conversion Point

Information is the currency of the Internet. If you have a website visitor’s personal information, the chances of you converting him or her are infinitely greater than your chances of converting an anonymous visitor. Similarly, the more you know about your visitors, the better your chance to “convert every click.” So, how do you get the information from them? At what point in the process do you collect it, and what can you do to get them to give you more information? And what do you do with the information to move toward converting every click? This chapter is designed to answer those questions. Let’s start at the beginning.

What Is Information Capture?

Information capture may sound like cyber-espionage or some cloak-and-dagger scenario, but it’s actually one of the most important jobs of your website. Information truly is the currency of the Internet. The more information you have, the more likely you’ll be able to turn that information into money at the end of the day.

In a nutshell, information capture is when visitors give you some personal identifying information about themselves, allowing you to keep in contact with them even after they’ve left your website. Let’s define some terms here before we get too deep into this topic. A visitor is any person who comes to any page on your website. There are four types of website visitors: suspects, prospects, leads, and customers. Definitions vary, but for this ...

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