Building Your Conversion Machine
In This Chapter
Why build a Conversion Machine?
Understanding the components of a Conversion Machine
Building your website engine
Fueling up with content
Lubricating the paths to conversion
Inbound marketers are attraction and conversion architects. As you build and refine your inbound attraction inputs and purchase path flow, you’ll be building a system that establishes a series of conversions that culminate in an action (purchase). I call this system a Conversion Machine (see Figure 9-1), and it consists of the following parts:
- Website engine: Building your website based on a conversion-centric architectural blueprint powers your online marketing efforts.
- Content fuel: Your website engine needs fuel to run. Premium, high-octane content powers your engine to run faster and more efficiently.
- Frictionless user experience: A Call-to-Action Map lubricates the user experience. Organizing your site based on an intuitive, natural customer path ...