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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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The Myth of Perfect Conversion

Don’t make the mistake of assuming that every visitor is a potential prospect that will become a repeat, long-term buyer of your goods or services. That would be a delusion. The mythical 100 percent conversion rate simply does not exist.

There are three types of visitors to your website:

1. Noes—Those who won’t ever take the desired action

2. Yesses—Those who will always take the desired action

3. Maybes—Those who may take the desired action

You should completely ignore the first two and concentrate on the last group.

Let’s examine this concept more closely.

Some visitors to your website are not prepared to take action. They may be unable to afford what you sell. They may work for your rival and are merely checking ...

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