Conversion Framework

INVESP Conversion Framework: The thought behind the solution:

INVESP’s conversion framework was developed to help you increase your site conversion rates by providing your site visitors with an exceptional user experience. Every aspect of the framework was carefully crafted, designed and tested so that our clients achieve the highest positive returns on their online investment. Our main goal is to create a more visitor-focused and client-centric site for your customers. And with the combination of strategies used by our three unique disciplines; usability principles, marketing strategies, and software discipline processes, we will help you realize your online objectives and give your users a better site experience.

The INVESP conversion framework is based on our eight guiding principles which have been created to help you focus on gaining your visitor’s trust, guide them through your conversion channel and finally win their business.

Client focused site to deliver a better user experience: every element on your page must anticipate what the user wants and looks for. The goal is make your site experience a memorable and lasting one for your visitors. However, it is easier said than done. Every visitor comes at a different stage of the buying process and with a different personality. Some people like detailed pages with endless amounts of information about all aspects of your products or services; others are looking for quick and short answers. In order to deliver a better user experience, your site needs to match the criteria they are looking for by adhering to each and every individual visitor.


2.	Build the user confidence: Before a user is ready to make a decision to buy or convert into a client, they need to gain confidence in your business. They need to know that you will deliver on all your promises. It is not only about your company, it is also about the quality of services and products you offer. There are many elements on your site that must be evaluated from a user confidence perspective. These include site design and navigation, site performance, security holes, product and services presentation.

3.	Keep your on-line visitors “hooked”: You need keep your visitor on for as long as possible until they click the call to action link. This is achievable through well-crafted and interesting content. If your site is boring, lame, and does not offer anything beneficial or useful, your visitor will not last 1 minute on it. Your site must always bring visitors back for more. How can you do that? Through adding content or useful tools they can use. When Amazon.com first added reviews on their site, it was a sure way to bring people back to visit them again and again. The idea was born from a simple observation. How do people choose what book to read next? They ask their friends and family for recommendations. Take a simple concept like that and apply it online by allowing users to see what other people recommend.

4.	Understand the impact of buying stages: Each user comes at a different stage in the buying process. Some are just browsing, others are looking for specific information or comparing prices, and others are ready to buy. Each of these stages requires site elements to be designed and structured in a certain way to deliver the information the visitor is looking for.

5.	Identify Personas: Each site visitor has a unique personality. In order to meet the needs of all personality types, your optimized conversion solution must be molded and crafted to convince each visitor to purchase your services or products, sign up for your newsletters, or establish a membership with your organization in a separate and distinct way.

6.	Deal with objections, doubts and uncertainties head on: Even if you have the exact product or service your visitor is looking for, the site visitor may still decide to leave your site without making the final decision: click to buy the product, subscribe to a newsletter or whatever your conversion goal may be. Ask any good salesman what kills a sale and he will tell you that you most likely you did not deal with the client’s objections. But that’s much easier in the offline world since they are able to read the customers reactions and answer any objections immediately. But how do you deal with objections online? Well, most importantly you need to identify each of these objections in order to deal with them. You can achieve this through client surveys, putting yourself in your customer’s shoes, and asking outside sources for input on the site.

7.	Create copy that captures the user interest and answers their questions: A key element to captivating your online visitor is through well written and well structured copy. There are so many elements to consider when creating copy including ensuring that it is client-centric and visitor-focused. This means you need to reduce saying “we,” “our” or “us.” You need to create the copy with the client in mind; what are they looking for, how will they perceive each statement, etc. Also, identify through testing what appeals most to your clients; long or short copy? These are a few of the many questions that must be considered in order to capture your visitor’s attention.

8.	Implement in an iterative manner: Any successful online project must be delivered in an iterative manner. By following a dynamic approach, there will always be room for improvement. It is important to remember that once your page is ready on your site, it will be used as the baseline. Once you analyze the conversion for the baseline you begin defining your goals and work towards achieving them. Because visitor response to online change is immediate, we like to build smaller blocks, make smaller changes, test them and improve their performance. Using analysis as a driver of the enhancement process will help you achieve stronger results, faster.

Why is selling online so difficult?

How long did it take you to discover that selling online is not easy!? In the late 1990s, it seemed that the internet was the solution to everyone’s marketing problems. Companies raced to create fancy websites with flash animations and fill these sites with the same marketing they have been using offline for years. And, to everyone’s surprise, online sales sagged, and clients did not respond to online marketing messages the same way they respond in the offline world.

However, marketing online can be a marketer’s dream come true. If you understand the web, tools available, and your audience you can get instantaneous feedback about your marketing message. You can adjust the message, test it and adjust it again and repeat the process until you are satisfied with the results. The online world gives you large amount of information about your site visitor. That information spans demographic, geographic, and behavioral aspects. As a marketer you can utilize that information to tailor fit your message based on your site visitor.

Remember that in the early 80s, a show like the Cosby show had

close to 70 million viewers. On the other hand, the top rated show
now-a-days, does not get more than 25 million. Why? Shows today are more targeted.

So, while we perfected how to dissect our target clients, we are far from knowing how to sell to these clients. How do you sell online? The consumer online does not want to be sold to, so you do not sell online. The consumer loves to make the buying decision, so your site guides them through that buying decision. Remember if you do not offer and present your visitor the information they need, they are one click away from leaving your site. And the result is an average site conversion rate below 5%.

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