Creating Your Conversion Strategy

Having the right conversion strategy will help you attain your online marketing goals. In the list below, I have outlined the key areas to focus on with websites that have non-ecommerce related conversion goals in mind, for example, getting a customer to call your business from your website, or fill in a form. I look forward to the ensuing conversations.

The following information will consist of 7 key areas in the online marketing world, each with its own sub-set group of strategies to consider.

1. Research
   1. Analytics – Make Full Use of the Power of the Web
   2. Keyword Research – Don’t Assume You Know What People Search For
   3. Customer Surveys – Straight From The Source
2. Landing/Funnel Pages/Post-Click-Marketing
   1. Conversion Goals – Knowing What You Want To Happen Is Half The Battle
   2. Predictive Paths – Customers Don’t Always Know What They Are Looking For, Help Them Find It
   3. A/B Testing – Just Because Tim Responded To Your Site, Doesn’t Mean Sally Will
3. Social Networks
   1. When, How, and Why to use Social Networks
   2. Facebook – Gaining top-of-mind awareness
   3. Twitter – Dialog (starting/maintaining conversations with customers)
   4. LinkedIn – Establishing/maintain professionalism and credibility
4. Usability/Design
   1. User Analysis – Understanding Your Site’s Demographics
   2. Flash vs. JavaScript – Does Your Site Really Need To Use Flash?
   3. Color – Black on White or White on Black? How To Use Color Appropriately
   4. Fonts/Typography – Using the Right Font At The Right Time
   5. Quality Assurance Testing – Just Because You Use Firefox 3.0 Doesn’t Mean Everyone Else Does
5. Search Engine Optimization
   1. Domain Name Research – Finding the Perfect Domain Name
   2. Content Development – If You Don’t Already Know: Content IS King
   3. Meta Tags – Don’t Forget About These Guys
   4. Conversion Tracking – You’ve Set Your Goals, Now Make Sure You Are Attaining Them
   5. Hiring An SEO Firm – What To Watch For, What Questions To Ask, and More
6. Search Engine Marketing
   1. Keyword Research – Sometimes You Have To Know Which Words NOT To Use
   2. Ad Relevance – If Your Ad Is For Shoes, Your Site Better Be Too
   3. A/B Testing – Some Ads Work Better Than Others
   4. Quality Score – Google’s Way of Making Sure Your Ads Don’t Suck
   5. Conversion Tracking – From Ad Click To Customer Action, You Should Know Who Does What
   6. Hiring A Pay-Per-Click Management Firm – What To Watch For, What Questions To Ask, and More
7. Lead Management & Customer Service
   1. Lead Management Software (CRM) – What To Look For in LMS/CRM Vendors
   2. Email Newsletters – Do It Yourself Tools To Make It Easy
   3. Support Ticket Systems – Customers Inevitably Will Need Help With Something, Give It To Them
   4. Online Chat Systems – Increase Retention, Improve Time-To-Revenue Cycles

Tagged as: conversion strategy, design, landing pages, lead management, research, sem, seo, social media, usability