Your Customer Creation Equation: Unexpected Formulas of The Conversion Scientist™

You can’t drive traffic to any old website and expect good things to happen.

A landing page is a specialized page with two primary goals: Fulfill a promise made to a visitor Call that visitor to take action.

those that sell online services have a clear advantage: Prospects can sample the service right there on the site before they buy.

For a consultative site, you cannot talk only about your company and its products. You must talk about how your visitors can solve their problems and the problems of the stakeholders they report

The litmus test is simple: Anything that supports the decision-making process belongs on the landing page, and anything that does not is likely to reduce your conversion rate.

Every link is a promise. Every time someone finds one of your pages on Google, it carries with it a description that sets their expectation. Every time you send an email or post a tweet pointing back to your content, you are making a promise. “Learn More” is a promise to inform. Even the venerable “Click Here” carries a promise

This is the scientific method. Evaluate existing information Develop a hypothesis Test your hypothesis using an experiment Measure your results Take action on the new information.

Business people are still people.

What is the difference between these high-converting sites and the rest of us? Most of these sites enjoy great brand recognition and this translates into buyer trust. Your business may not have this same level of name recognition, so you have to work harder to build trust