Conversion & Information Architecture to Improve Website Conversion Rates

Just driving more traffic to your website is not the end-game.  Having got the visitors to your website, then you need to convert the visitor in to actual clients.  Conversion or Information architecture is about defining your website´s targets and goals then working towards achieving them. WSI know that Conversion or Information Architecture has to be at the heart of all internet marketing activities, from web design to search engine optimisation and from email marketing to pay per click advertising. The aim of conversion architecture is to achieve the maximum return on investment.

Why Should I Worry About This?

What is the point getting loads of visitors to your site if they do not convert into customers?  Conversion or Information Architecture is the process that improves your results to convert visitors into customers or clients.

Make Sure You Know Your Target Audience

It is important that you have a clear idea who your target audience is, in the same manner that you would in offline marketing. Having defined your target audience, the next step is to define your target keywords. These keywords are what your potential customers type into search engines to find your products or services on your website. Search engine optimisation and pay per click advertising are all keyword focused and need a well research keyword strategy. As you define your keyword list, you can then identify your target audience.

What Are Your Business Objectives

Online business objectives do vary from business to business but they might include include:

• Online Sales
• Newsletter signups
• Customer registration
• Quote Requests
• Brochure Downloads
• Appointment Bookings

Now that you know your target audience, goals and conversion values you can now implement conversion tracking. We recommend Google Analytics because it is a free, versatile tracking that can track actions including online purchases, quote requests and brochure downloads.

Conversion tracking means that you can harness visitor information and behaviour to improve conversion or information architecture. The following activities are some of the ways of benefitting from conversion architecture optimisation:

• Focusing on high converting keywords
• A/B split testing different web page designs
• Refining the conversion path i.e. Shopping Cart payment process
• Investing the marketing budget in higher performing marketing channels