By Hartland Ross

It used to be that driving traffic was the major metric to track driving stock prices up and entrepreneurs touting their successes, however, we have all come to recognize that traffic does not equal sales.  There are many factors that contribute to a successful campaign including the source of the traffic, the offer itself BUT also your website’s ability to convert visitors into leads or customers.  There are many factors that contribute to increases in conversions.  A partial list is included below:

• Are there third party security verifications on your site such as Verisign, Thawte, Hackersafe etc
• Are there any dead links?
• Does your landing page relate to the ad or offer the person clicked on?
• Do you even use a landing page?
• Does your landing page have additional links to other information that will cause leaks much like a leaky bucket for visitors to leave?
• Is the checkout process too long?
• Is it obvious what you want the visitor to do?
• Is there an appropriate and balanced use of graphics and text?
• Are there testimonials on the landing page to support the offer?
• If you are doing lead generation, are you asking for more information than you really initially require?
• Have you tried playing around with the layout, buttons styles and wording and use of colors?
• Is there a sense of urgency in your offer?
• Do you spell out the benefits of your offer and not just a list of features?

I highly recommend you go through your site with the above in mind.  If you have any questions, feel free to contact us.

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