“Conversion Architecture” is a term that was coined years ago by WSI and it refers to the art of designing websites that are built to convert website visitors into actual prospects. There are many aspects to this, far more than we can cover here. Some of the general areas of concern include content, positioning, calls to action, colour schemes, navigation and more. Even professional marketing companies that don’t specialize in internet marketing are guilty of building websites that lack quality Conversion Architecture.

So how big of a difference can it make? Let me give you a scenario with real figures to explain. A client has a website and the average sale is worth $750 with a 20% margin for a profit of $150 per sale. Historically they averaged 1,000 visitors to their website per month with 5% of them inquiring and becoming a prospect (50 prospects) from which 20% convert into customers (10 customers). Their website generated $7,500 in revenue per month with a profit $1,500 per month. By incorporating effective conversion architecture they were able to increase the number of visitors that inquired and became a prospect from 1 out of 20 (5%) to 3 out of 20 (15%). That change alone tripled their revenues to $22,500 and profits to $4,500 per month.

In many cases the most cost effective way to increase revenue for your business isn’t to get more traffic, it’s to focus on how to turn the traffic that you have into business. You are welcome to contact me for more information on conversion architecture.