Conversion architecture

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The conversion path refers to the path or pages visited in a web site that lead from the entry page (commonly a home page or landing page) to the site objective aka conversion goal. Typical goals on a web site would include: an eCommerce transaction, a newsletter sign up, providing an email address, or generating a sales lead. The conversion goal, or site objective forms the basis for measuring the conversion rate which is a percentage which measures the number of people who "convert" versus the total number of visitors during a time period. This is a valid and well accepted measurement of a web site's commercial success and is often the focus of attempts to improve profitability. A conversion path consultant aka conversion rate consultant typically starts by observing traffic reporting tools like Google Analytics (free) to determine where in the path people typically drop off the path. Steps are taken to remove any functional barriers to conversion such as: broken links, forms which fail to submit, confusing error messages, confirmation pop-ups which fail to launch, or browser incompatibility. Usability testing will typically resolve these functional barriers in a short time. (see usability testing in wikipedia). Conversion path testing is evolving into a variety of new areas which focus on communication effectivness. I.e., What messages do readers see upon finding a site? Where do their eyes track? What catches their attention? What feelings and emotions will a site, its color or its images evoke in a visitor? Towards this end much research has been done on how people read on the web see http://www.useit.com/papers/webwriting/writing.html This article addresses the method of writing for the web but it is not intended to address other important components of the conversion path review. Architects of a niche focused site, such as a software developer site would consider what their target market's dominant learning style might be. They may also do a personality profile (like Myers Briggs) of a group of developers to understand their motivations, how to appeal to them and how best to encourage them to "convert". For example research shows that software developers are not great visual learners however they are intuitive learners so information presented in a logical manner which challenges the viewer to come to the right conclusion is a far more effective communicator then a didactive visual slide presentation. A profiler of this market would also recongize that a lengthy, narrative writing style will also quickly lose the developer's attention whereas a bulleted, direct even blunt presentation of facts will have far more credibility and effectiveness. Other markets present vastly different marketing scenarios but it is not easy to determine an optimal conversion path without careful user testing.

An example of a typical conversion path or scenario might be: Viewer comes to home page identifies products page, jumps to product page and deeper to specific product information, jumps to about us page and testimonials page for company information then back to the detailed product page. Adds product to cart goes to conversion page, jumps to policies page to check how information is used, returns to conversion page, submits order then receives confirmation page. Each step in the process must be carefully review to insure the viewer gets exactly what he needs. Current and future sites are recognizing the benefit of building multiple self selecting conversion paths for different profile viewers. This is different then behavioral targeting and represents a clear direction that business oriented sites are embracing.

The web marketing professional who is focused on conversion path architecture will insure that every element of the web site contributes towards the conversion goal. They will insure that every graphic and every resource helps contribute towards the clients needs for: information, credibility, consensus, risk avoidance, and a clear value propostion. The conversion path clearly outlines a product's benefits and uses effective calls to action to comfortably move the viewer along the conversion path. The conversion path is often mistakenly viewed as a ladder however web behavior rarely follow the dictates of the theorists. Viewers jump around to answer questions and often enter sites midway thru the conversion path from search or referrals. The conversion architect will insure that clear navigation exists to allow and encourage viewers to accomplish their personal goals regardless of their entry point. Often latency exists where a customer may not return to a site for a period of time. The conversion architect will insure that whether or not cookies are allowed, the viewer should be able to find the information they need. Today's low conversion rates speak to a general lack of attention to the elements of conversion path architecture and it is important to carefully address these issues in hopes of improving the web experience for all viewers, at the same time improving the effectiveness of your site.