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

When a visitor provides her contact information, she is officially starting a conversation with your business, and you are obligated to carry your end of the conversation. Anything less is a broken promise.

Small increases in your conversion rate result in big savings on marketing because the cost of acquiring each customer goes down.

Understanding your visitors’ triggers is your golden key, as this knowledge changes the types of navigation and categories you’ll select.

Mongoose Metrics (MongooseMetrics.com) and If By Phone (IfByPhone.com) are two companies that track callers back to their source.

five primary conversion formulas: The brochure The publication The online store The consultative site The online service.

Online stores may be allowed to text shoppers when an out-of-stock item becomes available.

“the pages I bring people to should keep the promise I make.”

efficiencies on the conversion side of the equation do more than save money—they are a lever that raises the effectiveness of all marketing. They reduce the cost of acquiring new leads and sales.

Conversion is about providing the right information in the right format at the right time. An irrelevant page will never convert, no matter how much you optimize it.

Because the conversion rate is a fraction, there are two ways you can increase it: 1. Get more visitors to take action, or 2. Reduce the number of visitors to the site.