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

if you’re going to convert, you’re going to have to publish.

Since the turn of this century, we have invested most heavily in driving traffic to our sites. More visitors means more sales, right? As competition heats up, competitors are driving up the price of paid search ads. They are crowding us off of “page one,” requiring us to redouble our efforts to keep our rankings high. Google, Bing, and Yahoo contro

for the other formulas, design and layout are supportive of the strategies I present. For a brochure site, design and layout are fundamental. The other sites may get away with a poor design, but a brochure site won’t.

mobile phone owners see their phones as very personal and private. They are reluctant to share their cell number for fear of receiving promotional content via text, or SMS. The carrot that you dangle in front of your site visitors to entice them to enter their mobile number must be highly relevant and valuable.

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.

Remember that a consultative site is selling informational products. Render your PDF reports and eBooks to show what they would look like if they were printed and bound. Provide pictures of DVDs complete with labels to highlight your online video. There are a number of online services, desktop software, and Photoshop plugins designed to render real

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

Too many businesses fail to continue to communicate with their “leads.” Marketing doesn’t want to “spam” them with email and junk mail, so they stop the conversation altogether.

“Virtual URL” and “Event” features for tracking outbound clicks.