From Creative to Conversion

What, how, and why conversion rates are an important part of your creative message. Determining your conversion rate is one of the most important metrics in determining the success of your campaigns. If you can’t determine accurately the rate at which your campaigns are achieving its desired results, you can’t make improvements to it.First, if you don’t know what a conversion rate let me explain, it is the percentage of unique exposures that take the desired action upon engagement of your message or offer. This is the same if it is a sales letter, web site, banner ad, or online display ads as they are now called, PPC, print media, email, ECT. The desired action can be whatever you decide it to be. Click here, call us, make a purchase, download a white paper, fill out a form, whatever it does not matter it is all the same. The process by which you get your unique subjects to do that clearly is not.To figure out what your conversion rate is you can use this formula:Conversion Rate=Unique Actions/Unique ExposuresNext:Tips to increase your conversion rate and squeeze more actions out of your unique exposures

Eye Tracking and Banner Blindness

All this talk about foveal eye gaze and eye tracking has one wondering that we may be missing out on the most important part and that is ease of use. OK so you can see what people see when they come to your site and you have optimized you site to work to over come the foveal eye gaze issue but what if your site is confusing to  very audience you are trying to attract.  If customers think that some of the site information you present is really  advertising information they are likely to skip right over it or go some were else.So how do you put convert important information into a graphical banner and keep your customer from ignoring it. Simplicity and continuity. Don’t have a your site in say pink and have a big ad or discount coupon in red. Customers will bounce. For example look at these two sites selling the same items both what to engage the customer but look at site one.   The live chat button is RED and LOUD and does not flow with the rest of the theme of the site, this can cause a guest to skip right over intended objective. Yes I know you want them to buy not chat but just to give you and idea.    Or look at Wedding Favors to Go. The Live chat button compliments the site and has a better chance of being clicked, we know this because we test. When we used a bold non site related color we saw a .5% decrease in click thoughts than the same live person button with the new color. Now that may not seem like much but in the world of conversions it means everything.