Online conversion is often seen as something that takes place on a webpage. Frequently you hear about webpages being optimised or made more usable. This can lead to the false conclusion that the focus of our optimisation attempts is the webpage. However, the real focus of attention must be on the mind of the online prospect.

The web page is a medium for us to engage with the visitor (prospect), to answer their concerns that naturally arise upon arriving. There will be some universal concerns, such as where am I, what can I do and can I trust this site. But there will also be particular concerns, depending on whether the site is an e-commerce site or one designed to generate leads.

conversion – it’s a process

Conversion is not a single act, but a series of steps. By understanding the nature of conversion, it makes it easier to understand and engage with the prospect at each stage. The objective of the online marketer to move the prospect forward (create forward momentum) to the next step and minimise leakage along the way. Creating forward momentum can only occur if the anxieties of the prospect are quelled at each step of the process.

The number of conversion steps will vary depending on the channel source and the objective. For example the number of conversion steps for purchasing online or registering for a newsletter are different, the anxieties in the mind of the prospect are different. However, in order to get the sale or lead each conversion step along the way must be completed in a way that compels the prospect to move forward.

A common mistake in the case of a shopping cart is to assume that because a visitor has added an item to the cart it will then be taken forward to payment. There are still at least two further steps along the way in which the visitor has to proceed through before the product has been purchased. The objective of the online marketer is to ensure that there is sustained forward momentum for the visitor to continue.

It is interesting to note that in those final steps to “getting the online sales”, about 60% of shopping carts are abandoned. While some of this abandonment is due to poorly designed shopping carts, the major factor relating to abandonment is related to how well the online marketer engages with the prospect to answer anxieties.

At each step in this process different different anxieties will surface in the mind of the prospect that must be addressed. For example, is this a good quality product, will I be happy with it, can I trust this website. Each of these anxieties need to be addressed.

There is an arsenal of means by which a online marketer can overcome these anxieties and maintain forward momentum. This includes the use of appropriate testimonials from others who have bought the product, and who have expressed praise for the level of service and speed of delivery. Further, a guarantee and a clearly expressed returns policy can help. Further options that can be used are adding incentives to move forward.