It’s really interesting for me to think about how to use a website to solidify relationships with your customers. You want to get them to do something, for example, without them feeling manipulated. For example, visiting your website should automatically generate an email signup—it’s a way for you to capture data. But you want those potential new customers to feel secure about sharing that data, too. It’s a hard balance to strike.
Getting them to sign up for an email newsletter is just one example of what the industry calls conversion rate. Conversion rate, of course, includes actions like search engine optimization. But it also includes other aspects—again, you get them to do something, even if it is as simple as just read an article.
Conversion is often a difficult concept to explain, which is why I really like this graphic. It’s simple and outlines what you need to know to start putting your information to work.
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