253774 Resource 76407 24 1 1271945701036 1283991025210 Controlled Conversion Architecture -- The Art of Visually Identifying Your Company's Primary Sales Funnels

Simplicity is good in online marketing sites; consumers like simple ideas and simple choices. But you cannot over-simplify the online e-commerce process - prospects typically become customers over a period of time through a series of touch-points.

Conversion architecture is the art of visually identifying your company's primary sales funnels and leading your visitors to take action. The action could be setting an appointment, sending an email, booking a reservation or picking up the phone to call for more information. It may also include a low level action such as signing up for a newsletter or mailing list for new offerings, updates and specials. Regardless of the action, it is a form of customer conversion and you should have a plan for all the types of actions that will help a new visitor become a paying customer. To properly develop a conversion architecture, ideally you would start with a <a class="zem_slink" title="Mind map" href="http://en.wikipedia.org/wiki/Mind_map" rel="wikipedia">mind-map</a> (or other graphical flow chart) that represents the sales conversion strategy that you want to integrate into your site design. If you’re in the midst of a site redesign and it is ongoing without a conversion architecture as part of your overall marketing strategy, it’s likely that your <a class="zem_slink" title="Graphic design" href="http://en.wikipedia.org/wiki/Graphic_design" rel="wikipedia">graphic design</a> efforts probably don’t factor into your site’s ecommerce architecture or prospect funneling requirements. When you describe the online product marketing and selling process in broad strokes such as “easy to see, easy to navigate, and without confusion”, it’s ambiguous. I may understand what you mean, but I don’t really get a sense of what your sales conversion requirements are for all manner of actions. Typically, graphic designers are not concerned with this element of online marketing and are simply relying on your directional queues to create a “look and feel” as opposed to “a look, a feel, and a sales funnel process”. In my view it’s not wise to build your site with one selling action in mind (i.e., a product purchase or nothing at all). Online marketing is typically a progression of steps – <ol> <li>Capture awareness.</li> <li>Capture sustained interest with a minimal email subscription.</li> <li>Multiple brand impressions through subscription marketing, newsletters, direct-to-inbox blog posts, offers, etc.</li> <li>Begin a relationship; the visitor joins your social network, shares your content, fills out an information request form, etc.</li> <li>Sales transaction.</li> </ol> If your conversion architecture hops over steps 1 through 4, your success will be constrained significantly, and especially if your competitors create multiple touch-points that lead prospects down multiple progressive buying funnels. Online marketing is no different than face-to-face marketing – people want to establish a relationship and often times, they need time to do that. Related articles by Zemanta <div class="zemanta-related"> <ul class="zemanta-article-ul"> <li class="zemanta-article-ul-li"><a href="http://threeminds.organic.com/2010/04/its_time_to_feed_the_funnel_fr.html">It's Time To Feed The Funnel From The Top Again</a> (threeminds.organic.com) </li> <li class="zemanta-article-ul-li"><a href="http://threeminds.organic.com/2010/04/an_interactive_marketers_dream.html">An interactive marketer's dream-meme: "What movie is this from?"</a> (threeminds.organic.com) </li> <li class="zemanta-article-ul-li"><a href="http://www.thesocialorganization.com/2010/04/the-social-marketing-sales-funnel.html">The Social Marketing & Sales Funnel</a> (thesocialorganization.com)</li> </ul> </div> <div style="margin-top: 10px; height: 15px; " class="zemanta-pixie"><a class="zemanta-pixie-a" title="Reblog this post [with Zemanta]" href="http://reblog.zemanta.com/zemified/968156f3-3276-4a68-836c-863508482ac7/"><img style="border-bottom-style: none; border-right-style: none; border-top-style: none; float: right; border-left-style: none; " class="zemanta-pixie-img" alt="Reblog this post [with Zemanta]" src="http://img.zemanta.com/reblog_e.png?x-id=968156f3-3276-4a68-836c-863508482ac7" /></a></div> 10 application/xml false architecture conversion ecommerce sales strategy Typically, graphic designers are not concerned with this element of online marketing and are simply relying on your directional queues to create a "look and feel" as opposed to "a look, a feel, and a sales funnel process". Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US) AppleWebKit/533.4 (KHTML, like Gecko) Chrome/5.0.375.127 Safari/533.4 127.0.0.1 127.0.0.1 $Admin 173.160.40.189 false true false false true 174050 false false true false false false true 255832 Resource 174050 173239 173239 1277398587195 1277398587195 Controlled test

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Primary Sales Funnels

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