If you're expecting to do business over the internet, "conversions" are the name of the game. A conversion is a prospect that has been converted into a customer. So, increasing conversions is the same as increasing customers. Do that well and you're in business.
The problem in converting prospects into customers is that there are several factors to deal with. The most important are list (or audience), offer, and presentation. On any sales page you create these are the factors: what are the characteristics of the visitor looking at it, what offer have you made to them, and how is it presented.
Obviously, the more relevant the content is to your visitor, the more likely they will act on a compelling offer. But this means you have to be selective in the types of visitors you attract. You can do this by driving traffic to your site that is targeted through carefully selected email lists or market-specific ads in print or web publications.
Certain instances:The offer you make to your page visitor is probably the single most important factor. All offers are NOT the same. A discount of 20% off a price is a more compelling offer than list price. An offer with a money-back guarantee is more compelling than one with a 30-day warrantee. A three-for-the-price-of-two offer has a different response than discount. Offers are the key dynamic in sales.
Presentation, while not as weighty a factor as list or offer does count. Generally, the layout of your page, colors, images, and text will help to highlight or accent aspects of your offer. There are examples where color alone has been shown to lift conversion rates!
The key issue with any sales page is that you test different lists to drive to your page, different offers, and different presentations in terms of their "conversion power". In particular, change offers regularly to see what effect it has on your conversion. Eventually you will find, for any given audience, the optimum way to maximize your conversions.
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