Converting visitors into sales

Web Visitor Types

  • Tracker: Knows exactly what they want
  • Hunter: Knows roughly what they want. Eg. category level browser
  • Explorer: Windows shoppers, looking for a reason to buy
  • Mistaken: Arrived by chance


Logic Emotion
Fast Competitive Spontaneous
Slow Methodical Humanistic


You need content on your pages to suit these types of visitors


Three Essential Questions

  • Who needs to be persuaded?
  • What actions does this person need to take?
  • How will you most effectively persuade that person?


What’s in it for me (WIIFM) ?


Answer this question for each of the 3 visitor types:


Competitive: Our product gives you the edge. You’ll never be caught unprepared

Spontaneous: Our product let’s you do what you want, when you want

Humanistic: Our product helps you work with others easily

Methodical: Our product increases efficiency and saves time


Call to action button – Does not matter that much which color. Just make it contrast and bright. orange can be good. Red gets attention but is a warning. Green is go next advance button in UX.


Understand the audience –




Stages of Awareness

  • Most aware
  • Product or brand aware
  • Solution aware
  • Problem aware
  • Completely unaware


Argue your case


Identifying Awareness

  • Popup surveys
  • New vs returning visitors
  • Chat transcripts
  • Email enquiries
  • Keywords that people search for , google search console
  • What is the conversation in your prospect’s mind


Structuring copy

  • Value proposition in the “hero” area
  • Make your argument based on the state of awareness
    • Understand who your prospect is, what they want most & what’s happening in their world
    • Support your argument with evidence
    • Use powerful language to make it enticing
    • Be clear and focus on what they care about
  • Close (call to action)


BURAK NOTE – Blog posts and small banners about leisure reading – student success


Six factors of conversion

  • Value proposition
  • Relevance
  • Clarity: Don’t use jargon
  • Anxiety: Show your phone numbers, contact information, people need information to get around some of their anxiety. Is this site secure for me to put my details in
  • Distraction: No distractions through the way to the conversion
  • Urgency: Very difficult to get people back to your website after they left.



  • The gateway to your visitors reading more
  • Sell benefits not features
  • Believable and specific
  • Easy to achieve
  • Message is more important than wording


BURAK NOTE – Experiment with some split tests?


Persuasive Copywriting

  • Reciprocation: free stuff
    • Asking afterwards shown to be more effective
  • Consistency: yes questions
  • Social proof: testimonials, client lists, reviews, seals of approval
  • Liking: persona based copy , empathy, demonstrating an understanding of your prospects
  • Authority: qualifications, publications
  • Scarcity. Limited time or quantity


  • Nodding copy: Keep building yes and propensity to say yes at the end might increase. Get people saying say yes.


  • Social proof: customers also viewed, customers also purchased.
  • Customer reviews: Single most important thing that most people choose to purchase.


Calls to action and benefits

  • Use clear details and instructions
    • Do not be afraid of being “too obvious” – assume everyone using your website is an idiot. That way you won’t make assumptions that are not true.
  • Be specific
    • Room for 7 passengers rather than room for multiple passengers
  • Combine the call the action with benefits
    • Buy now to end kitchen smells
    • Click here to start losing weight
    • Register now for your free report
  • Call to actions needs to look clickable


Copywriting tips

  • Avoid jargon
  • Use active voice
  • Address the customer – you , your
  • Keep sentences and paragraphs short and uncomplicated
  • The average reading level is age 14
  • Readability is important – text size, column widths, white space
    • Readers scan and skim pages


Copywriting tips

  • Make important words stand out
    • Highlight, bold, italics, hand-drawn annotation
  • Longer link text has been shown to convert better than shorter links


The Ideal Length of Everything Online, Backed by Research

  • The ideal length of a tweet is 100 characters
  • The ideal length of a Facebook post is less than 40 characters
  • The ideal length of a headline is 6 words
  • The ideal length of a blog post is 7 minutes, 1,600 words
  • The ideal width of a paragraph is 40-55 characters
  • The ideal length of an email subject line is 28-39 characters
  • The ideal length of a title tag is 55 characters


Improving subscriptions

  • Actively selling the benefits of registration can increase uptake to 10-12%
  • Incentivising registration can improve this many times over
  • Reducing the steps from 4 to 3 increased registration by 10% for william hill


Mobile chat might not be used on mobile – consider disabling it



  • Large brightly coloured buttons often convert better
  • Most effective images
    • The product
    • Product in use
    • Successful outcome
    • Happy customers with the product
  • Test captions under images
  • Violators often work well



  • Attention
    • Is the site relevant and easy to understand?
  • Interest
    • Is it obvious how you meet visitors’ needs?
  • Desire
    • Benefits not features, stimulate imagination
  • Action
    • Is it obvious how and why to take action?
  • Satisfaction
    • Scent trail, ease of use, no errors


Page layout elements to test

  • Strong, contrasting colours
  • Images – think about getting attention
  • White space / buffers
  • Text size – particularly headings
  • Contact information on every page
  • Right-hand side good for reassurance


Landing page layout

  • Single column means more control over the order it is viewed in
  • Users look to the top left first and follow an F shape. So put your most important content in the F
  • 76% of clicks are made above the fold
  • 95% clicks from facebook are on mobile
  • Remove unnecessary links
  • Avoid false bottoms in scrolling pages



  • Blue, underlined links
    • Avoid red links – danger
  • Link words and phrases in text to deeper pages
  • Use terms visitors will understand
  • Does key navigation appear in the active window?


  • Free delivery is the most important thing for conversion for ecommerce websites after price.
  • Even combined costs differ, people might go for free delivery.

Planning optimisation

  • Ensure you are measuring correctly
  • Look for areas of improvement
    • Segment visitors
    • Run user surveys & user testing software
  • Choose a variable or page to test
  • Design an alternative to test
  • Use software to run the test
  • Review and repeat


Testing tools

  • Probably better to email your existing customers than to popup on the website for surveys


BURAK NOTE : Google optimize can change the content and duplicate the website without needing to go into the content management system.


You can change the content in a WYSIWYG editor. It updates the content through JS after the page is been loaded. It won’t affect SEO. Drag and drop interface.


Think about optimization in the context of your target audience