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STEP TWO Convert Visitors into Customers
CONVERT VISITORS INTO CUSTOMERS
Small gains in your conversion rates can have enormous impact on your revenues and profits. Increasing conversion rates can help you increase your revenues and reduce marketing expenses. Here are just a few techniques that have a powerful impact on conversion rates:

Emphasize your Unique Selling Proposition (USP)
Consider what you do better than your competition and how your clients benefit from that differentiation. This should be the first message your visitor sees.

Utilize expert selling principles
The Internet may be a relatively new technology, but that doesn't change the fundamental psychology of customer buying behavior.

Improve navigation and usability
If your customers get frustrated and confused, they will go elsewhere (and most never return). Make it simple, logical, and fast.

Shorten the path to the Point of Action (POA)
Make it easy for the person who knows what they want. If it is easy, they will take action, and that means revenue.

Better conversion rates don't just mean more sales; they mean more sales without additional marketing expenses. Plus, conversion rates not only determine how much you're selling, but also tell you a lot about whether you're tuned in to the things that matter to your customers: performance, convenience, quality, value and customer service.

STEP THREE Sell More, More Often
SELL MORE AND MORE OFTEN
Once your site is designed with strong customer conversion techniques, you can concentrate on methods of increasing your average sale and your customer retention rates. These strategies, combined with conversion strategies, grow your revenues and profits by making it easier for your customers to buy more and more often.

Here are just a few ways to increase your average sale and maximize customer retention:

Implement cross-selling techniques
Making it easier for your customers to buy complimentary products and accessories means a higher average sale.

Implement up-selling techniques
Emphasizing the benefits of upgrading to the higher priced product will continue to raise the value of each customer.

Improve your Customer Service
Answer inquiries in a timely manner, respond to customer suggestions, and implement opt-in programs. These techniques keep the customer coming back.

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In The News:
New article on Search Engine Optimization available for download (pdf format)

New article on the Anatomy of a Web Site available for download (pdf format)
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