Most Important Factor in Online Conversion

The more I work on improving websites the more I realise the importance of solid marketing fundamentals.

The most important thing a business needs to do in order to build a successful online campaign is to get their value proposition right. This is not as easy as it sounds.

Your value proposition could be a special offer, a key benefit that you highlight or a problem that you solve.

In most cases, you must test several value propositions, headlines and sales copy in order to find the best value proposition for your product/service.

The best way to do this is live testing of different landing pages using PPC ads to generate traffic.

In a way, it’s like opening a combination lock. When your value proposition matches the visitor’s desire then you make more conversions.It’s simple when you boil it down.

However, in order to be successful, you must take a scientific approach. In other words, let your bank account tell you what’s the best value proposition. Don’t allow your own preconceptions get in the way of making profit.

Second after value proposition is credibility. Then third on my list, is landing page layout. Ideally, your landing page must be clear and concise and contain one value proposition and one action per page.

So, when you start planning your campaign, spend a significant amount of time working on your value proposition. It’s the corner stone of your online marketing campaign. All other components are built upon it.


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Feargal holds an M.B.S. in Entrepreneurship and Marketing and B. A. in Accounting and Finance. He is a member of the Marketing Institute of Ireland. He is an entrepreneur who has been involved in the area of Internet marketing since 2004. He is passionate about helping small businesses make sales.
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