Conversions Explained

Generating a conversion is like filling a 10-quart bucket, where conversion happens moment water spills over.  This is how I look at it– your point of assurances (money back guarantee, low price guarantee, about us page, exclusively carried by us seal, over 5,000 units sold seal, product benefits listed on product pages, etc.) are 1-quart cups.  Every time a visitor interacts with these we add 1-quart to our 10-quart conversion bucket.  We need to add 10 cups to make water overflow and generate a conversion.

If we run a product page test where the variation page has 3 extra point of assurances, and if the test doesn’t lift conversions it doesn’t mean those point of assurances weren’t important.  What it means is that what ever point of assurances the visitor interacted with before reaching this page + the three on this page didn’t add up to 10-quarts.  We just need to address more shopper fears, uncertainties and doubts.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s