Conversion Cycles

Depending on the objective of your website or the desired action (signing up for a newsletter, brochure request, purchase etc..) you may have a long or short lead-conversion cycle.

If your desired action is for visitors to fill in a form and place an order, the conversion cycle of your site may be longer than you think. The conversion cycle for purchases are broken into 3 phases:

Awareness Phase

Your visitor, by viewing your webpage is aware that you are offering a service or product.

Consideration Phase

Your visitor has the intention to purchase a product and is considering his options.

Purchase

When the actual conversion of a lead happens.

The process of ensuring that your leads eventually convert is what is known as lead nurturing.  Lead nurturing will include doing things like:

• making sure your landing pages inform visitors of what you are offering within seconds of their landing
• identifying your visitors
• regularly engaging your vistors etc.

Think of your last online purchase and what were the factors that led you back to filling the order form!