When offering a product or service, it’s all too easy to get caught up with the enthusiasm for what you’re selling, whether that's corporate events or a weight loss surgery loan.  This however can be dangerous because converting your visitors into clients, or even subscribers isn’t about you.  It’s about them, and what they came to your site hoping to find.

What is it about your product or service that will benefit a visitor to your site?  What do you think the average visitor has in mind when they enter your website?  What are they looking for?  These are questions you need to answer so that you know how to use language in your web copy that speaks to the visitor and shows that you have what they want.

Webpage stats are a great way of getting this information.  Depending on the statistical tool you have available you might be able to tell not just which pages they entered and left, but also how they got there.  By analyzing how they found you, you can identify what it is they’re looking for.  For example, if you know that they are clicking through from a specific search keyword, then this keyword is something you need to highlight more on your site.   If you know that they are clicking through from another website, take a look at that website and see what it offers because this is obviously something your visitor was also interested in. For example, if the visitor has made a search for breast reduction birmingham, and they then land on a webpage that talks about breast reduction with reference to clinics in birmingham, that person is likely to convert.

Use the information you have to focus your advertising towards the majority of visitors.  If you find that most of them are based in the US for example, target your marketing towards testimonials that are US-based.  Use US current terminology and spelling.  On the other hand, if you find that your client base is mainly Australian, then you should adapt your marketing to “speak” to them.  Learn what the culture of the visitor profile is likely to be attracted to – is a free offer if they subscribe onto your database going to be more persuasive then a percentage rebate for members for example?  A word of warning however, don’t use your website stats analysis change too many things at once.  Introduce one new idea at your website – such as a heading suggesting benefit to the visitor - and monitor how it impacts your conversion rate.  Changing too many things at once means that you won’t be able to tell which change was the one that really made the difference and therefore should be expanded upon!