Buyer Conversion Predictor

Buy @ Blurb BookstoreThis buyer conversion predictor serves to demonstrate the effects that different buyer influences can have on landing page conversion. These buyer influences can have a significant impact on sales and costs if you are paying to get pay per click traffic to a PPC landing page.

The calculations in this conversion predictor are based upon an algorithm developed by marketingexperiments.com and modified to avoid negative probabilities and to include an additional factor - available funds. Clearly, if the visitor does not have the funds it does not matter how good the landing page is, in terms of the value of its proposition, or the incentives offered, the visitor will not be able to afford to make a purchase.

The Buyer Conversion Predictor is calibrated so that with all factors at an average of 5 on a scale from 1 to 10, will result in a landing page conversion of 1%.

At the other extreme with all positive factors like motivation, value proposition, incentives and available funds at 10 and negative factors like anxiety and sales friction at zero the predictor is calibrated to show a 100% conversion. In other words every visitor who comes to the perfect landing page will buy the product or perform whatever other action is required.

           
 

         Buyer

 
 

Conversion Predictor

 
     
    Strength  
  Buyer Factors 0 to 10  
  Motivation    
  Value Proposition    
  Incentive    
  Anxiety    
  Sales Friction    
  Available Funds    
                     Conversion Rate  
     
 

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By increasing or decreasing the negative factors like anxiety and sales friction, the predictor demonstrates the impact these factors can have on conversion rate of the landing page for a specific visitor. Reducing visitor anxiety with reassurance measures, and reducing friction in the buying process from landing page through to checkout, will have a big impact upon sales.

However, the only way to improve landing page conversion with any certainty is through testing, using standard split-testing or accelerated multivariate split-testing.