This 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.
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.
Have something you want to say about this page ? ... Click Here to