Compared to traffic from email, social media, referrals, organic traffic and even direct traffic, paid traffic comes out on top when it comes to website conversion rates in lead generation goal websites. The reason for this is because the motivation of visitors coming from paid traffic is higher than any other traffic methods in this study. In fact motivation of the visitor is the largest contributing factor of conversion rate. Visitors are willing to go through more hoops to convert if they have a high level of motivation for your conversion action. This does not mean we should let them. As conversion rate marketers we need to always make it easy for our prospects to convert no matter what your conversion action is. However we can not ignore the impact of motivation and how we can leverage it to increase our conversion rate. Knowing your prospects through developing user personas and a deep understanding of your website analytics data will provide the insight you need as a marketer to turn the motivation dial when it comes to increasing your conversion rate.
About The Author
Bobby Hewitt believes that improving conversion rates begins with an understanding of the psychology of your user, because conversion takes place in your prospect's mind.
eMetrics Summit Speaker
