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.
Motivation Drives Conversion Rates
By Bobby Hewitt
Bobby Hewitt is the founder of Creative Thirst. A conversion rate optimization agency for health and wellness companies with a specialized focus in dietary supplements. We’ve helped health clients profitably scale using our four framework growth model validated through A/B testing. Bobby has over 17 years of experience in web design and Internet marketing and holds a bachelors degree in Marketing from Rutgers University. He is also certified in Online Testing and Landing Page Optimization and won the Jim Novo Award of Academic Excellence for Web Analytics. As well as a public speaker and contributing author to “Google Analytics Breakthrough: From Zero to Business Impact, published by Wiley.
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