Evan Saks, Chief Evolution Officer
  • Home
  • Contact
  • Consulting Services
    • Search Marketing >
      • Online Advertising >
        • Adwords Certified
        • PPC Pay-Per-Click >
          • Common PPC Mistakes
        • Display Banners
        • Retargeting
        • Video Pre-Roll Youtube
        • Shopping Feeds
      • Analytics
      • SEO Best Practices
      • SEO Glossary
      • SEO White Hat
      • Search Trends
      • Getting Started
    • E-Commerce >
      • E-Commerce Platforms
      • E-Commerce Setup
      • E-Commerce Support
      • E-Commerce Tools
      • Conversion
      • Email
      • Cool Tools
    • Media Buying >
      • Broadcast Advertising
      • Print Advertising
    • Strategy & Positioning >
      • Branding
      • Public Relations
      • Market Research
      • Copy & Design
  • About Lungfish
    • Chief Evolution Officer
    • Consulting Clients
    • Consulting Capabilities >
      • Consulting References
      • Consulting Experience >
        • Case Study: UMass Amherst
        • Case Study: Bridgewater State University
        • Case Study: Gulf Electricity
        • Case Study: Caregiver Homes
        • Case Study: Wentworth Institute
        • Case Study: Create-A-Mattress
        • Case Study: Spark Presentations
        • Case Study: North Shore Community College
        • Case Study: Baril Corporation, B2B Contract Manufacturing
    • Higher Education >
      • Top 5 Reasons to Never Hire an OPM
    • Marketing Partners
    • Agencies
    • Client Work in Progress >
      • Olivio Premium Products
      • BostonAirControls-Search Insights
      • Cartera-Southwest Site Page
      • Cartera-Southwest Conversion Page
  • FREE Evaluation

Conversion Strategy

Goals | Funnels | Macro and Micro Conversions

see our contact conversion page

For conversion analysis, start at the destination, and work backwards.

SO MANY CLIENTS believe they have an acquisition problem, which turns out to be a conversion problem. Traffic is coming, but not buying.
PictureCan your audience find their way to your goals?
DEFINE YOUR GOALS FIRST. Can visitors purchase on your site? Use a dealer lookup? Play a video, take a poll, sign up for newsletters, etc? These represent measurable actions, and likely have different degrees of business impact. Set priorities and provide clear signs pointing prospects toward conversion goals, and ask yourself how easily they can find their way.

Embrace the FunnelEmbrace the Conversion Funnel
EMBRACE THE FUNNEL. Web marketing is an exercise in funnel dynamics. Get prospects into the top of the funnel, and conversions from the bottom. The more conversions, the better the ROI. Often website developers place the greatest emphasis on a slick graphic style, and treat "downstream" pages as afterthoughts. For superior ROI, the downstream pages need the most attention, compelling users to advance to the next stage and ultimately conversion. Look at your funnel as a series of steps, each with potential snags or exit points. Constantly iterate to make the progression as linear and "friction-free" as possible. 

Answers to all your marketing questionsAll your marketing questions answered
DECIDE WHAT ACTION YOU WANT VISITORS TO TAKE. Tell them clearly how to take it. And measure every step along the way. Careful conversion analysis can answer critical questions about what segments are driving business, what specific paths they take to conversion, and what traffic sources and demographic profiles are likeliest to convert, plus much more. Optimize your conversion funnel with focused performance data, A/B testing, and clear insights into the effects of each enhancement. 


DEDICATED THANK YOU PAGES ARE THE BEST PRACTICE. Visitors are reassured when they reach pages confirming, and even celebrating their accomplishments. Code them up carefully, and you'll open up a vast data set that distinguishes successful visits that end in business success from unsuccessful visits that frustrate visitors and staff.
Celebrate conversions
Celebrate conversions
PictureAvoid cold completes
EACH CONVERSION ACTION LEADS TO THE NEXT CONVERSION ACTION. Avoid "Cold Completes." That's a term I made up to mean a simple, vague pop-up message that says merely "Thank you." Always introduce the next stage of the sales/repurchase process. Take visitors who purchased, and invite them to a satisfaction poll, reviews, or social properties. Take visitors who scheduled a sales meeting, and offer white papers and customer testimonials. Take customers who ran a store locator request and offer a short-term purchase incentive valid at that location. 

TO SEE HOW WE HANDLE CONVERSIONS on our site, please contact us, and see what happens!
Contact us to see our conversion page

Conversion | Goals and Funnels | Analytics Conversion Goals

Marketing consulting with a balance of traditional and digital. Branding and SEO. Offline and online. GRPs and PPC.
Making the cash register ring and the conversion pixel fire. Flexible and affordable engagements for the specific mix of
marketing services you need to succeed. On time, on budget, and on the mark. Let us recommend a marketing action plan today.


Digital Marketing

E-Commerce
SEO Optimization
PPC Pay-Per-Click
Banner/Display/Retargeting
Google Certified Partner

Traditional Marketing

Branding
Strategy and Positioning
Broadcast Advertising
Media Buying

Give a Shout

Contact
LinkedIn
SEO Optimization Checklist
FREE Evaluation

Case Studies

University of Massachusetts
Gulf Electricity
​
Wentworth Institute of Technology
Caregiver Homes
Bridgewater State University
Create-A-Mattress
Spark Presentations
North Shore Community College
Baril Corporation (Medical Devices)
Lungfish Communications Marketing Consulting Logo
Certified Google Partner
Certified Google Partner

Best marketing consulting in Boston. Privacy. Terms. © 1994-2020 Lungfish Communications, Inc. All rights reserved.