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Website promotion Phase3: Convert

The Convert phase is the third part of Bentley Green's process to increase the online profits of your organisation. This phase is all about converting your website visitors into customers.

Familiarity, Trust and Safety

What makes an online visitor into a customer? Whena visitor arrives on your website there is a complex interaction. The human visitor (much like the search engine) is looking for certain familiar signposts.

Is it obvious on every page what website this is? What do you want the visitor to do here? Are there clear visual clues? What things can the visitor do here? Are options and navigation clearly marked? Does the customer know what this website is about? Is the website consistent? If you present lots of unfamiliar things to me, in an unconventional way, I am liable to lose patience quickly.

A quick way to lose my trust is to not deliver on the promise you made before I got here. I found your website by searching on certain keywords - let's say "Gold Card". I found you via a search engine link and when I arrive on your site I want to know all about Gold Cards. If you tell me about other things instead, you immiediately lose my trust.

I also want to feel safe. Do you have professional accreditations, security certificates, believable testimonials? If these things are missing, I may go missing too.

Ease, Clarity, Enjoyment

Above all, websites need to be a joy to use. Clear out the obstacles to your customer finding the information they want or the service they wish to buy. Make things clear, straightforward and absolutely centred on your customers' needs.

All of these issues are the ones which Bentley Green addresses in the Convert phase. It is no use delivering millions of hungry customers to your site, unless you have the process to feed them!

• Usability Testing – make sure your visitor becomes a customer

• Fine-tune Customer Experience – help your customer find what they want, and to purchase

• Web Analytics – measure, improve, and keep on getting better and better

• Increased Sales, Revenues and Profits – the overall benefit of all the whole process is to increase your online sales leads, revenues and profits

• High Value Payment Systems - state of the art security to fit your business