The Conversion Funnel & Persuasion Architecture: How to Fine-Tune Your Site to Deliver Superior Results

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If there is one metric that nearly all marketers keep an eye on, it is the conversion rate. While the concept of conversion differs by industry, all companies have a definition of success. For lead generation Web sites, a conversion event may be an information request. For a media publisher, it may be getting a customer to register or subscribe to services. And, of course for a retailer, purchases are the most obvious conversion event, although those listed above may apply as well.

Whatever success looks like for your company, you'll need a strategy to benchmark it, measure it, and improve it. In this paper, we'll discuss:

1. How you can use SiteCatalyst to help push more traffic through the conversion funnel, and how to infer motive from data.
2. What persuasion architecture is
3. Why persuasion architecture matters
4. Website optimization