{"id":39813,"date":"2017-06-13T12:29:06","date_gmt":"2017-06-13T12:29:06","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=39813"},"modified":"2025-05-01T13:21:56","modified_gmt":"2025-05-01T07:51:56","slug":"increasing-website-conversions-with-the-right-messaging","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/increasing-website-conversions-with-the-right-messaging\/","title":{"rendered":"How to Increase Website Conversions With The Right Messaging"},"content":{"rendered":"\n
\u00a0Note: This is a guest article written by Josh Mendelsohn, VP of Marketing at Privy. Any and all opinions expressed in the post are Josh’s.<\/em><\/div>\n\n\n\n

Let\u2019s cut right to it. We all suck at conversion. According to E-marketer, 98% of online traffic leaves a site without filling out a form<\/a> or completing a purchase. That means you have missed a chance to start building a relationship with potential customers<\/a>. While it\u2019s easy to shrug off a low on-site conversion rate, imagine if you owned a physical store and 100 people walked in\u2026 and 98 walked out without interacting with a representative or making a purchase. You\u2019d be pretty sad, right? Yet, that\u2019s what most of us are doing in our online stores and are not able to increase website conversions<\/a>.<\/p>\n\n\n\n

Download Free: Customer Experience Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n

Why do we do this to ourselves?<\/strong><\/h2>\n\n\n

For starters, most organizations are thinking about their product far more than they are thinking about conversion. If you\u2019re a publisher, it might be the articles you are producing. If you have an online store, it\u2019s literally the products you are sourcing, merchandising, and selling. If you\u2019re a non-profit, it\u2019s the services you are providing to the world.<\/p>\n\n\n\n

They are also likely thinking about how to drive site traffic<\/a>, whether that is through building a social media presence, paid search, radio, or even print ads. But they often forget the critical piece of the funnel, which is on-site conversion.<\/p>\n\n\n\n

From the smaller groups of organizations actively trying to drive conversion, most fall into one of the two camps. They either take a very passive approach to avoid being too salesy or take an overly aggressive approach, with forms coming at a visitor from all angles and blocking the site\u2019s core content. But that\u2019s not what good salespeople do. They take what they know about a prospect (in this case, a site visitor), and they use this information to craft a message.<\/p>\n\n\n

What we know about site visitors<\/strong><\/h2>\n\n\n

Through the magic of digital marketing, we know a lot about a site visitor<\/a> without having to ask. While some people may find this creepy, for marketers, it is an untapped goldmine of messaging opportunities. For example, we can usually answer the question:<\/p>\n\n\n\n