Conversion Formula
This entry was posted on 4/21/2009 9:45 AM and is filed under Landing Pages,PPC,Website Design.
At
marketingexperiments.com they've distilled conversion rate down to a handy little equation:
C = 4M + 3V + 2(I-F) - 2A It illustrates that the probability of conversion (C) is a function of the buyer’s motivation (M), how strong our value proposition (V) is, and the combination of friction (F) and incentive (I) elements that make up our registration process, further mitigated by any anxiety (A) experienced by the customer during the process.
Marketing Experiments is a reputable company and most likely came up with the formula after exhaustive research.
As a graduate of their
Paid Search Certification Program, I can attest to the usefulness of formulas like this in helping to incease conversions.
Since conversions are where almost all PPC programs experience problems, this formula combined with specific landing page development need to be looked at very seriously to get the most ROI out of your PPC programs.
