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Updated by Ray Horan on Aug 02, 2015
Headline for 7 Tips for Plugging Gaps in Your Conversion Architecture
Ray Horan Ray Horan
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7 Tips for Plugging Gaps in Your Conversion Architecture

How to identify gaps in your conversion architecture and plug those gaps using content and calls to action to increase conversions and sales from the team at

Your conversion architecture is the series of webpages and links you provide your customers with on your website, where they can either access more information about you and your solutions, or make a purchase or conversion.


Create new Calls to Action

Include calls to action on every page if possible. At each stage of your customers’ journey on your website they should be able to convert or make a purchase if they wish to.

Re-evaluate your homepage

Your homepage is often the first page visitors to your website encounter. It may also unfortunately have one of the highest bounce rates. Reassess your homepage to determine if it grabs your attention, clearly states what it is your company does and provides immediate links to more information on your products and solutions.

Identify your top exit pages

This helps you to determine where your potential customers are leaving your website. You can then alter those pages with additional content, links or calls to action to prevent visitors bouncing from your website.

Track your customer journeys

By tracking the journey your visitor takes through your website you can determine which pages they visit before making a purchasing decision. This helps you to identify what is working and what is not working. You can then replicate the successful tactics and tweak the less successful ones.

Determine the industries that are visiting your website

When you know which industries are visiting your website you can create industry-specific content tailored to their informational needs. You may have traffic from industries which had previously neglected, but could become one of your major revenue streams.

Analyse the spread of content types on your website

By having a variety of content types such as videos, blogpost, infographics, whitepapers or case studies on your website you can provide your visitors with multiple ways of interacting with your website and finding out about your company and its solutions.

Create conversion pathways

Anticipate the different needs of different customers and create conversion paths which provide the information that just those customers need in order to make a purchase decision. By doing this you can provide potential customers with all the information they require without confusing or distracting them with irrelevant information.