I was in Chicago this week for the Search Engine Strategies Chicago Conference. While speaking at the session “Landing Page Optimization Clinic” I made a comment that seemed to resonate well with people so I thought I would repeat it here for anyone who did not make the session.

When I look at a page for the first time, I examine it under the premise of a simple framework I call the three C’s of conversion. It goes like this:

Does your landing page:

1. Capture the attention of the visitor?
2. Communicate your primary value proposition to the visitor?
3. Close the sale, lead, or other offer you are making?

Each of these steps are essential to boosting conversion. On my snow-delayed flight out of Chicago, I thought I should add one more C to the equation: the Customer!

Obviously, with no customer, there is no sale!

The reason this is important is simple: upon arrival to your site, the customer has some expectation in mind, something he or she was looking for. In order to capture, communicate and close, your site must be as relevant as possible to this customer.

In the coming days I will be sharing more specific recommendations and insight on analyzing and improving your Cs of conversion.

Warm Regards,

Scott Miller, CEO

Author of “The ConversionLab.com,” The worlds first “How to” guide to testing and optimization. Visit http://www.conversionlab.com/ for a special offer!