“If you don’t know where you are going, you might wind

up someplace else.” – Yogi Berra

Many of the web sites being launched today show no evidence of “decision-making” paths and companies have little knowledge of how they help increase the visitor conversion rate and the company’s bottom line.

Web sites seemed to be designed for visitors to wander aimlessly.

Think about a trip to the zoo. Everyone who enters the front gate receives a map and each family member wants to head off in a different direction to see their favorite animals.

They might be the lions, tigers or bears.

Many web sites create the same situation. A person landing at a web site’s main page might browse to see what Products, Services, or Resources are available. Or they may decide to check out the Leadership or Company History pages.

No order, no thought process. Guess what? No conversion. No boost to the bottom line.

Few sites have a visitor conversion strategy in place. Those companies must believe the visitor gathers all the information they need by themselves and then place their orders.

Ever been to a car lot and NOT immediately approached, or assaulted, by a car salesperson? Not likely. Only about 3-4% of visitors coming to a web site are ready to purchase, join or subscribe. That means a lot of education needs to take place before those masses are ready to buy or give personal information.

If it has been determined that three types of visitors are coming to a particular site; then three very distinct decision-making paths need to be developed to guide and educate those visitors until they are ready to make a decision.

If there are all kinds of hyper links and arrows pointing in different directions on the main page of the site guess what happens? Visitors head off in those directions and never hear the most important message, do not sign up and do not purchase. They make their own decision without the seller.