Search engine strategies firm iProspect is partnering with Future Now Inc. to offer Future’s Now’s proprietary methodology for reorganizing a web site’s content and navigation with the goal of increasing conversions. The patent-pending process develops visitor profiles from site traffic delivered by search to inform the organization of a site’s content and navigational elements so as to persuade more visitors to convert, the companies say.
IProspect CEO Fredrick Marckini says the partnership extends iProspect’s offering beyond tools to deliver traffic into assistance on conversions. “In a world where the typical web site converts less than 2% of its traffic, an increase in the conversion rate of just two or three percent can mean several million dollars in new revenue,” he says. “Through this agreement, iProspect has a proprietary methodology to systematically improve a web site so that the site’s content on the page produces the best conversion rate.”
Future Now’s technology marries how a web site organizes buying and selling processes with how it organizes content. The process identifies different types of traffic profiles in which not every visitor has the same purpose for being at the site. The technology identifies different demographic and behavioral patterns to inform site design and the organization of content, to create the most efficient path for each type of visitor in order to improve conversions.
“Customer acquisition and conversion has long been the holy grail of the online marketing industry,” says Jeff Eisenberg, CEO of Future Now. “The goal of our process is to flip the table and have online marketers expecting upwards of 40%, 50%, or 60% conversion, similar to offline sales."
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