7 Steps to Conversion Gains, Part 1 of 2

2. Develop profile funnels and apply a 40/40/20 rule. Use demographic (name, age, gender, address, occupation), psychographic (personality, values, attitudes, interests, lifestyles) and behavioral (actions, activities) data to develop profile funnels of your customers.

Response-oriented marketing success depends 40 percent on audience targeting, 40 percent on the offer or proposition, and 20 percent on creative execution, the whitepaper notes. Determine what motivates your prospects to click on your ads and what prompts them to visit your Web site and ultimately become customers or leads by providing contact and other qualifying information.