Get More Conversions

Here’s a recipe to increase your Web site’s focus: Consider every page as a direct-response ad with a single primary objective. Typical objectives include compelling visitors to go deeper into your site, request a catalog, add to a cart and complete an order.

Different pages can have different objectives, of course. And one objective may correspond with multiple links (e.g., a home page would have several “go deeper” links). But each page must have only one primary objective.