After positioning

Maximizing conversions, the ultimate goal

Of course the ultimate goal is to maximize conversions—purchases per visit, or, if not e-commerce, actions like signing up for an email newsletter. First reducing the bounce rate, then maximizing conversions, requires identifying the specific reasons that ideal prospects will stay on the site. This always includes the specific problems they hope to solve by staying, especially those with the greatest emotional charge. The model also includes the knowledge and attitudes the ideal prospect brings to the site, and a competitive analysis.

Using the model, the site architecture is created. This defines the information the ideal customer wants, in the order she would want to consume it.