A structured approach to improving your website's performance

The designers, developers and marketers at New Perspective are dedicated to creating sites that not only draw targeted traffic but also drive it to its ultimate destination: conversion. Whether that’s a sale, subscription, survey or other response, our thoughtful design and intuitive functionality clear the user’s path to conversion.

Conversion optimization—increasing the percentage of page visitors that convert into customers—is an ongoing process. It starts long before visitors gets to your site: Your other Internet marketing tactics—SEO, pay-per-click ads, emails, banners and social media—touch them first and funnel them your way, towards conversion. (That’s “assisted conversion,” and tracking it is important in planning full optimization.)

Conversion Optimization - understanding the path to purchase on different devices.

(source: Forbes.com)

Conversion Optimization Factors

From ad copy to competitive factors and the changing needs of your customers, external forces make it imperative that you continually monitor your conversion rate (the percentage of visitors who act).

Position your other tactics for the assist. Track the effectiveness of all your tactics and channels so you can best position them to drive leads to your landing page. (Check out this great 3-minute tutorial from Google.)

Direct traffic to the right landing page. Your SEO and site architecture should  smoothly deliver visitors onto the specific page that’s relevant to their search terms. If they don’t, visitors will click away and search elsewhere. 

Deliver and reinforce your value proposition . Potential customers need to know quickly who you are and what you can do for them. Tell them, and make sure it mirrors what brought them to your site to begin with.

Establish trust. Consumers aren’t going to engage with a site they don’t trust. New Perspective will build your site to prominently feature relevant reviews, customer testimonials, your social networking presence, and awards and recognition from reputable organizations. Learn more about trust metrics in our blog

Provide a clear call to action. Don’t leave your visitor wondering what to do next. We’ll them what to do and the easiest way to do it.

Streamline the process. New Perspective can minimize the number of fields your visitors need to click or fill out, and get rid of anything else that might distract them in the home stretch.


New Perspective works with you to help ensure your Internet marketing dollars are doing all they can to convert your visitors.  When traffic and budgets permit, we conduct A/B testing (or split testing) of your landing page—methodically changing one variant at a time, such as on-page copy, images or calls to action, and analyzing which generates a more robust response per audience segment.

We use such data to strengthen relevant components of your site and better guide visitors to their ultimate destination.  There are countless places visitors can get lost along the path to conversion. With New Perspective you’ll have countless ways to keep them on track.

Whatever you do, don’t hide. Give visitors an easy and obvious way to contact you by phone, email, snail mail or any other way they can.


New Perspective never hides. On each page, you’ll see our phone number (508-755-6797) and a quick “contact us” form. Use them to find out how to optimize your conversion rate.