When it comes to conversion rate optimization, most of the companies are conscious that it isn’t the easiest  approach, but it brings great results. Besides the fact that conversion rate is a vital Key Performance Indicator for almost all of the online businesses, it can and should be fun too. Moreover, focusing on conversion rate and trying to communicate with the targeted audience will make things easier.

Conversation and conversionPhoto: Christa Harmotto

A standard approach for all of the visitors won’t sell too much (in case of an e-commerce store). The same approach applied on a publishing website or a blog won’t get too many subscriptions either. So what’s the trick here? Is there any type of communication between the seller or the service provider and their customers? It seems that a visitor who lands on a cold website with a standard approach for all feels like leafing through a brochure or other presentation papers. So, where’s the human touch in here? How will the visitor convert into a customer when there is no person to talk to him?

A human approach for websites that have a goal (selling products, getting subscribers) will be called personalization. That means that the visitors will finally feel like they interact with a person, not just a list of products, ads and other cold features.

Now, you may say that there is a problem: how can a retailer or a website owner communicate with his visitors in the online environment? Of course, a physical presence as we know it as ‘face-to-face’ or even a Skype call is not possible on this type of websites. E-shops were invented for people who demanded a larger variety of products that couldn’t be found in the nearby.

There are many alternatives to personalize someone’s experience on a website using segmentation criteria like location, weather, city, browser and then address with interactions. Learn more about all of these triggers from a previous article on the blog concerning personalization in online stores.

As far as relationship & communication are concerned, these are a few examples of best practices:

1. Welcome Pages

These pages are like an introduction for the new visitors. Typically, welcome pages are fit for websites that sell something. News websites don’t need a page like this, because, usually, their welcome page is represented by the headline story.

A welcome page is a great tool for freelancers; either they are web developers or  graphic designers, saying hello in a manner like this will increase their chances to have a pleasant conversation and a great conversion, afterwards.

Luca Vercellio


Even if a welcome page has the role to facilitate the communication between the visitor and the website owner, this type of page has to deliver a short, clear and concise message. The rest of it should focus on colors, graphic, photos and other visual elements that make the visitor feel comfortable and welcomed on the website.

2. Thank You Pages

This type of pages can be displayed after a customer placed an order. In order to convince him to return in the future on your website, you can use triggers like vouchers or other offers that you have for him. Unlike welcome pages, thank you pages work for newsletter subscribers or publishing websites.


A Thank You Page may follow as well a survey. After a visitor managed to finish answering to your questions, reward him, at least, with a nice thought. Don’t be rude: the man just helped you with your business :).

don’t underestimate the power of a thank you page: it can increase sales, engage customers and build brand awareness. Conversation converts big time!

Find out other tips for creating great Thank You Pages and get unexpected conversions from one of our previous articles on the blog.