Conversion Rate Optimization - Finding a Performance Gap

Industries have unfulfilled needs known as performance gaps. You can enter and virtually monopolize those gaps with a USP through automatic association. Whenever customers/companies run into the gap, a powerful USP make them remember your name. For example, M&Ms: "The milk chocolate melts in your mouth, not in your hand"

Once you create unique selling proposition, incorporate it into your brand in all advertisements, copy, packages, brochures, flyers, signs, letters, postcards, and so forth. Let the world know.
Planning a Website Redesign

Future Now Inc devised a system of conversion optimization they call Persuasion Architecture. They wrote a book on this methodology and it proved effective for dozens of million-dollar websites and hundreds of small companies. The Persuasion Architecture methodology involves planning, from the earliest stages of marketing campaign to execution, and consistent improvement through testing.

Their website architectureplanning stage consists of several elements:

Points of resolution - Depending on where they are in the buying decision process, your customers need answers to specific questions before they can make a decision. You must help them resolve these questions before you can proceed with the sale. Points of resolution are the hyperlinks that answer the customers’ questions. A customer is never required to click on a point of resolution to move through the sales process; these links simply let customers collect the information they need to feel confident making a decision.

Resolving doors - With resolving doors you can offer your customer the opportunity to ask another question, and you always offer a way for your customer to return to the sales process.
Calls to action.

I highly recommend their book Waiting for Your Cat to Bark if you want to learn this in depth.

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