Convert or Increase Traffic? There is no question. Convert!! January 22, 2007
Posted by Stray Dog in : Uncategorized , trackbackSo I’ve spent the past couple of days generating a strategy report for a client thats hell bent on improving their search engine ranking. This desire stems not from any research they have done but rather some misbegotten knowledge that that alone is what web marketing is all about. So fair enough…
But consider this. Say for example you have a brick and mortar business and at any given time you have 100 customers in your store. You know from previous experience that 10 of those are going to actually buy something. Now — if you wanted to double your sales what would your strategy be?? Would you try to double the number of people in your store? Or would you try to do a better job at converting the people who are already in store?
Simply doubling the traffic to your site may not be as simple as improving search performance. If a large amount of your sites traffic has no referral (from a search engine or other site) then improving search engine ranking alone will not double your sales. In fact you may need to increase referrals from search engines 3 or 4 times more in order to double the sales. What if your ranking is already good for the market you are in?
So what do you do? You must do a better job of converting your current customers. Your landing pages must cater to the customers interests and the site must facilitate that user being able to easily achieve your conversion goal for the visit whatever it may be.
I have thoroughly documented this for the short-sighted client. We will see what comes of it…
Comments»
no comments yet - be the first?