17Oct/072
Convert and Prosper
I couldn't have said it any better than an article John Ellis wrote about in his blog today - and, believe me, I've tried. He cited an article written by Rose Sylvia on her excellent blog, PPCThink.
"Improving Your Conversion Rate is FAR More Important Than Driving More Traffic," really encapsulates what I have proposed many times. I have made this mistake and have focused on traffic generation when, undoubtedly, I needed to focus on conversions. When I pulled my head out of the sand and did, in fact, begin to understand my conversion process - the company and the bottom line soared. Isn't that why we're all here anyway?
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January 6th, 2008 - 10:35
So true. I have been spenind way too much time generating traffic and not enough on converting those people into customers. Do you have any techniques?
January 6th, 2008 - 20:45
Yes – do the opposite of what you think you need to do.
I made the same mistake investing in traffic generation thinking it would solve my sales problems and ended up with the same result as you. It wasn’t until we admitted something wasn’t right – that we were able to turn the corner. The second thing was to invest in really good analytics software to help you understand what is exactly happening on your website. Guessing isn’t good enough in this day any age. You have to know.
Figure out what your success metrics are and then you can begin to micromanage what’s going on with your site. You can find a ton of information around the net on success metrics. But, basically they’re things like sales per visit, shopping cart efficiency, new subscribers per visit – stuff like that. Then, with a good analytics package you can set up funnels to help you figure out the step-by-step process that your visitors go through to land at the success point. From there you can also analyze your fall out, or the count on the visitors who drop out of the process.