A Business Case for Conversion

By David Bullock

Let’s look at the mystery of conversion, better known as online salemanship.

With direct mail or any other offline media, it is very difficult to track what is happening with the sales cycle. You don’t know if the letter was delivered or opened. You don’t know anything until the person picks up the phone and makes an order. On the other hand, if you are using the internet as a communication media you can know a great deal about the visitor as it relates to your sales cycle:

• When they showed up on the site
• What pages they saw
• How long they stayed
• What links they clicked on
• Was the email opened
• What links inside the email were clicked

With all of this information available to the business owner, why aren’t they all tracking and testing their emails and websites?

The answer is simple. If their sites are working and making a profit, then they don’t care. Good enough is good enough. If you are going to maximize your profits, you have to track and test your traffic to see if you can find the proper market, message and media match to begin to make sales. Getting the most profit out of your traffic is called conversion. Plain and simple, it is the process of paying attention to your business.

It is not just a matter of leaving money on the table, it is a matter of good business practices. It only takes a few minutes to go to Google analytics (www.google.com/analytics) and set up an account. It takes another five minutes to put one piece of tracking code on one of your pages to start seeing what your customers are doing at a very basic level. You’ll know where they are coming from and how they are interacting with your site.

Isn’t your business worth knowing about?

With all the technology available for tracking your business, isn’t it time that you stopped guessing and knew for certain what your business was doing?

To learn more on conversion, testing and tracking, visit SEO Rainmaker.