Conversion is About More than Buying
Market Ease Business Promotions
Website Development, Internet Development, Search Engine Marketing
"Just because people who visit your site don’t buy doesn’t mean you can’t convert them into a future potential customer and /or use them to help you further your online marketing pursuits"
When many business owners think about their website’s conversion rate, they often consider only those visitors who make a purchase to actually be considered a “conversion”. But that’s not always the case. Conversion rate really depends on what specific action you want someone to take; it’s not always a purchase! Here are a few more ways you can drive traffic for various types of online marketing.
*Leads, Leads, Leads -
In some cases, your goal as a business owner might be to build your database of leads so you can have a salesperson personally contact people interested in your products or services. You may also want to do this for email or newsletter marketing purposes. In this case, the action you wish a visitor to take might be to fill out a simple opt-in form on your website, which typically includes a name and email address or perhaps phone number.
Your conversion rate would then equal the total number of visitors to your site divided by the number of them who fill out the opt-in form.
*Social Media -
Then again, it could be most beneficial to your business to attract a large number of followers and friends on your social media pages. This is beneficial because your posts are then seen by friends of your fans (customers) and likely to attract new fans/customers. Because social media is so widely used these days to share recommendations of products and services, it is very important that your business is active on social media and attracts a large number of followers.
In this case, your conversion rate would be total number of people who visit your social media pages divided by the amount who “like” or “follow” your posts.
*Content Sharing -
Yet another way of increasing your company’s online presence and reputation can be achieved via sharing of the content on your website and other sites, such as YouTube, Pinterest or Twitter. The idea is to post great content (video, audio, photos, etc.) that people want to share with each other. That way it goes viral and your message gets seen (or heard) by lots more people than just those in your inner circle.
The important thing to note here is that your business may have several different actions you want customers to take, depending on your marketing focus. Conversion isn’t related only to sales; it could be the result of driving traffic to URLs other than your website’s and achieving other goals. Talk to us about different marketing campaigns you may want to try to not only increase sales, but build your leads and subscriber databases and online reputation.
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