Are You Guilty of “Meat Grinder” Marketing?
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How do you get conversions on your site? Turn a website visitor into a sale with a marketing plan that has specific objectives. Bill Sterzenbach outlines how to measure the effectiveness of a campaign and points out common mistakes that can kill a sale before it even comes in.
Measuring Conversions: The Bane of Vapor Marketing
Conversions. I’ll think I’ll have that word on my headstone. Something like “He really knew how to convert a lead” would be nice. Well, that and something about being a good father and husband if there is room left over. All kidding aside, when it comes to being an effective search marketer, there are few things that we can do that are more important than teaching our clients the importance of driving and measuring conversions.
What is a Conversion?
A conversion occurs when a visitor to a website is convinced to take a specific action. A conversion may be triggered by the visitor downloading a file, filling out a “contact us” form, making a purchase, etc. I have many clients that have no sales capability on their websites and have no intentions of ever selling directly from their websites, but hang on every conversion like grim death. For example, one of my clients, an industrial manufacturer, considers any time a visitor fills out their “contact us” form a conversion as this is almost always a request for a bid. I can tell you as one who compiles the lead data at the end of the month, there are some impressive opportunities in those conversions, though not a single one of them is a direct sale from the website.
Next: Conversions vs. Traffic >>
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