Improving
Conversion Rates: The Best Investment You Can Make In Your Web Site.
By Eric Graham
Possibly
the most misunderstood part of online marketing is improving conversion
rates...
Improving conversion
rates produces some of the greatest returns on investment of any activity
you can engage in while trying to improve the sales of your web site.
Maximizing your
web sites conversion rates can produce a tremendous competitive advantage.
Niche after niche
and industry after industry have proven that once a marketer with an
obsession for maximizing traffic conversion enters the niche, its “game
over” for the existing websites in that market that don’t
adapt and begin improving their own conversion rates.
Customers and affiliates
seem to almost magically gravitate towards the websites that have the
highest conversion rates. And high converting websites can afford to
far out spend the competition on marketing and advertising.
When it comes to
increasing the sales of your online business, the basics are actually
quite simple... There are only three things you need to focus on to
improve your overall sales volume.
Those 3
things are:
1. Increasing
the traffic to your website.
2. Increasing the average amount customers spend per visit.
3. Improving your visitor to sales conversion rates.
That’s it...
Every revenue generating activity you can engage in to maximize your
online profits falls under one of those three areas.
Unfortunately the
vast majority of online businesses and internet marketers spend most
of their time focusing on only one of those three critical areas. (And
it’s often the least effective area.)
Increasing the average
amount customers spend per visit and improving conversion rates have
a far greater impact on your long term profitability than focusing exclusively
on increasing the traffic to your web site.
Your web
sites conversion rates are impacted by four main areas.
1. Usability.
2. Persuasion.
3. Trust.
4. Testing.
Usability is simply
how easy it is for visitors to navigate your web site and how easy it
is for them to accomplish whatever their particular goal is on your
web site.
Persuasion is a
measure of how effective your web sites copy, calls to action and other
elements are at convincing visitors to purchase from you (or take the
specific actions that you want them to take.)
Trust is an essential
yet often overlooked element of the conversion process. Even if your
web site is highly usable and persuasive, if your visitors do not trust
you they will not buy from you.
Testing and tracking
is where the big gains in conversion rate improvement come from. By
focusing long-term on continually testing and improving your sales process
on your web site you can increase conversion rates incrementally over
time. These small improvements will compound to produce very large gains
in conversion rates, sales and overall profitability.
The bottom
line is this...
Developing a long
term commitment to improving and maximizing your conversion rates will
result in a devastating competitive advantage that will guarantee you
dominance in any niche you decide to enter.
Because so few online
businesses understand the tremendous power of maximizing conversion
rates, even gaining a slight advantage will allow you to blast past
your competition.
About the Author
Eric Graham is the owner and CEO of several successful online and offline
businesses. Recognized as one of the top authorities on eCommerce and
Internet Marketing, Eric is a sought after speaker and consultant. He
is also the publisher of the Conversion Tips newsletter. Visit www.web-site-evaluations.com
to sign up for a free subscription.
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