 Focus on Traffic or Conversion or both?
Sometimes people wonder whether they should focus on
increasing traffic or improving website conversion rates.
My answer would be to focus on both. It doesn't have to
be an either/or situation.
To get a better perspective, consider how improving conversion
rates has been likened to fixing the holes in a leaky bucket.
Which makes more sense:
1) To keep pouring more and more water (traffic) into
a bucket that keeps leaking out through the holes (conversion
killers) in the sales process, or...
2) To plug the holes in the bucket as you continue to add water
to it?
Once you get the hang of improving conversion, here's
what's exciting to watch (as I've enjoyed with my own
and my clients' sites):
Finding where the holes exist in a site's sales process,
making appropriate tweaks to it, and then watching it
generate more leads, sales, subscribers, and profit -
without a single extra visitor.
Maybe I'm just a weird "mad scientist" but that's a fun,
satisfying process.
Marty Foley |