Conversion vs Traffic

Increasing conversion rate without having to increase traffic

You have great products or services. They are the heart of your organization and promoting them with resourceful and tactical marketing campaigns has yielded a constant and ever-widening river of traffic flowing through your door at a carefully calculated rate of conversion.
Conversion being the ultimate goal, the growth of your market has depended on the ever increasing growth of your marketing budget. Maintaining the same conversion rate, you must always try to generate more and more traffic to increase your conversion. You have used all of the latest and most sophisticated Internet resources available in order to maintain a constant increase in new customers. Of course, your efforts have been and will continue to be essential to the survival and growth of your company. But, desired returns from marketing investments come with a high price tag.

Budget for Conversion and Get a Higher Return

We've all gotten pretty good at driving traffic to our websites either organically or with online-advertising, and traffic-generation has matured rapidly in the Internet world. But, once users have found your website, they must be converted to active users. The user must be encouraged and motivated to take the desired action: download, buy, sign up, etc. Let's get into the numbers.

What if you replace even just 10% of your marketing budget on conversion? "Wait a second," you're saying. "I don't want to risk decreasing product exposure." This may or may not happen. Here are some simplified samples showing what happens if you invest 10% of your marketing budget on conversion increase. The general samples makes a few assumptions on your current conversion rate and expected conversion increase, but the message is clear, with the right mix of spend on driving traffic and increasing conversion you will considerably, in the short-term and long-term, increase your customer base and your bottom line.

Marketing Investment Scenario Examples

Medium Marketing Budget Scenario

If you spend $20,000 monthly on buying traffic and get 40,000 acquired visitors with a 4% conversion rate, that equals to 40,000 new online visitors and 1600 new active users. On the other hand, if you spend $18,000 monthly on buying traffic and $2,000 on conversion optimization with a new 4.6% conversion rate (which is a fair conversion increase) you will get 36,000 new visitors and 1656 new active users. You just got 56 new active users this month for the same overall spend.

Points to Remember:

> Most companies have high expenditures on traffic, nothing on conversion.

> A little on conversion will turn traffic into more actual long-term customers.

> Spend less on traffic, the difference on conversion, and receive greater return.

Videos Will Significantly Improve Website Conversion

Videos and rich media are compelling, highly effective tools for conveying complex information, grabbing users' attention and increasing time spend on website.

In today's fast-paced world, online visitors have low attention spans and a high amount of data & information presented to them. Online video, audio and interactive flash applications has been proven to be the most powerful tool for engaging and educating online visitors.

A very short video clip can WOW your customers, present "how to" demonstrations and explain the process, functionality, usage or ideas your users need to spur them to action.

Thus, the online video approach presents a great opportunity for conversion. However, it also adds a new dimension of content presentation and interaction that needs to be incorporated into your conversion tools and methodology.