What do I mean by converting? I mean converting browsers into buyers.
A conversion is when someone looking at your offerings decides to take the action you want them to take, i.e. making a purchase or providing you with their contact information. On a website, the conversion rate is the percentage of visitors who make a purchase or give you their e-mail address.
When you know what your conversion rate is and what the average value of a conversion is, you can calculate return on investment, ROI, very accurately. When you know your ROI you can make the most informed and profitable decisions about the allocation of your marketing budget. The higher your conversion rate the greater your ROI.
Next month I’ll get into measuring conversion rates, and I’ll have a special offer for newsletter subscribers who want some help getting a system in place to provide these metrics. Now, I want to tell you about how to increase that conversion rate.
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