Custom Website Development = Conversion

Tactics for Turning Visitors into Customers
by: Mat Greenfield
Source: Conversion Results
Published : May 07, 2006

“If you’ve been involved in generating leads or sales on the web for any period of time, you’ve probably reached the same conclusion that many of your web colleagues have, namely increasing the amount of traffic that your site receives is easier than turning more of your existing traffic into leads and customers (we’ll call this a ‘conversion’).

An effective web marketing strategy addresses both of these issues. Here’s a metaphor that will explain the situation that many companies find themselves in: imagine that you’re trying to put out a fire, but you have two problems – your water pressure is just a trickle, and your hose leaks. Which do you fix?

On the web, most companies seem to ‘turn up the water pressure’, spending money to drive more traffic to their site with strategies such as pay-per-click advertising, e-newsletter sponsorships, and search engine optimization. What happens? The hose just leaks faster. Sure, these companies experience a slight increase in overall results (some water makes it out of the hose), but most of their efforts are wasted in ‘leaks’, and their costs are increased in greater measure.

A more effective approach for the web is to patch the holes in the hose by increasing the number of visitors that take action (a conversion), and then increase the water pressure. You’ll substantially increase the amount of ‘usable’ water. That is to say, your website will produce dramatically more in the way of leads and sales.

I’m convinced that ‘conversion’ is the next great frontier for web marketers. Think about it, a few years ago it was possible to out-tech your competitor. What I mean is you could create a better website just by knowing more about the technology – more about flash, more about shopping carts, more about search engine optimization, more about pay-per-click, etc. But in 2006 your competitor has the same access to great information and tools that you do. But the need to out-sell your competitor remains – hence the importance of conversion.”

Bauer Communication does extensive market research into our clients industry, target market, competitors and non-profit organizations related to our clients target market.  All our custom websites are developed to “convert” a prospect into your new customer.