March 2004 Trafficology Issue...
The Supplemental Materials

This month's TRAFFIC CONVERSION TUTORIAL:

Introduction to Web Conversion

Since this is the very first edition of Conversion Corner, let's spend some time learning about conversion and discussing why you may want to learn more about it.

Why Do We Need to Know Conversion?

When I first studied the concept of conversion, a light bulb went on in my head. For the very first time the principles behind successful online marketing were illuminated. I quickly learned that there is a big difference between bringing visitors to your site, and getting those visitors to actually purchase something.

It's true.... getting people to your website is the easy part; getting people to give you their money is where the real "heavy lifting" occurs.

Some people spend all their time on traffic creation. They think of it as a numbers game and believe that the more traffic you get, the more sales you will have. This may be true. If you have more visitors to your site, the better chance you have that someone will buy something.

But, I don't want to leave my business and my financial future up to "chance". I like to take a more scientific approach. I want to know why people are visiting my site and exactly what I can do to help them purchase what I am selling.

Additionally, I have found that maximizing the value of each visitor I already have enables me to receive a significantly better return on my investment than just adding more visitors. And when I do create additional traffic those visitors are even more valuable.

Some experts compare conversion to a greased funnel or a leaky bucket, but the point is the same. If you start out with only 1 out of every 100 visitors making a purchase, then you make a small change to your website that improves that to 2 out of every 100 visitors making a purchase - you have doubled your profits without spending any more money.

That's right doubled your sales... for FREE. You don't need more traffic, you need more sales. Once you understand an internalize this concept, your business will become so much easier.

And trust me, it is a lot easier to double or triple your conversion rate than it is to double or triple the amount of traffic you generate.

Also, conversion is something that lasts. Once you have optimized your site for conversion, then only minor tweaking is required. Whereas with traffic creation, you must constantly work to bring more visitors to your site. You have to keep up with the changing search engines, you have to constantly monitor your PPC campaign and you always have to be on the lookout for the next great traffic idea.

I don't know about you, but I want to make sure I am getting every last dollar out of all the traffic I have worked hard to create. It is a shame when someone wants what you are selling but doesn't buy anything because they can't find what they are looking for. It's a pity when someone abandons your shopping cart or doesn't complete the sale because you can't check them out fast enough. It is unfortunate when you waste your money on ideas that bring people to your site that never purchase a single thing.

Conversion is a money game, not a numbers game. It prevents you from wasting your money on unproductive tasks, and enables you to determine where to spend your money most effectively. Instead of spending your money, conversion gives you the power to invest it in your website and ensures that you will make a hefty return.

What is Conversion?

Technically, conversion is when your visitors complete a desired action. Such as completing a sale, joining your email list or filling out a sales lead form. The idea is that you have "converted" them from a visitor into a "customer".

But to me, conversion is much more than the "technical" definition. Conversion is...

Conversion is about understanding your customers and efficiently delivering exactly what they want. Conversion is about bringing people to your site that are ready, willing and able to purchase (not people looking for a freebee or trying to win a contest). Conversion is about effectively communicating the benefits of your product or service. Conversion is about creating interest, building desire and closing the sale. Conversion is about providing an easy way for customers to find exactly what they want and then checking them out as quickly as possible.

How do I use conversion on my website?

When people visit your website, they will respond to its features.

For example:

• If a visitor sees a headline that grabs their attention, they will respond by reading it.
   
• If a visitor sees a picture they like, they will respond by looking at it.
   
• If a visitor sees a link they want to know more about, they will respond by clicking on it.

Optimizing your website for traffic conversion is basic "Response Modification".

You can use the many features of your website to encourage people to purchase your product or service, thereby modifying their response to increase sales. This is not manipulation. In fact, it is the exact opposite. It is using your website to clearly communicate the benefits of your offer, using the words that each customer will understand best.

How do I use "Response Modification"?

There are 5 basic web conversion topics that we will address in Trafficology.

1) Fundamental Conversion Techniques
2) Website Copywriting
3) Web Usability
4) Multimedia Content
5) Metrics: Testing & Tracking

TIP: If you remember only 1 thing from this issue of Trafficology, make sure it's "Metrics: Testing & Tracking". Above all else, getting serious about "Metrics" is the most effective thing you can do to improve your website conversion.

Now that we know why conversion is important to our business, we are prepared for next month's lesson.

In the April issue of Conversion Corner...

We will learn the 4 numbers every webmaster must know and we will also see exactly how to use multi-media to improve our website's conversion rate.

If you want to learn more about conversion, sign up for our free e-course on the 7 Most Powerful Traffic Creation & Conversion Techniques by sending a blank email to: 7powerfultechniques@trafficology.net
 

Best Regards,
Amy and Dearl
Editors Trafficology.com

We welcome your feedback - just send it to:
feedback@trafficology.com

If you have some traffic ideas of your own, you
are welcome to submit them at the site and get
some free exposure in a future issue of Trafficology.
http://www.trafficology.com/ideas.html



---------------------------------------------------
(c) 2004 by P&D Marketing, LLC. All Rights Reserved.

Nitro Marketing
2807 Allen St. Ste 668
Dallas, TX 75204