Somewhere out there in small business owner land the following has just happened:
– Small business owner (SBO) builds website to take advantage of the “world wide web” as a sales and marketing tool.
-SBO puts up the website and waits for the tidal wave of leads and sales.
-Several weeks later – after only an occasional lead/sale, SBO realizes his/her site gets no traffic.
-SBO attends AdWords seminar and rushes home to get started with Pay Per Click advertising.
-Several months and several thousand dollars later SBO turns off AdWords thinking – paying for traffic is too expensive – it must be due to click fraud.
-SBO’s website begins to collect dust and every call from an Internet marketing or web design company reminds him/her of the pain associated with the whole process.
Sound familiar? If not, consider yourself lucky. Far too often, we see small business owners creating “sites by tomorrow” and then paying to send traffic to them without putting in place the minimum tools necessary to achieve success. If you are actively paying to drive traffic to your website without having website analytics (and phone analytics if you receive calls) in place – STOP IT!
There is absolutely no way you are maximizing the return on your advertising budget if you are operating this way.
Sometimes it makes more sense to optimize a site FIRST and then turn on the marketing machine, but you’ll never know if you don’t accurately measure and track your site’s conversion rate. We’re not talking about small improvements either – take a look at this:
Conversion Marketing, Website Optimization
Imagine the long term implications to your advertising ROI of paying to send good traffic to a website that isn’t an effective “closer.”
The takeaway point is simple – by accurately measuring and tracking your website, you can determine your site’s current conversion rate as well as find hints to improve it. By improving your site’s conversion rate, you will exponentially increase the impact of your future traffic generation efforts.
*It is worth noting that sometimes it does make sense to pay to send traffic to a site with a low conversion rate. For example – if it’s a new site, the paid traffic might be the only traffic you have. You need traffic to determine the conversion rate. There’s also a relationship between the site’s conversion rate and various marketing strategies. One site might convert organic traffic well, but fall short with paid traffic.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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