What's Your Conversion Strategy? Part I

You are, I’m sure, familiar with the old maxim that says that there are three important elements when it comes to selling your home: location, location, location.

For years now a similar maxim has been in use to identify the three most important attributes of a site for selling your products online: traffic, traffic, traffic.

Now let’s be clear, I love traffic. Traffic is awesome and there is nothing like watching your traffic increase exponentially as all the online marketing programs you committed to start paying off.

Traffic is a good thing.

But it’s not the only thing.

Once you have persuaded all those people to visit your site, you had better have a clear understanding of what you want them to do there. In other words, what was the point of your site in the first place? You’d be amazed at how many business owners have to think hard before they can answer that question.

But let’s assume that you know why you want people to visit your site. You’ve done everything you know how to get them to your site and you know exactly what you want them to do when they’re there. Now what?

That’s right. What are you going to do to convince more than the standard one or two percent of visitors to become users or subscribers or even paying customers? In other words, what’s your conversion strategy?

When you start to think about conversion, you really start to understand why you went online in the first place. You can lead a horse to water, but can you make him enter his email address and opt-in to your free monthly newsletter? (NOTE FROM BOSS: No more horse metaphors, please!)