I came across a fantastic blog poseted by the Designdamage.com team and it must be shared!
How does the value of a conversion relate to the return on investment of a marketing campaign?
Basically a conversion is an action a user takes on your site that has value to your business.
Typically it’s a sale but it can also be a newsletter sign-up, a download of a file, viewing of a video, or a request for more information.
If you know what a conversion is worth to you, and the percentage of traffic visiting your conversion page versus the traffic that do convert (the conversion rate), then it is easy to calculate your return on investment (ROI) for just about any marketing campaign.
You’re on the right track but that’s not the entire story here because conversion rates typically depend on two factors:
- 1. Qualified traffic – The goal is to capture only traffic that’s more likely to convert. This is where direct marketing is heavily used to grab the attention of the visitors. A valuable piece of content, a paid search ad or recommendations from social media channels are just a few ways you can use to obtain qualified traffic.
- 2. Landing page – A landing page is a specific area of your website where traffic is sent (via links from online advertisements, organic search results, social media or email) specifically to prompt a certain action or result. And since a visitor usually lands on a page after clicking on a link, it’s important that the links you use to send traffic to your website is relevant to what that person is looking for. Once on your landing page, it’s basically a tactic of one-on-one selling so if it’s not what people are looking for, you will likely get a low conversion.
There are tons of strategies to get qualified traffic (paid search, SEO, email, display, affiliate, etc.),
but today we’re going to look at things that you can do to your website to help you improve your
These tips are easy to implement and can start improving your results immediately.