When it comes to the idea of “conversions” and “converting” in online business we’re not talking about changing a PDF document to Word or a JPET image to GIF. With the technology available today there are online sites that will perform this service for you. But that’s not the conversion you should be interested in at this point.

We’re interested in is converting Web site visitors to leads that may mean a true increase in business. People have invested money in the pursuit of increased traffic to their Web sites but sometimes don’t go one step further and generate leads. This is the major step you need to take to have an effective Web site and to measure site effectiveness.

So many creative people step into the online world expecting great things from their Web site, their product or their service. But there is really only one way to measure success in this field and that’s through conversion. If you can move a solid percentage of your visitors into leads (then into customers) you are on the right track. Keys to this process are quality content, good design and the right call to action. Then it’s time to test and measure user data with such tools as heat maps.

This entry was posted on Wednesday, November 3rd, 2010 at 4:37 am and is filed under e-commerce, Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.