Conversion Marketing In A Bad Economy

There's no denying it. The economy is in a tail-spin, the belt tightening has begun and marketing budgets are taking a hit. With less money available to splash out on traffic driving activities and consumer confidence extremely low - all business, including online ones, are in for a rough ride.

This makes any traffic that does come to your site even more valuable than before and it's critical that you understand how to covert those visitors into loyal customers.

Why Your Website Is Like A Bucket (with lots of holes in it!)

It's true. We think about websites like buckets. Pour in the traffic and whatever manages to stay in is your conversion rate. The problem is that the buckets that most companies built have lots of holes in them. Don't believe us? With global conversion rates hovering between 2-3% we'd say that there is a significant opportunity for improvement. 

In a good economy, to get more water to stay in the bucket, the first thing that most companies did was pour more trafffic in by increasing media spend on advertising and paid search programs. We see two problems with this approach:

1. It does nothing to patch up the holes. All the problems that existed with customers abandoning your site are still there. You managed to move the needle on top line sales, basically by brute force. This leads to the second problem

2. Increasing media spending that drives traffic to improve sales is not sustainable - especially when you're expected to do more with less money. So when budgets do get cut, that traffic disappears and you're left holding a leaky bucket

Having a good SEO strategy is critical for getting the most from organic search results and reducing your overall paid search costs; and should be part of your web strategy. But the activity that is going to drive the most meaningful change is focusing on getting more of your visitors to take action on your site.

It's Time To Change The Way You Think

Let's try this. It's not a 5% conversion rate. It's a 95% failure rate. Say it again. It's a 95% failure rate.  It's a catastrophic breakdown of your business' ability to meet visitor demands. There's no such thing as an accidental visitor, only businesses that aren't tuned in to what that customer is after - how they make decisions; how they use your site.

And that's how we can help you. Our business is understanding how your customers make decisions and then architecting an online environment that helps them to acheive their goals - and ultimately fulfill yours. It's called conversion optimization and its our speciality.

We'd love the opportunity to talk to you about how we can start improving your business by removing the roadblocks to your customers' success and improving your business performance. Even in this economy, it's about doing more with less. We know how to patch the holes in that bucket - so why not drop us a line and let's talk.