Any business interested in web marketing is ultimately trying to sell something. It might be retail product, it might be a service, or it might be the viewing of information that will lead to advertising revenue. No matter what you’re selling, you need to be able to close the deal. Internet users don’t always buy or subscribe on the same day that they see your site. Depending on what you’re selling, it might be days or weeks before that particular customer comes back and makes a purchase. The question is how much time between viewing and purchase is right for your business? This is something you should already have determined, to some extent. If you’re selling a professional service, then several months might normally go by between view and conversion. This is the sort of behaviour you can expect in your web marketing campaign. Similarly, if you’re a retail site, you might experience purchases on first viewing. When the behaviour doesn’t match up to expectations, it’s a sign that something is wrong. Often sites find that their marketing efforts bring in lots of traffic, but not enough conversions. When this happens, the fault may lie with the site itself, rather than the marketing campaign. If your target market isn’t behaving the way you expect, it might be time to examine your conversion pathways. It’s important to keep in mind that different types of internet marketing will have some effect on the time you usually experience between a view and a conversion. If someone comes across your site in a normal internet search, they may be looking for information rather than a purchase opportunity. If someone clicks on your PPC ad, however, they are probably more motivated to convert. You can talk to our consultants at Click Consult about the different motivations of your target market.
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