| | Measuring
Success
Ask Susan - Tip of the Month
August 2003
Last month
I talked about ways to increase the conversion of visitors into customers:
1)
Provide simple text links to the "Contact Us" page in several locations on every
page, including in a list of links
2) Avoid the splashy graphics!
This
month I am honored to have a guest writer. He explains how to measure your success.
How
would you like to see a 33% increase in efficiency?
We recently helped
a client change their conversion factor from 2.4% to 3.2%. Conversion, in this
case, is defined as the percent of visitors who take action on the site by identifying
themselves and asking for an agent to contact them.
While some might see
this as only a small increase of .8 %, in truth this is an increase of 33%.
If
each conversion is a sale worth $1000, with an average monthly sale of 24, this
increase in efficiency will yield $8,000 in additional revenue (the difference
between $24,000 and $32,000).
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