the chicken or the egg?... the horse or the cart?
Internet Marketing
Well, in the internet marketing world those questions are all about Traffic versus Conversion
Which do you think is more important?
Is it getting people to your website?... or is it having them do what you want them to do once they are there?
Before I answer, let’s think about “traffic” and “conversion” for a second.
Traffic is all about the number of visitors to your website and it’s the result of how well you are promoting your site... and how well it’s being successfully found on the internet.
Enter... search engine optimisation, online advertisements, email marketing, social media and third party recommendations as some of the players in getting visitors to your website.
Conversion however, is where the rubber really hits the road. It's all about what you get your visitors to do once they've entered your website.
Signing up, making a pledge, buying something, getting information, picking up the phone and dialling your number are all different types of conversions which ultimately count towards achieving your website's intended purpose.
But in order to get to those types of conversions, there are many different factors needed to convince the visitor to do so.
Take for example, the look, feel, message, and even the way a visitor navigates through your website. They are just some of the variables associated with getting that conversion.
So which one is more important?
Well, both are important...
You can have the best looking website on the internet but if it can't be found then all you have is... a very expensive business card.
On the other hand, you can have thousands of people coming to your website every day but if it doesn't deliver, you wont be getting those conversions and maximizing your website's intended purpose.
Clearly, you need to understand and do both "traffic" and "conversion" well if you want your website to be a commercial success.
For my money, I'll take conversion any day... because that means there's engagement and engagement leads to sales.
Keep your powder dry,
Warren Cottis