Clicks, visits, visitors, unique visitors, page views, time on site, etc. don’t really mean a whole lot if they are converting!
Organic, and Paid search along with social media can create traffic to any site but the site must lead the users through the conversion process in such a way that the convert. Whether that is by filling out a form for a case study or white paper, signing up for a newsletter or blog rss feed, or registering for a trial membership the most important thing is to capture that conversion! At the end of the day we’re all measured on that end resulting goal of the all might ‘Conversion’.
So I ask myself time and time again how to get that person to that form and how to get them to WANT to fill it out? Not just using calls to action…not dangling more information in front of them…but make them WANT to be a part of that end result? I believe that it is going to be by giving them the user experience they need to lead them through the research, sales process, and eventually the sale. The one thing that is lacking in so many marketing and sales strategies is the user experience. utilizing landing pages and A/B testing to build a better experience that will convert traffic into customers.