Fabian Tan

Recently, I saw a question asking whether conversion rates or traffic generation was the 'key' to online success.

Here is the lowdown:

You absolutely need traffic first before you test conversion rates. Spend most of your time generating traffic in the beginning, and spend some time on measuring conversion rates. Once you are generating traffic on a consistent basis, you can spend more time concentrating on increasing your conversion rates.

Instead of testing and tracking all the time, sometimes it's just better to add more traffic sources and create new products and new income streams.

When you know a traffic source works, scale it. Do more of it. That way, you are almost certain to hit success.

But with testing and tracking, you're never sure. It's a trial and error thing most of the time.

Another thing is also the source of your traffic. Some traffic will convert better, others won't. You don't really need to analyze stuff too much to tell that some traffic sources convert better than others. If you buy an ezine ad for $49.95 and don't get the amount of leads and sales you thought you would, and you see your traffic didn't increase all that much, you don't really need to calculate conversion rates. Instinctively, you'd know the ad just didn't work.

Of course, that doesn't mean you should ignore conversion rates altogether. If it's a traffic source that you know is reliable and has given you decent results, what you'd want to do is to refine your offer or your ad to see if results improve. This should only happen after you're generating consistent traffic from that source.

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