Conversions, Then Traffic
Imagine you open a new store in your town. Let's say you want to sell books. So you rent some space, throw a bunch of books on some tables, put up a 'Grand Opening' banner, and open your doors. Suppose you do it all super fast. From start to finish, you go from the idea to sell books to customers on your floor in one week.
Then suppose a week into your new business, you notice a disturbing thing: you're not making very many sales. You're getting a lot of traffic, but the cash registers are collecting dust. What do you conclude?
A lot of new business owners might conclude that the people in that area just aren't interested in buying books. That they're just a lot of tightwad looky lou's who won't part with their greenbacks.
And that's exactly what most new website creators decide as well. In their zeal to get traffic traffic traffic, they've ignored the much more important part of the success equation: conversions.
Conversions take planning. They take testing. They take attention to details. And they take an understanding of human psychology.
Ever heard of product placement? Next time you're at Wal Mart take note of one interesting thing in the cereal aisle. Check out where they put the sweet, sugary kids cereals. Now note where the healthy cereals for adults are located. Both are at eye level for the ones making the buying decisions. Think Mom is deciding what cereal to buy for her cranky 5 year-old? Guess again!
It's not a fluke that bricks-and-mortars stores are laid out like they are. At least, it's not for the successful ones. They understand that the money is in converting traffic into buyers. But online, too many of us get obsessed with traffic and never learn how to convert.
Whether you're trying to build your list, sell your products or services, or get affiliate commissions or Adsense clicks, change your thinking around. Instead of traffic dominating your efforts, get your site converting. That should be your first priority.
1. Plan
2. Test
3. Pay attention to details
Constantly tweak until you get your "money" page converting at the highest rate you can achieve. Sure, you can brag to your pals about how you had 1,000 visitors in your store today. But when your bills come due, the last time I checked the bank doesn't take "1,000 visitors" as payment to keep your lights on.
John
Then suppose a week into your new business, you notice a disturbing thing: you're not making very many sales. You're getting a lot of traffic, but the cash registers are collecting dust. What do you conclude?
A lot of new business owners might conclude that the people in that area just aren't interested in buying books. That they're just a lot of tightwad looky lou's who won't part with their greenbacks.
And that's exactly what most new website creators decide as well. In their zeal to get traffic traffic traffic, they've ignored the much more important part of the success equation: conversions.
Conversions take planning. They take testing. They take attention to details. And they take an understanding of human psychology.
Ever heard of product placement? Next time you're at Wal Mart take note of one interesting thing in the cereal aisle. Check out where they put the sweet, sugary kids cereals. Now note where the healthy cereals for adults are located. Both are at eye level for the ones making the buying decisions. Think Mom is deciding what cereal to buy for her cranky 5 year-old? Guess again!
It's not a fluke that bricks-and-mortars stores are laid out like they are. At least, it's not for the successful ones. They understand that the money is in converting traffic into buyers. But online, too many of us get obsessed with traffic and never learn how to convert.
Whether you're trying to build your list, sell your products or services, or get affiliate commissions or Adsense clicks, change your thinking around. Instead of traffic dominating your efforts, get your site converting. That should be your first priority.
1. Plan
2. Test
3. Pay attention to details
Constantly tweak until you get your "money" page converting at the highest rate you can achieve. Sure, you can brag to your pals about how you had 1,000 visitors in your store today. But when your bills come due, the last time I checked the bank doesn't take "1,000 visitors" as payment to keep your lights on.
John
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