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Inbound Marketing Blog


Importance of testing conversion

Posted by Andre' Savoie on Jul 5, 2010 4:37:05 PM

The missing link in website success

More and more businesses are online, but some seem to be much more successful than others at reaching customers and turning that customer contact into sales. Understanding why one business outperforms another online, especially when both businesses are in the same sector or field, is not always a simple or straightforward process.

The factors that lead to higher conversion rates are manifold in nature which is why it is important to test them often so that you can be aware of subtle changes that may create big results for your company.

What does conversion rate mean?

For internet marketing, the conversion rate is the number of visitors to your website that go on to complete a specific, desired action. That can mean completing a sale or it can be something else such as starting a shopping cart, signing up for regular email updates, or any other of a number of actions. The conversion rate is a way of measuring how effective your website and marketing campaign is at turning visitors into customers.

Why should I test conversion?

Understanding who is visiting your site and what they are doing on the site is important to designing a site that can promote your business effectively, getting the most value out of the money spent marketing your business online. The more often you test conversion, the better idea you will have of what is working and what is not in your current campaign. This will help you make changes and set a smarter course for future marketing efforts, producing a greater profitability overall.

Topics: conversion architecture

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