- 31 January 2012
How much of your web traffic do you convert? The chances are, not very much. In fact, most small business’ websites achieve only a 2% conversion rate. That means 98% of your web traffic is leaving without taking any action.
So why does this happen? Consumer behavior has changed. With the introduction of the search engine, consumers shop around before making any purchase decision.
This means that you might get a lot of web traffic, but if all your traffic does is poke around your website for a few minutes and leave, your website isn’t doing you any good.
A conversion is either a sale (hard conversion), or a lead (soft conversion). To maximize your conversions, you need to alter your website to promote both types of conversions.
Examples of ways to promote hard conversions would be a feature where users could buy online. That way, for those visitors that are ready to purchase, they have the option right in front of them.
The only problem with promoting hard conversion is that barely any of your website visitors are ready to make a purchase. Thus, trying to convince your traffic to buy right away isn’t very successful.
Soft conversions are a better way to convert your users. Because a soft conversion usually consists of only contact information, your website users will be more willing to give out their information, allowing you to contact them later.
Examples of a soft conversion would be an offer to join a mail list, or using a conversion driver to give a special to your website visitors.
Also, because they are willing to fill in their contact information, soft conversions are further down the purchase funnel than the average website visitor, as they are already considering your product or service.
Your website can’t be a passive page. The Internet is dynamic; use the ability to change deals on the fly and host mini-sites with your special offers to help increase conversions.
Check out our mini-sites and conversion drivers today and see how to use your existing traffic to create more leads.