Re: Sales Conversion Rates
BRAD PHILLIPS WROTE:
> If I generated in three weeks 7,000 click-thrus
> what percentage of those could I expect to convert
> to sales realistically based upon your
> experiences? We market website development to
> small businesses with affordable packages.
It depends on:
- how well your ad "pre-qualifies" your leads
*before* they click-through. (We've all seen
enough misleading banners to last a lifetime.)
- the quality of the offer on your site and how
well you move them "along the conveyor belt"
Ask any "traditional" direct marketer and they
will give you three pieces of advice:
1) test
2) test
3) re-test
What you need to establish is a benchmark for *your*
site given *your* industry and *your* offering.
- Never spend a dime on something you can't
measure (paraphrased from NetRageous's Audri
Langford)
- Always do "split-runs"
- Only change *one* parameter at a time
- Always have a "control" banner who's performance
you know
- If the new campaign works better than the control,
keep it and make it your new control. Otherwise,
ditch it.
- Repeat.
By using this approach, we've helped clients double
their conversion rates in under 3 weeks. (From 2.5%
to over 5.5% conversion rate once people have
clicked-through to the site). And that was for
$1500/wk vacation home rentals--not an easy sell. (A
report released last fall said that only 5% of
e-commerce sites have a conversion rate of >4%--I'll
see if I can dig up the exact reference)
For those of you new to this, an excellent book is
"Being Direct" by Lester Wunderman, creator of Capitol
Record Club and American Express cards (ISBN
0394540638)
Hope this helps,
.../j
---------------- <mailto:jcharlesworth_at_bellacoola.com> ----------------
John Charlesworth, President BellaCoola Software Corporation
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Received on Fri Mar 03 2000 - 17:57:32 CST
