RE: Promotion Priorities

From: Mark Brownlow <mark_at_keepingthekey.com>
Date: Fri 10 May 2002 08:51:57 -0600

Tom Jeffries wrote:

> Our conversion rate is around 0.5%. I understand 1-2%
> is the norm, so there's room for improvement. Can
> someone point me to detailed stats?

Tom, you want to be careful comparing your conversion rates
with "norms" or "averages", since these are drawn from sites
which don't have the same traffic, product or any number of
characteristics as your particular situation.

0.5% can be good or bad, depending on what you're selling and
to whom, for example. The key question is simply how can you
improve this number.

I'd recommend you take a look at the work done by the
Eisenbergs at FutureNow, Inc.. They have a lot of free tools
and advice on improving conversion rates:

http://www.futurenowinc.com/ (main website)
http://www.grokdotcom.com/ (newsletter archives)
http://www.clickz.com/sales/traffic/ (ClickZ column)

Incidentally, they argue that bringing more visitors to
a site that doesn't convert well is like trying to keep
a leaky bucket full simply by adding more water. Better
to plug the holes.

Mark Brownlow
You sure anybody's really reading your newsletter?
http://www.KeepingtheKey.com/






Received on Fri May 10 2002 - 09:51:57 CDT