Re: Web Conversion rates.

From: Cliff Kurtzman <cliff_at_tenagra.com>
Date: Thu 13 Jun 2002 15:17:31 -0500

Jeff Staniforth <affirm_at_affirmware.com.au> wrote:

>I just read Joe Vitale's eBook hypnotic writing. One of
>the steps he suggest it to clearly define your goals when
>writing content.

I introduced Joe to the Internet many years ago and helped
edit his print book "Cyberwriting," which I have always
recommended. I have not read his e-book.

>So, the main reason for re-writing the web site is to get
>my conversion rate up.
>
>Now what I would like to know is, what is a reasonable
>conversion rate on the Internet.
>
>I have heard that in direct mail, a 1-1/2 to 2% conversion
>rate is average.
>
>What kind of conversion rate would the professionals expect
>to get for a client?

It is going to depend a great deal on what you are selling
and to whom you are trying to sell it. Conversion rates
will be different depending on whether you are selling
American flags for $3.50 or Diablos for $350,000.00 or
Nuclear Reactors for $35,000,000.00. (Why would I not
be surprised in this day and age if the Nuclear Reactors
had the highest conversion rate?)

Audience is very important. I would likely see a much
higher conversion rate selling $100 tennis racquets to
my readers on TennisServer.com than I would if I were
selling them $100 microwaves... but to a different
audience, the microwaves might convert better.

So where does that leave you? Try to collect data
for selling comparable products to comparable audiences.
Measure everything you do and test, test, test,
to improve your copy. Also remember that the strategy
that works best today might need to be changed
tomorrow to keep things fresh for your readers and
keep the conversion rate high.


--Cliff

Clifford R. Kurtzman, Ph.D.
President and CEO Moderator
The Tenagra Corporation The Online Advertising Discussion List
http://www.tenagra.com/ http://www.o-a.com/
281/480-6300
Using the Internet as a Strategic Asset




Received on Thu Jun 13 2002 - 15:17:31 CDT