Tuesday, February 22, 2005

Compass Points for Online Conversion

As the web becomes a global emporium, it’s becoming obvious that we need to watch, understand and manipulate the commerce process closer to sell more stuff. At this point what we measure (clicks, page-views, impressions) doesn’t help figure out how to optimize conversion. It is time to focus on how to sell more, faster. The old saying “where you look is what you see” dictates the relevant metrics. It’s the sales…stupid!

One way to crack this code is to begin with baseline direct marketing principles.

1. Behavior is the best predictor.
2. Repeat behavior is a better predictor.
3. Prospects that look like current customers are likely to be better prospects.
4. Prospects that do what customers do are the best prospects
5. It’s easier and cheaper to sell more to current customers than to convert prospects into new customers.
6. None of this is as easy to do as it is to say.


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