Traffic to your Web site is up but your conversion rate is down. What do you do?
- Kick off a site-wide redesign effort targeted at raising conversions rate.
- Choose one under performing product and redesign its experience to see what happens.
- Examine where your extra visitors are coming from—perhaps you are drawing from the wrong market segment.
- First check to see if overall sales are up—maybe nothing is wrong.
Always keep your eye on the ball. Your goal for your Web site isn’t traffic or even conversion rate—it’s conversions. Perhaps your marketing campaigns are working very well—so well that they are reaching into target markets where you convert at a lower rate. That’s not bad—that’s good. If it turns out that conversions are down, then it would make sense to look at some of the other ideas in the list.
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