Читать книгу Do the Web Write - Dan Furman - Страница 18

I want to tell you something else about website conversion that is often misunderstood. In my opinion, there are no set-in-stone, acceptable website conversion numbers. So don’t get too hung up on it. Conversion rates are more for your own use than to compare yourself to others, especially others in different industries.

A 2% conversion rate might be great for one site, while it’s lousy for another. Because the Internet is so vast and varied, there is no acceptable norm (and don’t let anyone tell you different). I say this because, for some reason, certain people seem to get hung up on what a “good” conversion rate is (usually 2%). That’s BS to me. I’m telling you to ignore what anyone else says is a “good conversion rate,” because they are different for every situation. Here are some examples as to why they are different:

• It’s MUCH easier to get someone to click to contact you for a service than it is to sell a product. Thus, websites that ask for a contact usually convert higher than those that ask visitors to buy something.

• That said, it’s MUCH easier to sell a $5 product than it is to sell a $500 one. So sites that sell cheap products usually convert better than sites that sell expensive ones.

• Traffic matters too. For example, if you sell live bait, you will convert better by attracting 100 people who fish than you will by attracting 100 people who are looking for a gourmet restaurant (just a hunch, but I have a gut feeling those people won’t be calling you). Also, your ad budget will dictate the amount of “good” traffic you attract. Usually, the higher the ad budget, the higher the quantity of “good” traffic, and (in most cases) the higher the conversion rate. More on traffic in a moment.

• Lastly, no two sites are 100% alike in terms of traffic and/or conversion. What is good for you may not be good for anyone else. Plus, all traffic is relative; Amazon.com likely gets more traffic than “Bud’s Bait.” It’s what Amazon (and Bud) do with their traffic that makes the difference.