Product category:
Search marketing
News Release from: NetCallidus
Edited by the Marketingservicestalk Editorial
Team on 30 April 2008
Businesses must focus on web conversion
rates
If a recession does hit the UK, it's the businesses that focus on turning website visitors into sales that will thrive and survive.
That's the verdict of Mark Furber, an experienced website optimiser who runs GBP3m turnover search engine optimisation company NetCallidus He believes if a recession happens, many businesses will make knee-jerk cuts to their marketing budgets - and that will cause them long-term damage
This article was originally published on Marketingservicestalk on 16 Jun 2008 at 8.00am (UK)
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Furber said: "At the moment, the majority of UK businesses don't work out what their return on investment is on their website.
"The situation is so bad that some companies see a 90p return for every GBP1 they spend.
It's those that take a more scientific approach to their websites that will thrive: they need to look at all the data about how customers use their website, and then improve the site bit by bit to get more sales from the same visitors.
"It then makes it easy to justify spend on internet marketing tools such as search engine optimisation and pay per click, as the results become utterly predictable".
Furber points out that increasing a conversion rate by just 10 per cent can significantly raise revenues, and recommends every business sets up a simple three step process now.
First, analyse data to understand how visitors act on your website, then make one positive change to increase conversion rates.
Thirdly, repeat from step one.
Furber has been a professional website optimiser for 11 years; his business NetCallidus is a strategic search engine marketing company.
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