Website conversion efficiency
Website conversion efficiency
by Dr Tony Berg
According to TNS Media Intelligence, a new milestone has been reached in advertising spend (in the USA).
For the first time ever more was spent on Internet ads in 2007 than radio advertising, $11.3 billion versus $10.7 billion.
This has to be a wake up call for all business not getting a significant and growing contribution to their revenue and bottom line from the Internet.
For too many small and medium sized companies the company website is the poor relation. Often left for the IT department to look whilst after the true potential lays dormant.
Major resources are still committed to the classic marketing media of Trade Shows, print advertising and high cost sales training in expensive off site locations.
But the key company personnel who drive the sales and marketing have little or no involvement in the company website.
If the website was managed as a profit centre and received its fair share on attention and investment it will always pay back the effort handsomely.
There are a range of powerful tools that can be used to achieve this type of performance and many specialist companies to help implement them.
But to succeed on the Internet requires the recognition by the senior management that the company website should be a corporate commitment from the top to the bottom of the structure.
Make the commitment and the returns will surely follow.
Working with a range of companies with many different goals we have seen conversion efficiencies triple in less than one year.
Dr Tony Berg
Managing Director - Realnet Ltd
tonyberg@realnet.co.uk
Article originally published in Cambridge Network Connection magazine Issue 42, 01/06/2008.
"The interest in our website gradually grew and then the response became fantastic. Our car sales enquiries came from all parts of the country and, as a result of this, our car sales increased to record-breaking numbers."
Steve Rosewell,
M J Warner