It's all about conversion. In today's day and age, a lot of companies are investing in search engine optimization and pay per click advertising in order to increasingly drive traffic to their website. The real question is, what are they doing to convert those visitors into actual sales leads? Are they capturing their contact information through the exchange of an offer such as a download or some sort of contest, sign up, or other premium in exchange for that contact information so that those contacts can be followed up on. That's what we call conversion.
Many companies do a great job at driving traffic but do a poor job of actually working on increasing those conversion ratios so that a higher and higher percentage of visitors are actually leaving their contact information so that you can follow up on them. In an integrated guerilla marketing campaign that uses search engine optimization and pay per click,on the front end, is only as good as a well designed set of conversion mechanisms and offers on your website to transform those companies and sales leads. When we deploy systems for our customers, we're always looking holistically at creating not just good traffic but making sure that conversion ratios are at or above industry standards so that we can actually achieve a return and investment from our marketing efforts.
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