The basis for almost all online strategies is to increase traffic to the web property and then improve or increase the conversions of that traffic.
A conversion is not merely a purchase or sales lead, it can be anything to help achieve the objectives, such as;
- Capturing an email address
- Gaining a fan or follower on your social media presence
- Having a piece of content read or downloaded
- Being contacted by email or phone
- Having your address viewed and then visited
The conversion path or funnel is the series of steps that a user takes to convert. You can track how many people convert and where in the funnel they leave using tools such as Google Analytics Goals. Over time you can tweak your products, marketing and conversion funnel to get the best conversion rates and therefore greater profits.
Here is a great guide to improving your conversion rate.
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