The Two Most Important Digital Marketing Considerations

Digital Marketing

Besides getting found in searches, there is one more critically important thing. Just imagine for a while that you run a shop and you have a great location with lots of potential customers browsing, but few of them actually buying. Either you’re attracting the wrong type of customer, or your product display is just not attractive enough for anyone to actually purchase.

Similarly, your website may attract a lot of potential customers (hits or clicks) but you’re not converting these into actual clients. In “web speak” we call that Conversion Rate Optimisation” or CRO.
The actual conversion rate expectation may differ widely from industry to industry. In some cases, a conversion rate of less than 1% may actually be high, but if you’re selling popular low-cost items you probably want a conversion rate of around 10%, i.e. a purchase for every 10 customers visiting your site.

Regardless of what your CRO or SEO expectations are, they have to be measured on an on-going basis. For the sites I manage, I look at these figures on a daily basis and make frequent changes to improve the values for my customers.

The most important aspect of your website is to get FOUND in the first place. We use SEO to do that. Then we work on getting noticed or SEEN, so that website visitors don’t ignore you, but actually convert into customers. Finally, your customers will only return to your website if it is LIKED.

And hence, our buy line is: Be Found, Be Seen, Be Liked.

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Author Details


Uli Knapp

After 20 years of business ownership in the IT industry, I started Hello Web with the aim of assisting businesses with their online journey – to achieve maximum potential from their website.

To achieve that success, I take time to learn as much as I can about the businesses that I work with. Having hands-on knowledge of various business environments in New Zealand, together with my listening skills and an intimate understanding of the workings of search engines like Google, I can ensure online success for my clients.

My biggest accomplishment is having run a successful business (Base10 Ltd), taking it full cycle from humble beginnings to an ultimate successful sale and leading an awesome team of up to 14 staff. At Hello Web I work directly and hands-on with my clients.

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