The WebSiteMarketingPlan.com Network News, March 21, 2005

Last time, I introduced the idea of drilling down from goals, to strategies, to specific marketing programs (or tactics) in your business and marketing plans. If you missed the example and supporting articles, read them here (http://www.WebSiteMarketingPlan.com/NewsletArch/newsletter021105.htm). Another example of a strategy to increase online sales is to increase your conversion rate:

* Website Goal: Increase online sales by Y%.
* Strategy: Improve the site’s conversion rate from X% to Y%.
* Programs (Tactics):
(1) Study Website log files to identify conversion opportunities (exit pages, usability issues, shopping cart abandonment, etc.).
(2) Increase sales and marketing copy effectiveness.

Today’s articles demonstrate how to improve your conversion rates using those tactics and others. Steve Jackson of ConversionChronicles.com addresses questions about average conversion rates, log files, improving conversion rates, and a whole lot more. Read the three-part article “How Do I Improve My Website Conversion Rate? (Part 1)” and Part2 to get ideas and direction for your own online business. Also, Karon Thackston explains how to increase effectiveness of sales and marketing copy in “Increasing Conversions Through Action-Oriented Copywriting.”