“There are only two numbers in your marketing that matter,” says Andy Crestodina.
But wait, who’s Andy and why should we listen to him?
Andy Crestodina is author of a book that hasn’t left my desk since I picked it up at Social Media Marketing World in March – Content Chemistry: The Illustrated Handbook for Content Marketing. He is co-founder of web design firm Orbit Media Studios, which has received multiple awards, including being named one of Clutch Top Web Designers in Chicago in 2014.
In this post, I’d like to share some of Andy’s tactics to increase traffic and conversion on your small business website.
Two Ingredients to Success
The two marketing numbers Andy was referring to are traffic and conversion.
Traffic refers to the number of people who visit the various pages of your website.
Conversion means the number or percentage of traffic who take action on your site. This could refer to people who sign up for your mailing list. It could also refer to people who buy your products/services on your site, if you sell from your site. These are the most important conversion numbers you want to track.
You can determine your online marketing success through this formula:
traffic X conversion rate = success
This formula clearly shows us that, to achieve more success, you must increase either traffic or conversion. And for maximum success, you increase both.