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Companies 'need to focus on conversion rates rather than visitor numbers'
21/01/2011
Many organisations could improve conversion rates by looking at how to target the different types of visitor their site attracts, it has been claimed.
Companies that have high visitor numbers to their websites could do more to improve conversion rates, an industry expert has claimed.
Research carried out by Scout Analytics revealed that 70 to 80 per cent of visitors to the average publisher's site view the page only once, with the organisation describing them as fly-bys.
However, visitors classed as regular or fans have a significantly higher potential for conversion than fly-bys.
A fan is defined as someone who visits a site more than twice a week and they are 50 times as likely to convert as fly-bys.
Speaking to FOLIO: Magazine Matt Shanahan, vice-president of strategy at the company, explained that loyal readers generate recurring revenue and stated that many businesses are failing to convert fly-bys into repeat visitors.
Targeting this demographic could be one way to help improve conversion rates.
Ecommerce solutions provider ShopIgniter recently made a similar point about loyalty when it published data showing that conversion rates from social networks can be significant.
According to the organisation, reaching customers through their Facebook friends can improve conversion rates by up to 15 per cent.
Posted by Alexander Horton-Smith
Research carried out by Scout Analytics revealed that 70 to 80 per cent of visitors to the average publisher's site view the page only once, with the organisation describing them as fly-bys.
However, visitors classed as regular or fans have a significantly higher potential for conversion than fly-bys.
A fan is defined as someone who visits a site more than twice a week and they are 50 times as likely to convert as fly-bys.
Speaking to FOLIO: Magazine Matt Shanahan, vice-president of strategy at the company, explained that loyal readers generate recurring revenue and stated that many businesses are failing to convert fly-bys into repeat visitors.
Targeting this demographic could be one way to help improve conversion rates.
Ecommerce solutions provider ShopIgniter recently made a similar point about loyalty when it published data showing that conversion rates from social networks can be significant.
According to the organisation, reaching customers through their Facebook friends can improve conversion rates by up to 15 per cent.
Posted by Alexander Horton-Smith