I have long been a fan Rose Sylvia’s work at PPCThink.com. If you haven’t read much of her work I encourage you to subscribe and read often.
Her latest article: “Improving Your Conversion Rate is FAR More Important Than Driving More Traffic” is no exception.
PPCThink.com mentions what I have said often, “Conversion Matters not Clicks”. She sums up several great articles that have recently been published, so I can’t give her complete credit, but either way it’s still a great post.
She makes one terrific point: “The most important conversion rate for you is yours”. Don’t get caught up in industry standards and statistics, discover your own averages. After continuous monitoring of cost per conversion and knowing how much of a markup you have on your product, only you know your conversion average.
Getting traffic is easy. However, getting customers is where true pay-per-click professionals earn their money. It’s important to monitor the cost per conversion per product. Every product has a price. You and your analytics can determine what that is.
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October 15th, 2007 at 10:13 am
I am honored to have you as a reader of my blog. I regularly read and recommend your articles. I have shared many of them at StumbleUpon.
Your comment expands on what requires many follow-on posts: the intelligent use of analytics to increase conversions.
I believe analytics skills will be the most valuable and in-demand of all areas of online marketing knowledge. That is what I would recommend anyone new to SEM focus on.
October 17th, 2007 at 9:58 am
You are SO correct, my friend. It’s just like walking into a store and noone coming up to you to sell you something. All of those marketing dollars go down the drain if there is noone there to close the deal.