Traffic versus traffic

I remember getting into my car in Riverdale, New York, plugging a Long Island address into my GPS, and seeing 24 minutes pop up as my estimated travel time. An hour and a half later I’d still be sitting in traffic.

Traffic on highwayToo often I can’t move faster than five miles per hour here in Tampa on the Veterans Expressway trying to get to an early morning meeting.

Most people don’t like traffic –– unless, of course, that traffic has something to do with web traffic.

Then, it’s an entirely different story.

In fact, they’ll do anything they can to generate more traffic. They invest large sums of money in Search Engine Optimization or Google Adwords or both. They watch Google Analytics more closely than the stock market for hits per day, week, or month. It’s all about numbers –– how many people they can drive to their website.

But generating web traffic is only half the battle.

The other half of the battle is getting those people –– called prospects –– to do something. That something is to take a next step. A next step could be to fill out a form, pick up the phone to call, request a sample, subscribe to a program, sign up for a newsletter, download a coupon, drive to the store, or place an order online.

Those next steps are called conversions. Traffic is converted into an interaction between a prospect (hopefully a qualified prospect) and the business itself.

Suffice it to say, without the conversion, all the SEO or Adwords traffic in the world is of little value.

Just as my book How to Close More Business in Less Time connects the dots between marketing and the sales process, I’ve discovered there is a better way to connect the dots between traffic and conversions –– to take an substantial amount of web traffic and assure those next steps occur more often and in less time.

I’m sure you’ll find what I discovered to be fascinating and I definitely look forward to sharing that with you in my next post. (Hey, a little mystery now and then is a good thing!)

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