Optimizing for Conversion, Ignoring Consumption | FutureNow's GrokDotCom / Marketing Op... - 0 views
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Frederik Van Zande on 20 Nov 08We have worked with many demand or lead generation companies over the past 10 years. Most of the time when they come to us, they ask us to help them increase the number of people they convert into a free trial, a free download, or to create an account. Conversion Isn't an Event, it's a Process We always like to focus first on increasing the number of leads towards the top of the sales funnel. However, without the next step, consumption, the companies don't necessarily achieve their better but usually unstated goal of increased revenue. This is the same fuzzy focus that has companies intent on getting more clicks to their PPC ads just so they can show the increased traffic numbers without focusing on converting that visitor into a lead or sale. To tell you the truth it is not as hard to get visitors to take the uncommitted step, as it is getting them to actually use and consume the product. When you optimize for customer experience you really need to take the whole scenario from awareness (clicking your ad) through conversion and ultimately to consumption (and ideally to evangelism) into account.