A Simple 101 Layman Methodology

Based on a firm grip of more than 100 over campaigns conducted, we have distilled it down into a simple and easily understandable formula for “not-so-savvy business owners”.

Traffic

+

Online Web Conversions

+

Offline Sales Conversions*

=

Return In Dollar Value

To increase business sales,
we can either:

Traffic

+

Online Web Conversions

+

Offline Sales Conversions*

=

Return In Dollar Value

Traffic

+

Online Web Conversions

+

Offline Sales Conversions

=

Return In Dollar Value

Traffic

+

Online Web Conversions

+

Offline Sales Conversions*

=

Return In Dollar Value

How It Works

In Strategy 1, assume

  1. You have a good website that is convincing enough for customers to take an action
  2. You also have a fluent salesman who is effective at converting business enquiries to sales
  3. But hardly anybody knows you or is able to find your website.

By spending on marketing to increase the number of visitors to your website, you essentially increase your overall company sales, since the increase visitors to your website will lead to more enquiries for your sales team.

In Strategy 2, assume

  1. You have thousands of visitors to your website monthly
  2. But you get a very small handful of enquiries
  3. Closing these enquiries into a sale is very easy for your sales team.

By improving the design or copywriting of your website, the conversion ratio of visitors to enquiries will increase. For the same amount of visitors visiting your website, because of the higher web conversion ratio, the enquiries output will increase significantly. Assume the sales team’s closure rate stays constant throughout, your sales actually goes up.

In Strategy 3, assume

  1. You have thousands of visitors to your website monthly
  2. Your website is generating many enquiries
  3. Sales unfortunately are not coming in

A good situation to be in, since most businesses face challenges trying to get online visitors to take an action (enquiry). If you are doing a high visitor to enquiry ratio for your site, consider looking at methods to better qualify your sales enquiries, and improve the offline process of closing the lead.