Chapter 3 Turn Page Views into Profit
Throughout this book we’re exploring various ways to attract and keep customers, but it’s your web site that will convert those visitors into customers and build revenue for your business.
Think of your web site as the foundations of your entire marketing program—a shaky foundation can have disastrous consequences. Your visitors have better things to do with their time than try to interpret confusing language or a difficult design—if your site only serves to baffle them, they’ll simply take their money elsewhere. Even if your site receives a million visitors, it’s a waste spending time and money on marketing activity if none of them buy anything. The goal is to make conversions—that is, turn visitors ...
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