Chapter 1
Jump-Starting Traffic and Driving Sales
IN THIS CHAPTER
Knowing what it takes to succeed in digital marketing
Breaking down the online buyer’s journey
Calculating the visitors-to-sales ratio at your site and during your high-volume traffic periods
Getting customers to make the decision to buy
You’ve probably heard the old saying “Build it and they will come.” And you probably know by now that this particular theory doesn’t necessarily apply to your website. Instead, your site is competing for visitors with hundreds of thousands (if not millions) of other sites. If that’s not intimidating enough, consider that you have to not only figure out how to get people to come to your website, but also entice them to stay long enough to explore your site, and then convince them to buy something from you.
These challenges are common to all online businesses. An effective digital marketing strategy can help drive interest and traffic to your site, while a solid content strategy should keep your website visitors engaged longer. Then, it all boils down to your conversion rate — how many ...
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